A variety of new marketing techniques have flooded the digital space amounting to some of the most useful tools for businesses who are seeking to accurately identify and capitalise on their targets.
Gone are the days where consumer behaviour was as cryptic as your astrology chart; these tools have revolutionised research allowing businesses to adapt to an evolving market and an informed consumer.
In 2020 itself, we have seen how AI, voice search, and interactive content has been among the most prominent trends in digital marketing.
Let’s have a look at what these marketing trends hold for us in the future -
Artificial Intelligence (AI)
Our expectations of what AI can do has transformed over the last decade. AI is a subset of computer science that aims to understand whether machines can think. It is the mission to introduce human intelligence to machine systems.
Stuart Russell and Peter Norvig attempted to explore four different approaches that have previously been used to define the field of AI:
• Thinking humanly
• Thinking rationally
• Acting humanly
• Acting rationally
Even though these approaches may seem somewhat abstract, they help provide a blueprint for merging machines and programs with machine learning and other subsets of AI.
We are surrounded by Artificial Intelligence, and there is no doubt that you interact with this science on a daily basis.
• Go ahead, try to unlock your phone
When you attempt to unlock your device using your face ID, your phone is using artificial intelligence to enable that functionality. What’s next?
• Instagram (probably… actually most definitely).
AI is the reason you see a customised feed. It learns what content or subjects you resonate with most and accordingly shows you posts and gives you suggestions.
• Let’s face it, we’d be struggling without spell check!
If you’ve been working from home like the rest of us, chances are you have some experience drafting emails and messages. Spell check tools are activated to help you draft messages without any errors and these incorporate AI to adapt to the way you write and the words you use. These are just a few of MANY ways we encounter AI every day.
Speaking of artificial intelligence, have you ever relied on a chatbot for assistance?
Chatbots
A chatbot is an AI program that can simulate a conversation with a user in natural language through websites, apps or by phone. Today, chatbots are most often used in the customer service space, replacing the need for an actual person having to respond to thousands of inquiries a day.
They help improve customer experience and can increase customer engagement. Even though chatbots are predominantly used to make customer service easier and more cost effective, they are also being used as an efficient conversational marketing technique.
Conversational marketing is a quick and effective way to have real time conversation with customers. Conversational marketing uses AI-configured chatbots to engage with consumers when they’re on your digital platform. This form of communication with your customers helps attain the right leads, much faster! It is also much more convenient than the response cycle of an email (3-5 working days).
Chatbots are increasingly becoming a popular method for businesses that want to connect with their consumers and generate results faster.
Did you know that platforms such as Sephora, Lyft, Domino’s and eBay use conversational marketing?
Personalisation
Personalised marketing is a strategy through which companies utilise technology to deliver individualised content to their customers. If you wish to stay relevant and make your products and/or services stand out, you need to personalise your marketing!
Interrupted by the flurry of ads when you’re scrolling through your memes? Well, you’re not alone.
According to an Epsilon survey of a 1,000 consumers, 80% say they are more likely to do business with companies that offer personalised services!
Here is one of the most innovative examples of a personalised marketing campaign that used AI to reach a wider audience and support local businesses. “Not just a Cadbury ad”
Video Marketing
Video marketing is a strategy that merges engaging video content with your marketing campaigns. Videos can be used for nearly everything your business hopes to accomplish, like; building a relationship with your consumers and promoting your brand.
Video marketing could be considered as the most important marketing trend today as they are by far the most popular way that consumers want to discover your brand. We, as viewers, love consuming an unlimited supply of content thanks to our digital devices and research proves that digital consumers find video content more compelling.
Think about it…Have you ever shared a brand’s video? Has watching a brand’s video made you feel more confident while investing in one of their products or services?
Check out this animated brand mission and product video by Love Stairlifts, UK.
Influencer/ Celebrity Marketing
It’s 11am on a work day but of course you’d rather be at the beach Kylie Jenner just posted from, sporting a brand new line of sunglasses.
Influencer marketing involves endorsements and product placement from influential people and organisations that have a social influence in a particular field to amplify your brand’s message to a larger audience.
The influencer marketing strategy has grown increasingly popular as consumers are placing more trust in celebrity or influencer opinions as they find it more authentic than corporate advertising.
This can be attributed to how the follower perceives their relationship with the influencer and a sort of relatability factor. As a result, this has also given rise to platforms like Winkle which not just allow you to connect with big Instagram personalities but also micro influencers who drive a smaller set of audience but a higher “influence”.
It is no secret that the marketing industry has changed drastically in the last decade, and will continue to change constantly in the future with the rise of new technology and social media platforms.
It is essential for businesses to have adaptable marketing strategies in order to appeal to younger audiences and widen their reach. Which of these 5 marketing trends do you find the most interesting? Let us know in the comments.
.svg){kind=icon}