No matter what industry you’re in, there’s always new trends to keep up with; marketing is no different. Many marketers and brands are willing to jump in and try the newest trend to hit the market, some of these changes will have a direct impact on marketing campaigns, whether you are ready or not.
For the marketing industry many of these new trends often become industry staples (like social media), whereas other trends seem to just fizzle out after a few months.
With 2018 coming to an end, there are a few trends that have caught everyone’s attention and are predicted to grow over the next few years…
Ahh the trusty Google Adwords. They have been a major player for years, but now they have been able to evolve into one of the most effective advertising platforms to bless the internet.
Gone are the days of pay-per-click and generic keyword optimisation, Google seem to be focusing on machine learning and customer-centric marketing. Google connects three optimisation technologies; automated targeting, automated bidding, and automated ad creation.
This enables marketers to reach people during all stages of the buying cycle, from people beginning to show brand interest, to those ready to make a purchase. Adverts will also only appear where they will get the most response for the most value, making sure all marketers are making the best use of their ad budgets.
This change is already making progress, but it will definitely impact Google’s ad placement specifications for many years to come.
New Forms of Native Advertising
Native advertising is basically paid advertising on social media platforms that aims to blend in with the platform, while still promoting a brand.
Conventional digital ads are great, but using native advertising methods can create better authenticity and engagement with audiences.
Trouble is, consumers are noticing the “hidden” promotional content brands are posting and they demand more transparency from brands using these methods.
For example, the influencers in various niches are being paid based on their potential reach and following, but their sponsored content is now becoming too common and consumers are quick to point out the obvious plea for people to buy a brands products.
Social Media platforms are changing the way they display their sponsored content as the Federal Trade Commission have started handing out warnings to influencers who fail to reveal that the products and brands they promote is paid content.
So, to the next Kim K planning to become an Instagram star, you may have a harder time than you thought!
The key to effective marketing is to know what your customers are thinking, an impossible task unless your psychic.
Thanks to AI and machine learning, marketers are able to customise messages and effectively target users on more than just basic demographics.
Before it was more of a guessing game, but now things like activities, habits, interests, and purchasing preferences are available to marketers at a click of a button, all you need to do is make sure you know how to use these actionable metrics to convert your marketing efforts into sales.
Voice Search Marketing
Voice activated devices are becoming a common sight in homes and offices across the globe. It’s predicted that by 2019, there will be 67 million devices being used and companies like Apple, Amazon, and Google are leading the market.
Consumers are using this technology to listen to their favourite music and create shopping lists, but marketers and brands are shifting towards this technology for advertising purposes.
It’s never been so easy to order your favourite shoes; or bread…
These devices are offering unique opportunities to make ordering products easier and brands are formulating their campaigns using previous purchase information to enable customers to buy their products simply by using their voice.
Now consumers may not be comfortable enough yet to order with their voices. Imagine trying to buy a simple t-shirt, “Alexa, order me a double extra large Nike essential t-shirt in grey”; there’s plenty of room for users to make an error and end up with the wrong product, especially if you have a strong accent.
Brands are already looking at various ways to get around this issue by capitalising on “wake words” and “jingle phrases” so that users can order their products much easier.
These voice technologies are likely to become a lot more responsive, authentic, and analytical as the top brands compete to be the best in this field.
These developments will cause a chain of events that ultimately replace the way we embrace media, social platforms, and other opportunities for marketing.
We have seen a rapid change in technology over the past ten years, going from computers and laptops, to mobiles and tablets; now to voice-controlled personal assistants. Welcome to the future!
The primary goal for any brand or marketer is to choose the best option for their audience as the technology we use goes through many changes in the years to come.
How is your business incorporating these marketing methods and technologies? – Let us know in the comments below…