February 25, 2019
Trends in online marketing
In high school, we all knew someone who was a non-conformist. They were the people who were cool and aloof; they did their own thing and refused to bow down to trends like many of their peers. These non-conformists may have dodged a bullet by saying no to questionable 90s fashion trends such as double denim and platform shoes — but we don’t recommend taking the same approach to marketing.
While fashion trends come and go, marketing trends aren’t quite as fleeting. This means that if something is trendy, it is likely to stay for a while. It’s also likely that your competitors will be in on it. So if you don’t jump on board, chances are you'll be left behind.
Here are 3 current trends that may affect your marketing strategy over the next 12 months:
Trend #1: Influencer marketing will grow
The rise of influencer marketing has been remarkable. Today, many people are searching for information about products online and trusting this unique blend of quasi-celebrities who seem to be reasonably knowledgable about the product they are searching for. Influencer marketing has been popular for the following reasons:
- Influencers have started to own their content to become experts in their field
- Influencers are constantly blogging about their interests and brands have begun to acknowledge their importance
- Influencers have a more significant impact on user journeys - they have the power to influence sales
According to Twitter, users trust influencers as much as their friends, so it’s worth looking into incorporating influencers into your marketing strategy. Here are some tips to get you started:
- Know exactly what you want to achieve with the influencers — this will help you collaborate with them more effectively
- Cultivate long-term relationships with influencers, so they are more likely to say yes when you ask them to do something
- Make it easier for influencers by providing content for them — this makes things easier for both parties, while also ensuring they remain on script
Trend #2: Voice search will increase in significance
Customers are increasingly embracing personal smartphone assistants like Siri and buying into home devices such as Google Home and Amazon Alexa. According to eConsultancy, half of all online searches will be conducted via voice by 2020. Suffice to say that voice search is here to stay. For marketers, this means that they will need to re-design their approach to search.
For example, when a user goes online to find shoes, their search query may comprise the brand, color, and size. However, if this user was to conduct the same search on voice, they may talk like they would in a normal conversation (“I want shoes I can play tennis is yet dressy enough to wear to a club — and I’d like to pay less than $100 for them”). For this reason, you must focus your efforts on long-tailed search terms.
Trend #3: Data-driven marketing will dominate
We are living in a data-dominated world — in fact, 90% of the world’s entire data has been accumulated in the past two years (Forbes). Naturally, this creates implications for marketers.
An effective marketing strategy will need to have data at its core, for one thing. Additionally, marketers must work out how to make sense of the incredible amounts of data available at their disposal. Working with so much data can be overwhelming, but having a data-driven approach from the beginning will go a long way to ensuring success. Here are some ways you can leverage data as a marketer:
- Encourage a data-driven culture at work
- Define KPIs (impressions, clicks, leads or sales) and align your marketing activities with them
- Adopt a proactive approach — if you’re not seeing results, you must find out why and take action accordingly. For example, if your Facebook Lead Ad drew in 2,000 impressions and your target was 5,000, you need to work out what went wrong. There might be an issue with your publisher, or maybe you need to adjust your bidding or adjust your KPIs
- Look at your data holistically and from different angles, using marketing automation. Doing this may help you draw newer and more insightful conclusions