The Rules of Marketing Have Changed – Here’s How
Last year has already seen the release of new technologies like the iPhone X and the Google Home. In 2018, we are in the continuation of this technological evolution – and marketing is certainly an industry that feels its repercussions. Here are the 10 main trends in marketing today.
1.Technology is a part of everything we do
Today, technology is changing pretty much e-v-e-r-y-t-h-i-n-g. Some organizations and businesses are disrupted by the rise of technology – their ways of working are changing drastically. But, globally, tech is easing day-to-day tasks and increasing efficiency. (Could you imagine a day without instant messaging?). Tech has revolutionized communication, business, health, manufacturing…just to state a few. Now, tech is on its way to “disrupting” human processes.
Here, we are thinking about robots – they are now one our biggest concerns when shedding light on technology in 2018; no matter which industry we work in.
2.AI Chatbots are now a thing
Chatbots are defined as computer-generated programs that have the capability to converse with the user through messages. They are increasingly becoming popular as they are so fast and easily accessible. There are plenty of benefits in using a Chatbot in your business, from saving money to having 24h virtual bots improving your customer satisfaction and as a result, helping you rank highly in your sector. Simply put, they offer better service to website visitors and are proved to work. Today, it’s actually quite rare to land on a website page with no chatbot pop-up.
3.Personalization is a must
Personalization is power. When an experience is personalized, the user instantly feels a certain connection. Take Netflix for example, who is providing content tailored to specific accounts – or even Spotify, providing you with playlists “Based on what you listen”.
Personalization has the power to deliver 5-8 times the ROI on marketing spend and can lift sales by 10% or more. Not to mention the use of analytic data and personal data to build a user experience to ensure its tailored to specific needs.
4.The importance of Influencer Marketing
Social media drives value. Any marketer knows that…
When using social media as a marketing tool, it’s now become evident to use “influencer marketing”, which basically consists in identifying social media influencers (content creators who went viral or have more than 5K Followers), then working with them to expand your market and to gain trust. A stat confirms their impact: 40% of users admitted that they bought a product after seeing a favourite influencer tweet about it.
5. Quantitative Data leads to Quantitative Marketing
Indeed, with quantitative data comes quantitative marketing. Quantitative market research typically includes customer surveys, questionnaires and more. This is research based on larger samples of data. Today, we are talking about “Big Data”, “Data Visualization”, etc. We are approaching a “Big Data Era”.
6. “Hey, Google?” – The rise of voice-optimization
Optimizing for voice search is becoming more important than ever. Already in 2016, 20% of mobile searches were made using voice. And, take a guess, this number will constantly increase. Just look at new devices like the Google Home, Alexa, Apple Home… – all these gadgets that use voice recognition are increasingly becoming popular. Simply put, this means that marketers need to consider optimizing for voice search rather than traditional search: and that’s a completely different story.
7. Social Media privacy security as a selling point
In the midst of Cambridge Analytics – Facebook data leakage, social media users and marketers are considering privacy protection as a major selling point. (Not to mention all the data breaches of 2017.) Cybersecurity has had enormous impacts on many aspects.
In result, consumers are already seeking more privacy protection.
8.LinkedIn as a tool for B2B Marketing
The networking platform has had a lot of improvements. Marketers are conscious about them and, as a result, are not using as much the typical social media platforms such as Facebook and Twitter. In fact, the 2 social media giants are not as useful now. The LinkedIn Ad platform also has seen improvements, which will lead to having more marketers using the website.
9.Moving towards a more customer-centric approach
Nowadays, marketing puts customers at the centre of all analysis and decision-making. Marketers are able to understand customers’ different preferences and behaviours. Thanks to our wide range of technological tools, it’s doable to communicate with each customer as an individual.
10. Which leaves customers expecting more
“New technologies have put customers in the driver’s seat of the marketplace — giving them power over which brands sink or swim in the digital age.” -Unknown
In 2018, customers are expecting hassle-free, immediate and flawless experiences from technology. Additionally, they want to be treated as humans – not numbers. 72% of consumers expect companies to understand their unique needs and expectations.
In the age of the customer, it only seems obvious that they are demanding so much. The bigger question is how marketers can satisfy them.
To conclude, as technology is advancing at an unbelievable pace, customers’ needs are changing. Based on 2018’s trends, Marketing will become more analytical, and even more focused on Digital Marketing – through social media, organic search and now, voice recognition.
Here’s to technology – and the start of the Future…👽