From personalization to omnichannel. What trends should marketers take into account this year?
Digital at an active pace continues to shroud the economy and all its areas. There is a huge amount of innovations in marketing using the latest digital technologies and is developing, as they say, by the day.
Here are 5 trends that are not only well-known, but this year will also gain momentum in the field of digital marketing.
1. Global Personalization from Product to Content
To conduct successful and effective activities at each stage of interaction with the client, it is necessary to remember the principle of personalization in all its manifestations.
Everything is possible thanks to access to the following categories:
– research on consumer preferences and behavior;
– information about the purchase history;
– specialized software for implementing the receipt of user-generated content.
– 90% of consumers consider personalized experience to be the best in a company-client relationship;
– 80% of consumers are loyal to the company only if it offers a personalized approach;
– 63% of consumers do not perceive general advertising messages at all.
Surely, everyone noticed the moments of personalized marketing by companies. Take, for example, the same MAKEUP or Rozetka online sites: immediately after user interaction, they will be “harassed” by personal calls in the form of links to recently purchased or similar products, mailing by e-mail, as well as personal calls from managers to help with ordering and feedback.
2. Influence Marketing: Word of Mouth
The basis of this approach is the use of key opinion leaders to promote the brand.
An agent of influence can be:
– brand ambassadors;
– bloggers (mainly on YouTube and Instagram platforms).
As a rule, their task is to disseminate information about a business, brand or individual product through their accounts on social networks.
Consumers tend to perceive such marketing as advisory, and therefore reliable: 92% of all people trust other consumers compared to unified corporate advertising.
GAP has been a huge success since its Styld.by marketing campaign when GAP attracted opinion leaders who preferred the brand’s clothing.
At the same time, in the title of the photo on each post on social networks, users were offered the “Shop this Look” link.
Authorities involved, coverage increased.
3. Temporary Content: Stories
For the first time, Snapchat introduced the concept of fast content with the advent of “My story.” After that, the well-known Instagram and Facebook Stories, as well as YouTube Reels, were introduced to everyone.
Why is temporary content so effective? The consumer’s fear is to blame for missing an actual, limited, and most importantly, advantageous offer.
Benefits of using stories on social networks:
– Continuous interaction with the audience;
– Constantly increasing brand awareness;
– Increased reach and engagement;
– Low cost of development and implementation.
Airbnb, an online rental property search site, is driving its audience with temporary content. How? To do this, use the official Instagram page, on which several posts are posted in the Stories section: the first one asks a question, the answer to which can be obtained only by looking at all the stories to the end.
National Geographic often acts on the same principle on its official Instagram page.
4. Content Marketing: Utility Above All
Whether it’s a customer, a subscriber or a potential consumer, often everyone is interested in useful information, one way or another related to the company, brand, product, or at least the relevant industry.
Creating quality content allows you to bring the audience closer to considering the organization as a trustworthy and reliable resource.
– The cost of content marketing is 62% less than traditional. However, content allows you to generate 3 times more potential customers. Accordingly, lower upfront costs and deeper long-term benefits;
– Small businesses that implement content marketing receive 126% more growth than those who refuse it;
– Content marketing tools increase conversion by 6 times compared to other (traditional) methods.
General Electric has launched its own daily online publication.
The key feature is unique content filled with relevant information from the world of innovation, science and the latest technology. This is a platform that allows the company to loudly declare its high status, each post of which is a separate small study, the results of which are presented in the form of animation, video clips, infographics, and in some cases, materials available for download.
Thus, even the giant General Electric realizes that the interest of the audience is one of the most important tasks. It is important to understand how the company is ready to solve the problems that it states in the content.
5. Omni-channel Marketing: Interaction Everywhere and Always
The concept of multichannel marketing is already in the past: it is replaced by omnichannel marketing. What it is?
Omni-channel marketing involves the process of simultaneously using all possible platforms for brand promotion: offline and online stores, social networks, mobile applications, websites, access points.
It is used to provide a seamless, interconnected brand picture through continuous communication with the consumer through all possible channels: offline and online marketplaces, catalogs, native and online advertising.
An important point: all the tools used must be necessarily linked into a common strategic chain to achieve the goal and effective results.
How is omnichannel marketing more effective than a single-channel?
– The frequency of purchases is 2.5 times higher;
– The average order value is 13% higher;
– Customer retention rate is 90% higher;
– Engagement is almost 4 times higher (19% versus 5%).
If to speak about the true role model, it is the omnichannel marketing of Disney. The marketing campaign is worked out to the tiniest detail at each stage of audience interaction.
The first step is to meet with the brightest website filled with entertaining interactivity. In addition, there is a specially developed web resource Disney Experience tool designed to plan trips to Disneyland, of course, with a different interface for different types of devices.
The next step is the Fast Pass application, which provides access to search for any locations and see the approximate waiting time in line for all attractions.
Next is the output of the Magic Band multifunctional bracelet. It works like a key to a door of a hotel room, a device for storing photos with characters of Disney, a tool to order food, and an integration tool with Fass Pass.
An example of a Disney omnichannel experience is unique, of which there is no equal, of course.
Does using at least one of the trends guarantee business success? Or is it necessary to implement everything at once? Undoubtedly, the main question. And the answer is not in quantity but in the highest quality of embodiment of the plan.