If you thought that 2018 was too intense for marketing then brace yourself, changes in 2019 and onwards are expected to occur faster and be more comprehensive. Remaining relevant to your customers will mean that you are able to effectively combine traditional advertising approaches and cutting-edge technologies which can improve the customers’ experience. Doing this can be challenging if you don’t know which trends to follow and how to use them for the benefit of your business. Though, since you are reading our blog, you may not worry about this. Below, we compiled a list of major trends which will dominate the marketing industry in the nearest future.
1. Ads should become more relevant and valuable to consumers
Creativity and non-conformity, reliance on content rather than traditional advertising since it’s a more trustworthy than ads which try to impose you certain attitude towards the product or service. According to Nielsen research, people trust other people more than advertising. Information represented in blogs branded informational and editorial sites, written and video reviews, as well as other types of content with “human face” is more effective in terms of attracting and retaining customers than traditional advertising.
And don’t forget that value through content can be delivered to customers outside the marketing department. Sometimes, colleagues from other departments can delivery truly valuable insights, since they have their own perspective on customers and relations with them. Thus, stimulating inter-department communication and cooperation is crucial.
2. Automation everywhere but "live" relationships with customers remain a priority
You can facilitate customer’s experience with the help of digital tools, but live communication always remains a priority. It helps to build trust between your brand and your customers. Experience of many companies has proven that offline communication with customers helps to retain them for a longer period of time and encourages them to spend more money on your products and services. Organize offline events for permanent customers, make personalized follow-ups with the help of targeted content, including printed materials. It’s true that we are rushing towards a digital world, but people still like tangible stuff.
3. Smarter data to better optimize the customers’ experience
Tons of articles were already written about the importance of data collection and analysis in marketing, and our pieces are among them. Though, while interacting with our customers as a research solution provider, we came to the conclusion that it’s important not only to collect and analyze data but to be able to act upon it, which means to change and adapt customers experience according to research results very fast. Such an approach requires a profound change in data management processes which can be effectively achieved through neuromarketing tools, as they help to automate the conversion of data into the actionable insights.
4. From a one-size-fits-all model to creative marketing strategy
Creativity is the way to offer something unique to your customers, something, which gives you an unrivaled competitive advantage. For instance, you can copy Apple products and content, you can be inspired by them, but you can’t create something which is “100% Apple”. They have a unique design philosophy – a pure product of creativity which helped them to substantially stand out among competitors. Creativity also helps you personalize customers’ experience, as the era of one-size-fits-all marketing is fading away quickly. Future of marketing lies in the shift from being product-centric, to becoming customer-centric, which means that those who better personalize content will win.
5. Embrace the mobile
You simply can’t be relevant in 2019, if you don’t adapt your content to smartphones and other mobile devices. The share of information consumption via such devices is permanently growing. That’s why companies are shifting to visual content which is very easily consumed via small screens. Taking into the account the rapid development of mobile hardware and applications, which already transformed a smartphone into an indispensable communication, payment, entertainment, and whatever-you-want-it-to-be tool, this trend will continue to persist years ahead.
Keeping pace with all these trends can be challenging since we are always limited in time and resources. Though, prioritizing and addressing them one by one depending on your goals and your customers’ preferences will help you deliver valuable and engaging customers’ experience.