Part of developing a strong marketing strategy is knowing what the trends are, and how to leverage them to your advantage. These last two years shook the world like no other time in history. Of course, this impacted marketing trends, too.
Businesses reliant on brick-and-mortar experiences made a quick pivot. Staying open for business was one challenge. The other challenge for all businesses—sustaining growth in a shaky economy. Digital channels proved a lifeline for those willing to meet consumers where they were (and still are!)
The Human Touch
Business owners and corporations often tout in-person customer service as the best way to attract and keep customers. This experience disappeared during the pandemic when commerce shifted primarily to online interactions.
Retailers found ways to bring that connection to the forefront of new marketing trends. According to an article published by Deloitte, consumers purchased from companies who were genuine in their dealings and showed compassion in various ways.
For example, banks allowed their clients to delay payments and cancel overdraft fees. Utility companies reduced their rates or sometimes allowed clients to pay only part of their bills. Other retailers and producers donated their goods to medical health care professionals and hospitals.
Creating a human connection was also imperative to growth and survival. Whether a friendly voice on the phone or a note attached to a delivered package, going above and beyond makes a difference to consumers.
- Key Takeaway: Developing trust plays a crucial role in marketing growth. Think about not just the mechanism by which you communicate, but what your style of communication says about your company. How can you add value to each and every interaction?
The Tech Side of Marketing Trends
Creating that sense of trust while meeting customer needs relies heavily on technology. While there are multiple channels available, one marketing trend that continues to grow is conversational marketing.
This strategy uses tools such as chatbots to help personalize an experience. Potential customers realize they may not be talking with an actual human being, but the familiarity of “conversation” adds an authentic feeling to an interaction.
Another way to use technology is to suggest additional items or services to a customer as they shop online. While it can seem like a play for sales, customers who can complete multiple purchases in one step, versus having to repeat the process multiple times, usually appreciate the convenience and forethought.
- Key Takeaway: Leveraging existing tools like an automated response, autoflow email campaigns, chatbots, and suggested items in an e-commerce solution all serve to help customers engage easily and quickly with your brand. They also have the advantage of freeing up your team to work on messaging and strategy, rather than answering the same basic questions over and over again.
Programmatic Advertising
While marketing trends point towards a higher level of caring, businesses still need to grow, and a tool like programmatic advertising can help you create accurate marketing campaigns that target specific users at specific times. Algorithms handle the ad buying, placement, and optimization while managing your budget.
This method can quickly identify online users through core demographics including gender, geography, interests, time, and days of the week. It’s not just channels, these services can stipulate which devices to use.
- Key Takeaway: This marketing trend can really pay off when executed well. Buying ads programmatically can yield an average conversion rate of four times higher than those purchased using traditional methods according to emarketer.com. Leveraging a specific “marketing mix” for your campaigns can really pay off. Consider not just your audience, but where and when to reach them.
Connected TV
Devices that can connect to televisions and provide video content (i.e. Roku, AppleTV) are known as connected TV (CTV) and projections state that by 2023 more than 82% of American households will be using these services to watch what they want, when they want.
Some premium content providers, like Hulu, offer the opportunity to reach these viewers through in-stream ads before or during programming. As with other ad platforms, you can pinpoint specific viewers using targeted demographics.
- Key Takeaway: As more and more viewers move away from the traditional TV experience, adding connected TV ads to your marketing plan and budget can be a way to reach a captivated audience.
Stay Ahead of the Trends
Looking to update your marketing strategy? Sinuate Media’s team of experts can help you adjust your approach to business and stay ahead of marketing trends. We have the experience and knowledge that will produce positive results.
Contact us today for a complimentary consultation, and we’ll take care of the rest!
