It’s vitally important for businesses to be aware of changes in technology and how it will impact their business. Below, we will look at 5 trends and the potential impact this could have on your marketing strategy.
#1 Conversational marketing
Consumers are looking at a conversational aspect to a buying experience prior to fulfilling a transaction.
If we look at Instagram or Facebook, for example, the vast majority of users aren’t using these platforms to post on their walls in the same manner as they have previously. Instead, they are connecting with friends and businesses in other ways. For the most part, this is via the respective chat tools on each of these platforms.
Facebook has over 2 billion users with over 1.5 billion active per day. The majority of these users utilise the Messenger app too, after all, it is the second-highest mobile application of all time (second only to Facebook itself). Facebook Ads is, therefore, an imperative marketing tool to reach this audience in addition to being able to target your ads at specific age ranges, locations, gender and interests amongst other things.
I was often told people buy from people when I was cutting my teeth at the start of my sales career. Whilst there are many flaws in the argument, the crux of this is true. 71% of customers buy because they like, trust and respect you. This is why it is key to make the buying experience as human and personable as possible.
#2 Artificial Intelligence (AI)
Consumers are looking for more ways to communicate directly with friends and businesses. This has been reflected in the growth of technology such as Chatbots. Due to developments in natural language processing, Chatbots allow the system to help understand complex requests, understand the intent behind your requests, deliver personalised responses for a personalised experience.
Netflix and Amazon are able to provide personal recommendations based on AI-based clustering and interpreting consumer data alongside profile information and demographics. Consumers are looking for this personal experience, as businesses this is something that we must be aware of and look to incorporate this in our marketing strategies.
#3 Voice assistants
By the end of 2021, there will be over 1.6 billion people using voice assistants globally, on a regular basis. A branch of Artificial Intelligence, we have seen more and more consumers begin to use voice assistants in their own home, including the likes of Alexa and Google Home.
Voice assistants, provide answers to voice queries, it’s predicted that over 50% of all online searches will be voice initiated by the end of this year. How does this impact you The most obvious way is by pulling answers from search engines ranked in position zero based on the query. Therefore, it is mightly important to get a featured snippet on the search engine homepage in addition to having a strong SEO strategy.
Both Google Assistant and Alexa have the capability to be able to distinguish between different voices within the house. Therefore, you may ask a question in relation to your agenda for the day and get an entirely different answer to when your wife asks the same question shortly afterwards.
Much in the same way that consumers are looking for a more personal experience, these voice assistants are given their own name (Alexa, Siri) to emphasize the need for a conversational based method of communication in marketing.
Whilst there is not much access to gain advertising via any of these platforms currently outside of creating a skill within an app, it will be interesting to see the developments of the products and how marketing can be incorporated into it going forward.
#4 Video content
When we think of video content, Id imagine the vast majority of us would immediately think of YouTube as the platform to direct our marketing campaigns and strategy. However, wed be wrong! 70% of Facebook users have advised they have shared a brands video content.
Personalisation is something that is also at the forefront of customers brands. An example of this being done well is Cadburys, who tailored their advertising to show video content to their customers on Facebook. They did this by pulling data from the individual’s profile, looking at age, location, etc. before selecting which product was most relevant to them.
There has also been a growth in social media platforms such as TikTok as well as developments across other platforms such as IGTV on Instagram which allows you to be directed to a longer version of a video rather than just the 60 seconds which is standard on a post. Instagram is becoming more and more important in the marketing space, Forbes reported that over 72% of Instagram users have made an in-app product purchase.
#5 Mobile experience and 5G
2019 saw the introduction of 5G across the UK, however mobile providers are staggering their implementation of this, focusing first on the more populated areas. EE, as an example, has set a goal of having all areas access to 5G by the end of 2022 for their network specifically.
98% of Facebook users access the application via their mobile phone.
- Smartphone usage has changed the experience users have of buying online. Mobile accounts for 65% of digital media time. Users are five times more likely to abandon if the website isn’t correctly optimised for their phones.
- 80% of local searches converting on mobile devices
- 52% of users said a bad mobile experience made them less likely to engage with a company.
At MIRA marketing, we have a wealth of experience in SEO and PPC and we are passionate about delivering innovative solutions, best based on your needs. The PPC landscape is changing due to the way that consumers are searching for their content online. Click below to arrange a free consultation with our digital marketing agency and one of our professional experts to find out how we can help you with your direct marketing and strategy.
Adam
