As we all know, marketing is an industry that is forever evolving. Over the past three years with the pandemic, we have seen some major shifts to reevaluate our marketing strategies. Starting the year off right, here are 9 digital marketing trends to get ahead of.
1. Short, DIY videos
Platforms like Tik Tok have had a huge following not only with Gen Z but Millennials and even some Gen Xers. Other platforms like Instagram and YouTube have created pages for their short videos or reels. Lately, short videos have become one of the best and simplest ways for users to engage and consume content. The younger market is looking for the more unpolished, behind the scenes look into their favorite companies.
2. Tell A Real Story
Storytelling has been in the marketing game for a long time now. The new shift is consumers wanting to know more of how those brand promises were met with real expectations and needs of the consumer. Consumers are tired of hearing about what makes this brand better than this brand. Being more personal with storytelling has been a trend we have been seeing that has really grabbed some major attention.
3. Personalization
Creating content for a general audience is out the window. Personalizing and focusing on specific audiences will generate better results. The timing and placement of these ads are crucial for engagement in an oversaturated landscape. Really getting to know your audience, culture, location, etc. will make a world of difference when creating ads for them.
4. Conversational Marketing and Quality Interactions
Communication between companies and customers is nothing new. The rise of chatbots and social media have changed the game of interactions with customers. The shift of consumer behaviors over the years has changed the way businesses interact with their customers. The trend: real-time instant direct messaging. Consumers are now expecting more instantaneous responses back from the business and it is our job as marketers to make sure that those reactions meet the needs and are genuine. This interaction not only provides a boost of relatability for the business but the consumer receives a positive and fulfilling experience.
5. Content Segmentation
When we think of segmentation, we instantly refer to target segmentation. Meaning, we group audiences together with shared interests and similar demographics. In regards to email marketing, newsletters, and promotions; marketers should consider shifting towards letting people opt out of these types of marketing campaigns. Why? Care for your customers like you would with your family. Not everyone celebrates certain holidays. Giving the customer the option in certain content will reflect on the company more positively especially with the more personalized touch.
6. Focus On Your Audience
With Covid-19 and lockdowns, social media users have become more anxious, depressed and fatigued with the content they see coming across their news feed. Some have even gone to the extreme of deactivating their accounts. For those of us still on, we can attest to the saturation of ads, news, and campaigns on our feeds. Be mindful of how many sales ads you put out. When putting these ads out, come up with a strategy of how your ad will engage your current target market through the saturation. With the changes of consumer behavior in the digital world, consumers are becoming more and more selective of content they want to receive. Make sure yours sticks out and meets those expectations or your followers will start to dwindle.
7. Privacy, Transparency, and Trust-Building
Consumers are more suspicious of targeted content than ever before. As digital marketers, we need to prepare for more restricted privacy that will alter the way we collect and track consumer’s behavior. Google just announced its restriction of third-party cookies by 2023. We as marketers and advertisers needs to reevaluate our strategies. This is a new era of transparency between the consumer and the company. Communication with the consumer is key. Don’t collect any data that isn’t needed, and make it easy for a consumer to opt-out at any point. As we start to see more and more restrictions, embrace the new way of digital marketing and those relationships will continue with your customer base.
8. AI in Digital Marketing
Artificial Intelligence in digital marketing has made numerous advancements over the years. Looking towards the future, AI capabilities such as automated tasks to predicting what the consumer likely wants next can be a major benefit to your company. AI is able to take large data sets and analyze quicker than humans. Having AI predict what your consumer may want just at the right time will lead to higher conversion rates; As well as a sense that you understand your customer without the intrusive or overwhelming, irrelevant targeting.
More and more social platforms are taking to accepting cryptocurrency payments and in-app NFT purchases. Even if you aren’t an investor yourself, now is the time to think outside-the box and how your company can jump on this bandwagon. Think about how to sell your brand beyond the products and services already offered. This is one of the newer trends, but one to not ignore.