Marketing Trends You Can’t Ignore
Marketing strategies companies should prioritize this year
It can be hard to predict consumer interests and behaviors in a world where technology marketing moves fast, so we wanted to share some of the current digital marketing trends that we think cannot be ignored in order to thrive in this “age of innovation.”
Today, customers want to feel like brands are interacting with their audience in a way that feels human and personal while taking into consideration their preferences, likes, and interests. Personalizing your content, emails, products, and other aspects of marketing is key in making your customers feel heard and appreciated.
Creating this type of strategy might include using tactics such as customized email marketing campaigns, targeted product recommendations, personalized ads, exclusive content, members-only perks, and tailored content, to name a few.
For instance, take a look at Netflix and Amazon with their curated recommended products or movie titles. Their suggestions are data-driven by a customer’s purchase and viewing history. Think about how many times you have made a purchase based on those suggestions.
Another way to personalize your customer experience is through mobile applications. Mobile apps like the PJ’s Coffee app allow customers to customize their orders for pickup, receive rewards based on purchases through the PJ’s Stars loyalty program, and give access to exclusive members-only offers.
Video marketing is one of the most important marketing trends today and likely for years to come.
Video marketing can range from YouTube videos to Instagram video posts to live stories on Facebook. There are hundreds of ways to drive higher engagement with your video marketing. For example, Preservation Hall has released full, livestream shows from their home venue that are completely free to view on YouTube, allowing fans near and far to tune in and enjoy the music right from the comfort of their own home.
Another example of video use is GoPro’s “Fireman Saves Kitten” video, which shows a fireman rescuing a kitten from a burning house through the lens of a GoPro. This video content was very different from their usual adventurous, sporty settings, but the video went viral with 44.8 million views, showing a more touching, emotional side that led to GoPro gaining a much larger audience (Rock Content).
Although, video content doesn’t necessarily have to go viral or be a thoughtfully edited YouTube video in order to be successful. Social media stories are becoming more powerful, because they are easily digestible, engaging content that can constantly be added to throughout the day.
Social Commerce & Shoppable Posts
E-commerce and social media are growing at alarming rates, which is why so many brands are using the two together in order to maximize their sales. Last year, Instagram created Instagram Checkout, which allows users to purchase brands’ products right on the app.
This feature has helped reduce the risk of customers abandoning their cart due to switching apps or signing into unknown stores. Instagram has 1 billion users and 90% of them are following shopping brands, so what better way to leverage this insane potential than by including shoppable posts?
Pinterest is another popular place for shopping right within the app. According to HubSpot, “Pinterest’s Verified Merchant Program lets you enable shopping directly on your Pinterest page. In addition to appearing on the Product Pins page, verified merchants will also be able to measure the ROI of their Product Pins (and receive a slick, shiny Verified Merchant check on their page).”
Influencer marketing is not new to the industry, but it has become very popular in recent years. According to Forbes, the use of influencers, “allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis.” It takes away the skepticism that comes with traditional commercial and social media advertising, because consumers are placing the trust in an influencer they have loyally followed and value.
That being said, influencer marketing does require a great deal of trust between a brand and a third party. Brands need to ensure the influencers they work with align with their values and overall image, rather than just going by how many followers they have. Otherwise, they risk negative consequences on the brand’s reputation.
Even some of the biggest brands in the world, like Pepsi, have received backlash from their audience for their work with influencers. Following a period of brands taking a stand on social issues and hopping on the social movement bandwagon, Pepsi designed a controversial advertisement featuring influencer Kendall Jenner, which you might remember. Their lack of sensitivity hurt the brand’s reputation for some time.
Collaborative marketing is a strategy that involves working in unison with similar companies to promote your brand, minimize costs, and increase sales. One of the biggest benefits of collaborative marketing is the opportunity to expose your brand to an entirely new audience.
An example of a great collaboration is the recent BENE x Alexa Pulitzer collaboration for Preservation Hall. Bene handbags collaborated with local artist and stationer Alexa Pulitzer to create a new line of handbags and straps, with a portion of the sales benefitting Preservation Hall’s mission to protect, preserve and perpetuate New Orleans Jazz. So far, the collaboration has been making the rounds on social media and in the press, giving the brands exposure to new customers while successfully raising funds for a good cause.
Katie Horton is an intern at Bond Moroch
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