What are the four marketing trends that are dominating right now?
The marketing environment is constantly shifting. It is an arena that thrives on innovation, creativity and evolution, and as such the techniques that worked so effectively a few years ago will not necessarily reap the same rewards going forward.
It can be difficult to keep on top of the latest – and often most effective – trends, methods and approaches, especially when they are liable to change by the month, which is why working with an expert can help your business no end. By liaising with an organisation that eats, sleeps and breathes marketing in all its forms, you can stay ahead of the game and gain competitive advantages.
So, with that in mind, what are the four marketing trends that are dominating right now?
Customers are, increasingly, attracted to marketing collateral that speaks directly to them. In fact, research has found that 70 percent of consumers will only consider purchasing from a company if the marketing material they receive is personalised for them directly (https://www.smartinsights.com/ecommerce/web-personalisation/consumers-personalized-marketing-engagement/). And, when you look from the perspective of the organisation, such an approach makes financial sense; a recent study discovered that companies with an emphasis on personalisation tend to be able to increase profits by as much as 15 percent (https://www.pure360.com/why-personalisation-is-important-what-7-statistics-tell-us/).
#2. Marketing Will Become More Conversational
Conversational marketing is all about talking to customers, understanding their specific needs and embracing feedback, all with the goal of streamlining your offering – be it a service, solution or product – so as to give the consumer the greatest degree of value. Conversational marketing necessitates the use of social media: by using Twitter, Facebook and Instagram, and letting consumers know that you can be reached via these mediums, you will be able to have useful discussions easily and quickly. And, when you consider that nine in 10 consumers say they use social media to reach out to organisations, it makes sense to make the most of these incredibly powerful channels (https://v12data.com/blog/90-percent-social-media-users-reach-out-retailers-why-social-media-your-secret-weapon/).
3. Data, Data, Data!
Data and analytics can, when gathered and assessed adequately, give your business a massive cutting edge when it comes to marketing. Data has been vital for years, but it’s only set to become more integral to business success going forward, and research supports this claim. According to research carried out by McKinsey, companies that ‘intensively’ analyse customer habits and then create marketing material on the back of them, perform 23 times better than their rival operations (https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/five-facts-how-customer-analytics-boosts-corporate-performance).
4. The Need to Embrace Technology
There are any number of pieces of software that promise to help your marketing material perform ‘better’. When used properly, such software can be incredibly powerful, but the key is realising that some options are far better than others for you and what you are trying to achieve. Choosing the correct software can be a bit of a minefield, so working with an expert to better understand exactly what you need, how particular technologies can benefit your business, and what you stand to gain in both the short- and long-term, can help your company grow and thrive in ways that you perhaps haven’t yet even contemplated.