With all the uncertainty in the world, now is as good a time to truly scrutinise your marketing goals and determine where you stand based on that. Consumer behaviours are changing faster than ever now. Marketers keep up to new marketing trends, be adaptable and adopt new strategies to keep the business relevant. Looking back to 2020, it is clear that businesses who were able to pivot their operations and strategies were the ones who survived this new normal. Let’s delve into some of the latest marketing trends that you should get your business into.
1. Progressive Web Applications (PWA)
PWA is a hybrid of your regular web pages and a mobile application. It combines features that are most used in modern browsers and inserts them into a mobile experience. The term progressive in PWA refers to the ability to enhance the user experience depending on the browser’s capabilities. What makes PWA special is that it only consists of a single codebase which is able to reach anyone on any device to deliver varying degrees of functions depending on the device.
PWA is able to combine the benefits of both reach and capabilities in order to deliver the best web experience for your users.
Source: Web.dev
PWA puts the users first. By putting the users’ needs first, Google has discovered that customers prefer F.I.R.E experiences – Fast, Installable, Reliable, Engaging. By leveraging modern web capabilities, your users will have faster and easier access to your products and services, directly contributing to a positive impact on the business.
2. In-mail Purchases
While not a new marketing trend, everyone knows that email marketing has been the cornerstone of most ecommerce businesses. Most of the time, it involves adding a link to the email content in order to drive subscribers to the website. From there, users will be encouraged to make a purchase on the website.
With in-mail purchases, this customer journey is further optimised. Your subscribers will be able to make purchases in their inboxes itself. This provides a more native experience where the interaction feels more app-like.
For example, Mailchimp is already implementing such changes where their users are able to enhance the subscribers’ experience. By providing more data, such as search history, purchase history and most visited websites, super sophisticated targeting could be achieved. This allows businesses to form more intimate connections that are customised to the behaviour of the subscribers.
It also allows for a more seamless marketing which addresses the needs of the customers, rather than just product promotion.
3. Virtual Reality (VR)
While VR is not exactly new technology, there is great potential to integrate the technology into your digital marketing strategy. Furthermore, with the rise in 360 degree videos, the appeal for VR is rising in tandem.
For the uninitiated, VR simply refers to the creation of simulated experiences. It allows its users to interact with a simulated 3D world by putting on a head-mounted device or glasses for display. Users will experience an immersive adventure that feels real.
For example, Adidas launched a campaign in 2017 which allowed its users to delve into the extreme sports of mountain climbing. Users will be able to experience a 360 degree view of the journey, making the adventure feel authentic. This is a fantastic way to generate awareness about a product and a sport that would have otherwise not been accessible to users. Users are more likely to find the product more appealing after experiencing the VR campaign.
4. Chatbots
Chatbots utilise the power of AI to carry out a conversation with users according to a predetermined scenario. It enhances your FAQ as it makes it easy and efficient for your customers to find the answers they are looking for. Therefore, chatbots also help your business to build better customer relationships and drive sales.
Chatbots can be useful to any business, regardless of the product or service you provide. When done right, the data from these chatbots can provide you with critical insights on your customers’ needs and preferences. This helps you to efficiently usher your customers down the sales funnel and contribute to the lead nurturing process.
For example, if you are running an ecommerce store, it will be smart to ensure that the chatbot your build also allows you to take orders directly. The best types of chatbots are those that help customers to make the micro-decisions that will eventually lead them to make a purchase. In essence, the chatbot you are creating will need to provide a solution to your customers when they are looking for it.
5. Influencer Marketing
Countries are implementing constant changes to their policies and laws, affecting the way we live and play. With socially distant practices becoming the norm, it becomes increasingly important for businesses to maintain the human touch. This is why we have been seeing an uptick in human-driven content such as live streams. Consumers are craving for that “in-the-moment” connection now more than ever before.
Social media platforms are never too far way from new marketing trends. Facebook and Instagram have reported that their live views have more than doubled in a week. TikTok, an up and coming social platform, has also reported tremendous growth in their global users and monthly active users.
Thus, brands who have built a collaborative relationship with influencers have also seen their business grow. Influencers are connecting with their followers on a more personal level and utilising live platforms to showcase their lives and their favourite products. This works brilliantly for brands, especially if the live streams are also shoppable, allowing viewers to make purchases while watching.
Conclusion
Granted, some of these marketing trends aren’t radically new. However, with the world rapidly changing, consumer needs are rapidly changing too. Keeping up with these changes keeps your business relevant and helps you stay attuned to your customers’ needs. It is paramount for your business to remain agile and quickly adapt itself as you strive to grow and connect with your customers.
