Have you developed your marketing plan of attack for this year? Where are you going to spend your time and what are you going to do when you get there? If you haven’t developed a new strategy, fear not. We compiled a list of 8 trends you need to be aware of this year.
The future is here. The next ‘phase’ of the internet is here, the metaverse – a place where virtual reality and augmented reality mix. Facebook officially changed its name to Meta to correlate with this future. While creating a name for the parent company is logical, the choice is what matters. This is a big bet on the future of the web. Given the metaverse’s limitless real estate, companies are bound to look to fill its three dimensions with their logos and products. Marketers should begin to look for opportunities for their businesses in these spaces.
Influencer marketing is set to reach $13.8 billion in 2021 and continue to grow, even for B2B. Influencer campaigns inherently provide context and relevance since the influencer is endorsing the product. This gives brands the opportunity to have everyday customers sell and promote their products. Marketers should look for opportunities to partner with influencers in their space.
Advertising & Privacy
Digital ads are heavily reliant on data. New privacy regulations like the iOS update and the pending removal of cookies have been reducing the data used in artificial intelligence. Be sure to assess the impact that this will have on your advertising targeting and be proactive.
Marketing automation can help brands with ongoing contact with customers. It takes a bit of time to implement automation like social media scheduling, email workflows, retargeting, and analytics, but once you’ve got them up and running, it gives you an opportunity focus on other parts of your business and continues to grow. Think strategically to focus on what really drives their business growth.
Search engine optimization is one of the most valuable forms of digital marketing. If your website isn’t optimized for your customers, not only will they have trouble finding you, but they will also have a lackluster experience they have on your website. As search algorithms have continuously become smarter and more contextual, marketers need to focus less on the “hacks” and “tricks” of SEO and more on providing an outstanding and meaningful experience to their users. Implementation of local SEO is important and must ensure that your business’s geographical data and contact details are updated. These days, website traffic is overwhelmingly mobile; however, most websites still don’t have fully mobile-optimized experiences. While you are optimizing your website, keep mobile at the forefront. At the very least, update and complete the information required in your Google My Business profile, or create one if you haven’t already.
We’re going on year six of video being one of the most talked-about trends in digital marketing, and yet here we are. Live streaming is continuing to gain popularity and viewership. With new shopping opportunities, Facebook’s Live broadcasts quadrupled in a single year. Short-form videos have also grown in popularity. As people get tired of Facebook’s and Instagram’s oversaturation of users and brands, algorithms, and other things, many are gravitating to TikTok. This means more short-form, vertical videos and showing your face in front of the camera. Even if you don’t plan on jumping on TikTok for your marketing, marketers and small-business owners who are used to being behind the camera should look into how they can talk directly to their audiences through video.
Nielsen’s Podcasting Today reports podcasts are sharply becoming a prime medium for advertising opportunities. Spotify recently launched Call-to-action cards (CTA Cards) on their platform for podcasters. Spotify reports that podcast consumption in the country more than doubled from March 2020 to 2021 – figures they hope to grow as they collaborate with more local creators.
Heavy Users are more likely to inquire and/or avail of a product or service mentioned in a podcast compared to Light Users. These stats are welcome news both for the creators seeking sponsors and the advertisers whose audiences have developed distrust over traditional ads seen online. Whether you are looking to create your own podcast or looking to advertise on one, audio isn’t going anywhere.
The ongoing need for imagery for social media posts means that brands need to continuously look at revamping their lifestyle imagery. Photos involving people often get more engagement than the perfectly posed product shots. When developing content for social media and your website, think about how your customers will be using the product and what emotion you want them to feel when using the product and that will help you develop your lifestyle content.
In the marketing world, it is easy to get distracted by shiny new digital objects and trends. While you are strategizing on the new trend, don’t forget to focus on your foundation: who are you targeting, why are you targeting them and how will you effectively engage with them. If you have any questions on these trends, contact us today!