The past few years have been a time of radical change in the marketing world. The advancement of technology across all industries created a stronger sense of inter-connectivity, and consumer trends evolved, soon after, to meet these developments.
Although social media marketing is not a new thing, it saw an exponential increase in importance in the last few years; a trend which experts now agree will only continue to grow. This creates a unique opportunity for companies to roll-out new strategies to spread brand awareness.
Here are some marketing strategies to consider for the digital age.
Augmented Reality via Social Media
At the moment, we’re seeing AR on platforms such as Facebook’s 360° photos, where users can point their smartphone at a particular direction to reveal a virtual billboard or play a video. Snapchat has also recently been used to promote movies, with studios releasing special animated filter that displayed elements of the movie being promoted.
Aside from offering a very different experience to users, augmented reality, or AR, has other advantages. With the rise of location-based, targeted marketing campaigns, companies can soon leverage AR to display an ad on a social platform whenever a user is at a specific geo-physical position.
Live Video Streaming
With advancements in online video streaming, companies have been able to leverage live video streaming across multiple platforms to engage their customers. Experts agree that this trend will continue, and even grow further, in the next few years.
Most often used by social media influencers, live video streaming also enables customers to comment on their concerns and issues, offering companies a chance to respond in real-time.
As consumer trends push towards more personalized marketing, live video streaming enables companies to reach their customers in a more organic and transparent manner. This creates approachability in a company’s branding that resonates with current trends, and will be effective in creating a solid customer base.
Voice Search Optimization
Studies show that nearly half of all search queries are now made on mobile devices. Because mobile devices make voice-typing much more convenient, most users are now foregoing typing words in search queries. This means that voice searches are changing the way marketers view SEO.
Voice searches use a more natural and conversational phrasing than regular SEO, which usually utilizes keywords arranged in a barely intelligible sentence. With the prevalence of voice searches, companies need to leverage this and optimize their content to be more voice-search friendly.
Influencer Marketing, but…
Be cautious when using influencers on social media. Although the trend is alive and well, most analysts are still unsure about how long influencers will remain relevant in marketing. Most of the concern lies in the difficulty of measuring the ROI of an influencer campaign, as it is difficult to properly quantify the amount of “influence” an influencer wields.
Despite this, the influencer marketing trend still generates strong interest with companies. One study showed that 84% of marketers used influencer campaigns in the last couple of years, with analysts predicting this number to double in the coming months. One of the strengths of influencer marketing is its ability to utilize the current trend of personalized marketing by presenting products in a more natural and less “staged” manner.
Perhaps the most important aspect of any marketing campaign in the digital age is creating more personal, almost one-on-one marketing strategies that target the individual user. As discussed throughout this post, consumer trends are now less focused on company-centric, brand-specific ads. Today’s consumers are drawn more towards customer-centric marketing campaigns, as these campaigns promote a sense of approachability in relation to a company’s brand.
One-on-one marketing is still a long way’s away, but experts agree that the next few years will see advancements in technology that will make this possible. Personalizing your company’s brand creates transparency, which is something that today’s consumer’s value. Customers want to feel that your company cares about them – and creating a marketing campaign that addresses their personal needs and concerns is an effective way of generating larger revenues for the digital age.