The world of marketing is always changing; and similar to all other types of change, we are made to adapt.
A marketing and advertising campaign that is planned and executed effectively can serve the needs of any business, but times have changed and so has the marketing landscape. Customers and businesses don’t interact in the same way they used to. In this day and age, your digital presence should be on the RISE.
When employing digital marketing efforts, it’s important to keep up with marketing trends. Proximo is here to tell you what trends to look out for to help you get ahead of the game.
1. Omnichannel Marketing
Think multichannel marketing, but on an even larger scale. In omnichannel marketing, you create consistent marketing touchpoints that work together and reinforce each other on every available channel. Most businesses use social media, search engines and email as their marketing channels.
Other channels you might consider are:
- Virtual Assistants
2. Chatbots and AI
Chatbots are little AI helpers that are integrated into websites. They can answer questions and fulfill requests, offering personalized interactions without the difficulty that often comes from having to talk to the Human Resources Department of any given business.
They’re super convenient. This nifty software is already used extensively on Facebook and usage is expected to increase as new possibilities for them emerge.
Everything is personalized these days: computers, phones, online radio. Marketing is no different.
Studies show that ninety percent of the U.S. population finds personalized marketing to be appealing. Another 44 percent say that they are more likely to buy from a company again after a personalized shopping experience.
Personalization is expected to become the number one tool across marketing channels.
4. Video Marketing
Videos as a marketing tool are not expected to outgrow their britches anytime soon. It has already become one of the most successful marketing tactics, and is expected to make up more than 85 percent of internet traffic by 2020. Vertical video formats are also on the rise, thanks to Instagram.
5. Zero-Click SEO
It may not have even occurred to you that there’s such a thing as zero-click search results; even though you’ve probably seen them many times. These are the search results that are automatically generated by Google to answer a search query that comes in the form of a snippet.
In order to see the organic search results, you’d have to actually scroll down. Zero-click results are a big deal because they already make up over sixty percent of Google search results.
Some of these snippets come from websites that rank on page one, but it’s uncertain yet how Google decides which ones to display.
6. Voice Search Advertising and Optimization
When virtual assistants like Siri, Alexa, and Google came along, voice searching was born. You can play music and place orders online without having to whip out your phone or other smart devices.
Voice search has made it easier to find information, while reducing screen time. Twenty percent of Google searches now take place through voice search. People love it; that’s why it’s not going away any time soon.
Your business should start optimizing its content for voice search by making it more conversational.
7. Live Video (AKA “Streaming”)
As video grows in popularity, so does the idea of live video, also called “streaming” or “live streaming.”
The major draw of live streaming is that the person in front of the camera – whether a social media influencer, celebrity, or gamer – is interacting directly with viewers’ comments. This is all thanks to platforms like Twitch, which are popular for streaming video gameplay.
Even YouTube has a live-streaming function. When done right, a live stream can be incredibly useful for marketing.
8. Content Experience
You’ve heard the term “user experience,” right? Well, it’s time to make way for content experience. What is that though?
Content experience is a combination of content, context, user interface and experience. It falls in line with making content marketing more personalized and tailored to specific audiences and even individuals.
Everyone experiences content differently and whether or not their experiences are good or bad determines whether or not there will be a sale. It also determines how a brand is perceived.
This approach helps put more control back into the hands of marketers than content marketing.
Adapting to changes in the marketing world early in the game is the best way to stay ahead. Keep these trends in mind and implement them going into next year and you’re sure to be ahead of the competition.