Dear entrepreneurs and marketers, how does your first quarter look like? Are you in-line with the recent trends in your marketing actions? In this article, I will share with you the marketing trends that you still should consider if you haven’t yet and if you want to be progressive and run your business within the newest technological and marketing approaches, which not only bring result, but change the way of doing business. With this review, I’m launching a series of the articles with trends, that will be useful for your business progress.
1.Brand Purpose 2.0
Here’s an insight you’ve probably heard by now: led by millennials, consumers are increasingly factoring things like brand mission, values, and sustainability into their purchase decisions. So pay attention to your brand mission and if you transfer it to your customers’ mind.
2. Experiential Retail
If you are retail than this trend is for you. Retailers are finding new ways to give people a reason to connect with their brands in-store, for example, technology-driven experience, such as artificial intelligence (AI), virtual reality (VR) and augmented reality (AR). For instance, Sephora, for example, enables shoppers to find products that match their skin tones by scanning their faces to get their “Color IQ.”
3. Analog Bounceback
Businesses are gravitating around purposefully non-digital aims. These included companies that, despite being rooted in technology, aspire to help people unplug and unwind. Calm, meditation apps gain popularity by connecting people with nature.
4. Blockchain Reaches Digital Advertising
Blockchain’s ability to decentralise systems stands to have a tremendous impact on digital marketing in particular. The advertising industry was built on the role of “middlemen” in the equation (agencies, networks, and trading desks), but with the rise of decentralisation, we will begin to see a shift in the ways digital campaigns are managed. While still in its early days, expect blockchain to gain more prominence in the digital advertising world come 2018.
5. The New Age of Influencer Marketing
By now, marketers are well-aware of the power of this tactic, but the challenge in 2018 will be how to determine the right technology partners, agencies, and creators to power their campaigns. Look for brands to hold the entire influencer space to even higher standards and demand more transparency with improved measurement.
6. Collaborative Consumption Matures
In 2018, building a brand that stands for something beyond ownable products will become a key differentiator for companies seeking to test the waters of the collaborative consumption model.
7. Branded Audio Goes Mainstream
Per one report, podcast listeners grew more than 20 percent YoY, and 40 percent of Americans have listened to a podcast. Today, the market offers a lot of platforms for your audio to be heard.
8. Conversational Commerce
In 2018, look to Apple (iMessage), Facebook, Whatsapp, Snapchat, Kik, Viber and other platforms to deepen their integrations with retailers and e-commerce services, thereby creating even more frictionless shopping experiences.
9. Branded Content Grows Up
Agencies will continue to feel the pressure when it comes to maintaining ground in the war for branded content ownership. This fierce competition for ad dollars will be a staple trend in 2018.
10. AR (Finally) Drives ROI
Next year, we expect AR to make the much-anticipated move from a buzzy, experiential tactic to a valid strategy for driving ROI. As smartphone technology continues to expand by way of AR capabilities, brands will be able to use digital experiences, layered upon the real world, to drive deeper interactions and provide consumer value.
11. Voice, Too
Early adopters of voice technology (like Alexa) are using voice to help consumers make purchase decisions. Expect more use-cases like these to come from household brands in 2018.
12. Tech’s Reckoning
In 2018 the industry leaders are joining together to address the tech challenges and drive tangible actions. It’s been for quite some time – the questions around tech’s massive influence on civic life, and generalized hypocrisy when it comes to what the industry purports to stand for and how it operates behind closed doors.
12. The You-Universe
The trend toward a more personalised web will inevitably continue in 2018, but not without some necessary soul-searching on the part of consumers, brands, and platforms alike.
14. The Social Divide
In 2018, expect to see more examples of digital platforms taking steps bring people together in the real world—especially in the wake of some of the pushback these companies received in response to the 2016 election cycle.
15. AI vs Humanity
By 2020, 80 percent of consumer interactions will take place without a human. How much should we lean into the fantastic capabilities of artificial intelligence, and how much should we place controls on it today so we can harness it responsibly in the future?
Source: Social Media Week