Marketing is constantly evolving and changing, with old techniques becoming less effective and new techniques emerging all the time. It’s important to stay abreast of the biggest digital marketing trends, as the fastest way to fall behind in numbers is to lose track of the advancements marketing has made and not hop onto new trends. Certain trends are bigger than others, and some simply can’t be ignored when it comes to updating your marketing repertoire and reaching out to more new customers.
In a day and age when everything operates off of our personal details – from simple things like our race and age to more complex factoids like our job positions and musical preferences – personalized marketing is key to conversions. 80% of customers report that they’re more likely to do business with a company that provides personalized marketing directed specifically towards them.
Just putting a name into an email isn’t enough – you need to be tracking user habits and interests and marketing products and services based on their personal history. The important thing is to be consistent across platforms – if your user purchases a product, don’t suggest that product to them in an email the next day. Instead, suggest related or supplemental projects based on that knowledge to improve their experience and increase potential sales.
Video marketing has become a key tool in describing and selling products, and not just video ads. Long-form copy and product descriptions are no longer viable in a mobile age, as these types of pitches are clumsy and difficult to read on a mobile device and even on a computer screen. Instead, more businesses are moving to video to showcase themselves and improve their conversion rates.
87% of customers say they’d like to see video marketing from brands rather than text copy, which means that video is a key field to dip your toes into. While most businesses already use video copy, producing high quality video is the key. Engaging, colorful, and interesting videos are more likely to create conversions. Video isn’t just limited to YouTube, either; sites like Facebook or site blogs are great for video as well, and video on a web page can actually increase SEO rankings significantly.
Google’s Image Search is a good example of the early days of visual searching, which has culminated in Pinterest, creating a visual search element that is now used by Target as well. The human brain is primarily visual, and text searches just aren’t cutting it anymore. If you want customers to find and identify your products, you’ll need to incorporate visual search tactics into your pictures and web design.
This means making sure your photos are free of clutter and that your product can be easily identified by an algorithm looking for identical or similar products. 62% of millennials want to see visual search more than any other type of marketing technology, which means that tapping into one of the biggest demographics means at least optimizing your listings for visual search through Google or Pinterest.
Social commerce is the inevitable combination of shopping and social media. With the amount of time that we spend on social media each day, especially those of the younger generations, marketing tactics were bound to migrate towards shopping directly on the platform. An example is Instagram Shopping, a feature that lets businesses post pictures of their products with price tags and links embedded in the post.
To boost your social commerce sales, it’s best to post regularly and at peak times to ensure your posts get seen by the maximum number of people. This may mean scheduling your posts to reach optimum times if you’re not available. Gen Z spends 2-3 times more time shopping on social media channels than other consumers, which makes Instagram and Snapchat prime marketing directions for social commerce.
A major player in the upcoming market, influencer marketing is a way to reach customers in a fashion that’s considered more authentic and trustworthy than traditional marketing. 92% of consumers trust a peer recommendation over traditional corporate marketing, making influencers a strong contender for some of the best marketing options out there.
The important part when choosing an influencer is thinking about your audience as compared to their audience. Obviously, you want the two to match up, but you also want to make sure their audience is primarily real followers rather than bots and that their engagement is high. All of these factors will increase your ROI when it comes to investing in influencer marketing.
Customers love 24/7 support, but it can be difficult to keep that support when you’re relying on a human employee. The alternative is chatbots, AI chat systems that provide customer support even if your entire team is asleep. Chatbots can be key for smaller operations that may not have the manpower to staff overnight, and studies show that 63% of customers actually prefer chatbots to real people due to response time and quality.
Chatbots also save you time and money when it comes to having someone man a customer service chat constantly. Instead, you can use a chatbot – ideally with integrated visual search – to support your customers at any time with any question.
Some common examples of predictive analytics include Google’s search completion or Amazon’s product recommendations, which may account for as much as 30% of their sales. Predictive analytics is a way to use existing data that you have on your customers to predict what they may want or need from you in the future. This is key to getting ahead of the game and ensuring that customers come back for supplementary products and services.
You can use these predictive analytics to know what a customer needs before they do and suggest products or services based on their history on your website or around the web when information is available. You can also use data like demographic data and search history to predict marketing techniques that they may respond favorably to, which plays back into personalization.