If you work in marketing or even dabble in it, you’re aware that trends are continuously shifting and evolving. Keeping up with new technology and fads can be difficult, so we’ve put up a list of the 11 most effective marketing techniques for 2022 and beyond. What should marketers anticipate? What are the most effective new marketing tactics in the coming years? Continue reading to learn about the best digital marketing trends and how to apply them to your company.
Table of Contents
- 1. Conversational marketing
- 2. Highly personalized content experience
- 3. Influencer Marketing
- 4. New Social Media Trends
- 5. Continued Digital Transformation
- 6. Direct Mail
1. Conversational marketing
What is the definition of conversational marketing?
Chatbots and voice assistants are used to communicate with users and hold conversations with brands. It’s also utilised frequently in online marketing campaigns, with click-to-messenger being one of the most popular paid advertising options. Conversational marketing relies heavily on artificial intelligence and machine learning.
Why is it so successful?
According to IBM research, 70% of customers demand rapid responses to their concerns and enquiries. It’s a powerful way of driving engagement, which boosts conversion rates and increases return on investment from a marketer’s perspective (ROI). Chatbots can pre-screen prospects using AI and only send qualified leads to the sales team, making the sales process more agile. Conversational marketing also aids in the collection of a broader range of audience data in the age of data-driven digital advertising.
Conversational marketing benefits consumers by increasing trust and improving the customer experience. According to a survey conducted by Salesforce, 42% of consumers do not trust brands, which is often due to a lack of responsiveness or slow customer service. Brands can provide instant responses at various touchpoints by utilising conversational marketing, which increases brand loyalty and buy-in.
How to Make Conversational Marketing Work for Your Company
To take use of conversational marketing, a variety of techniques are available. Click-to-messenger is a great approach to start discussions with customers on social media platforms like LinkedIn and Facebook. Live chats and WhatsApp messaging buttons are prominent conversational marketing tools on websites.
2. Highly personalized content experience
What is a content experience that is highly personalised?
It’s content that’s personalised and customised to each particular user, as the name implies. Amazon, Netflix, Spotify, and Facebook are just a few examples of well-known companies that successfully tailor content for each customer. When you visit Amazon, the home page shows you products that are likely to interest you based on your prior purchases and browsing history. Netflix and Spotify both provide movie and television series suggestions based on your viewing history and favoured genres. Facebook, meanwhile, employs algorithms to decide what kind of information to display in your newsfeed.
Why is it so successful?
Following the Covid-19 pandemic, lockdowns, and increasingly virtual living, highly tailored material is more popular than ever. According to Hubspot research, 74% of internet consumers are annoyed by content that appears to have nothing to do with their interests. Experts think that society has become practically “immune” to material because to the amount of time spent on devices consuming content during the 2020 lockdowns.
Brands can stand out and speak to their ideal customers in a way that is relevant to them by personalising content. Hubspot also looked at data from nearly 100,000 call-to-action buttons (CTAs) over the course of a year and discovered that tailored CTAs got 43% more clicks than generic ones.
How can you use tailored content in your company?
Businesses must be proactive in acquiring consumer data and have powerful data analysis, AI technologies, and CRM systems in order to create highly tailored content. Brands can strengthen their relationships with their audiences by personalising content, which helps boost engagement and conversions.
3. Influencer Marketing
What is the definition of influencer marketing?
It’s similar to celebrity endorsements in that brands use social media sites like TikTok and Instagram to promote their marketing initiatives. It’s not a new style, but it’s acquired a lot of attention in recent years due to its simplicity. Influencers (including micro-influencers) create material in which they interact with a company, whether by utilising one of its products or services or by interacting with its workers.
Why is it so successful?
Because of the “engagement factor,” influencer marketing frequently outperforms traditional celebrity endorsements: individuals connect with influencers and are thus more likely to respond to marketing campaigns. Jesse Driftwood, a photography influencer, collaborated with Amazon subsidiary Audible, which specialises in ebook subscriptions. Despite having fewer than 100,000 Instagram followers, Amazon recognised that he had a devoted following with high levels of engagement. Driftwood’s postings about Audible drew a lot of attention, with users saying things like “that’s a great idea” and “can’t wait to try it.”
Consumer behaviour and psychology, such as recommendations, are also used in influencer marketing. Consumers trust personal recommendations more than traditional digital advertising, according to market research firm Nielsen, thus influencers are the ideal way for firms to produce individual suggestions in bulk.
Influencers on social media specialise in a specific niche and have followers who share similar interests. This means more focused advertising for marketers, which reduces ad cost. For example, National Geographic recently collaborated on a social media marketing campaign with wildlife photography influencers. Naturally, their fans will be interested in the National Geographic brand, just as they are in animal photography.
How to Make Influencer Marketing Work for Your Company
For the best results, brands should look for influencers that post material on their product or industry. Marketers can use hashtags to track down influencers on various social media sites or hire influencer firms. Before contacting influencers, firms should identify their objectives and target audience, like with any marketing effort. The most common sort of influencer marketing content is influencers posting images and videos of themselves using a brand’s product or service.
4. New Social Media Trends
In 2022 and beyond, video content and social selling will be the most popular new features on popular social media platforms. Video and Livestream have become more popular than ever since the rise of TikTok. In fact, Instagram launched Reels in 2020 in response to TikTok’s dominance in the video space, according to many social media experts.
Since Facebook launched Shops across its network in May 2020, social selling has been on the rise. Brands can now use social media as an e-commerce platform by uploading products that can be purchased directly on the platform.
Audiovisual content is 40 times more likely to be shared than non-audiovisual posts, according to studies. And video is the most popular form of advertising, with higher engagement than text or image-only ads. When considering a purchase, 80 percent of consumers prefer to watch videos rather than read content. With statistics like these, it’s clear that consumers prefer video, which marketers can take advantage of when developing campaigns. According to some social media experts, videos can increase conversions by up to 30%.
According to market research, 87 percent of consumers believe that social media helps them make purchasing decisions. Consumers typically conduct product research on social media, reading reviews and content before making a purchase on a company’s website. With new shopping functionality on platforms like Facebook and Instagram, consumers can purchase products directly through the platform. This makes for an easier and more streamlined customer journey, which in turn increases conversions. In China, stats show that 70 percent of Gen Z consumers purchase directly through social media.
While there are high-tech cameras and clever editors, really anyone with a smartphone can record a video for social media. Marketers can repurpose evergreen content to create videos, and make use of Stories, Reels, and Lives to drive engagement. Social media teams should analyse audience data to determine the best types of content and times of day to post for the best results. And avoid the common mistake of trying to be on all channels, and instead focus on the platforms most used by your audience. For social selling, marketing teams should go to their account settings to configure shops and upload their products for sale.
5. Continued Digital Transformation
What is marketing’s ongoing digital transformation?
It refers to how businesses adjust their business models, products, and internal structures in response to new digital-driven consumer trends. In marketing, digital transformation involved organizations shifting their marketing mix to include more digital platforms, such as social media, rather than print advertising. For 2021 and beyond, further digital transformation in marketing refers to how firms use new technologies to optimize their marketing operations and improve consumer experience.
Why is it so successful?
Continued digital marketing transformation implies more data-driven campaigns and optimization, which leads to higher conversions, reduced ad spend, and higher ROI – something that traditional advertising cannot achieve. According to data, client acquisition costs (CPA) have risen for 86 percent of organizations in the last two years. Brands should focus on improving user experience and increasing client retention to assist lower CPA.
Alexa, from Amazon, is a great example of customer-centric digital change. Assume you want to order your favorite coffee flavor. You no longer need to go online and search for it; simply tell Alexa “order my favorite coffee,” and Amazon will take care of the rest using artificial intelligence-powered voice search. This is referred regarded as “headless commerce,” and it’s an excellent illustration of how businesses can use technology to improve user experience and retain customers.
How to maintain your digital transformation in your company
Digital transformation does not have to be as complicated as Alexa. Marketers in small firms and startups have a variety of tools at their disposal to continue their brands’ digital transformation. Digital transformation in marketing includes Google Analytics, A/B testing, and customer data platforms (CDP).
6. Direct Mail
What is direct mail, exactly?
The term “direct mail” refers to actual marketing materials that are addressed directly to a potential customer’s house. Brochures and letters with special offers are examples. In contrast to the other points in this article, direct mail defies the trend by using print-based marketing rather than digital marketing. However, research shows that 70% of customers engage with a company online after getting direct mail from them, therefore direct mail will play an increasingly essential role in multichannel marketing strategy in 2021.
Postcards have surpassed letters and brochures as one of the most effective direct mail formats in 2021, thanks to their lack of an envelope and short content. It’s also less expensive than regular letter delivery. Another trend is short text, with data showing that direct mail would have 62 percent less words in 2021 than it did in 2014. In 2021, the average word count for direct mail was only 500 words.
Why is it so successful?
Because of changing customer habits, direct mail is making a comeback. Many customers have become “numb” to digital marketing initiatives as a result of the content marketing boom and remote working being the new normal. According to studies, 70% of consumers value direct mail because it is honest and personal, making them feel cherished. According to the same report, 56 percent of physical mail is kept in homes for more than 28 days after delivery, which naturally boosts brand exposure. Direct mail’s sensory character also contributes to its effectiveness.
How to Use Direct Mail to Grow Your Business
Direct mail is a more expensive form of advertising due to postage and printing costs, therefore marketing teams must ensure they have the data and tools they need to assure its efficacy. Before targeting a bigger audience, it’s a good idea to test and optimise several direct mail campaigns on a small group of clients. Consider including QR codes in your material to direct customers to your website.
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