How to convert marketing trends into game changing opportunities

Tracy Steffensen

Whilst not all marketing trends live up to their hype, some have the power to transform businesses significantly.

Determining which trends will stick and which ones won’t can be tricky, so we have identified four marketing trends this year that we believe can help your business evolve and thrive.

  1. The e-commerce game. The pandemic accelerated the trend towards online shopping and continued its momentum even after the pandemic has subsided. Many people still favour all the conveniences that e-commerce brings to their lives. So, it’s wise to shape your retail strategy around online shopping, as it never sleeps. Online shopping can happen anywhere, anytime, and if you want to be there for your customers and drive sales, you must invest in a digital marketing plan. And for those still completely offline, start investing in branding, online advertising, social media marketing, etc. You can start by launching an integrated digital strategy across multiple channels to get up to speed on e-commerce. We have seen many brands successfully transformed from being completely offline to becoming a strategic digital powerhouse by taking slow but steady steps in digital marketing.
  2. Address eroding brand loyalty with the help of brand building. Customer loyalty is now less reliable than it was in the past. Recent research has shown that consumers are constantly on the lookout for better products and services. With more brands, online customers now have more options, making it easier for them to shop around. A recent Google study found that 37% of Australians had purchased at least one new brand in the previous month. For brands and businesses, this presents a significant challenge. When customer retention dips, profits suffer. So how do you make real and lasting connections with your customers over brief digital touchpoints? It’s through brand building. This can be done in many ways, like having a YouTube channel, Google advertising, a proactive email marketing strategy, seamless social media campaigns, etc. A good marketing consultant should be able to help you capture the attention of your target market and promote repeat business.
  3. Inclusive advertising is the new benchmark. Inclusive marketing strategies should be a mindset that permeates your entire approach rather than simply something you remember to do from time to time. Commitment to diversity, equity and inclusion is essential in all campaigns from conception to execution, as consumers trust brands that represent them. Keep in mind: inclusive-centric campaigns = brand loyalty. It is important to understand how to market to purpose-driven consumers. To achieve outstanding results, it is crucial to stay focused. For example, when doing your ads, include captions and use clear language that resonates and is easily understood by a broad range of audiences. To gain new insights into your customers, it is important to use all available data, such as Google Analytics, instead of simply validating existing beliefs. Continuously test and retest your strategies to determine what works and what doesn’t.
  4. Privacy-first marketing is necessary. There is no other way. Cookies are frowned upon and will be gone soon. As consumers raise their concerns regarding data privacy and security, it’s vital that you adapt. Using a privacy-first approach ensures that the strategies, activities, technology, and solutions you use adhere to a consumer’s right to data privacy and security, providing them with peace of mind. Investing in first-party data, which refers to the data that people voluntarily share with businesses and brands through sign-ups and subscriptions, is one effective way to achieve this. Using first-party data in marketing is effective as it provides accurate and high-quality leads. For instance, you can use first-party data for a Google search campaign targeting your priority geographic markets. You can tailor your ad copy and use automated messaging to support potential customers throughout the purchasing funnel. A recent study showed that brands using first-party data for essential marketing functions achieved up to a 2.9X revenue lift and a 1.5X increase in cost savings. Privacy-first marketing is not only crucial but also ethical for businesses and brands to implement.

Taking advantage of marketing trends can be a game-changer for businesses and brands aiming to stay competitive. However, it’s important to approach these trends strategically rather than blindly following them. To do this, consider working with a trusted marketing agency that can guide you in planning for long-term success.

We are here to help you with your digital marketing and get noticed by your target market. Let’s do this!

Also read: How to unlock maximum profit: A Guide to Social Commerce Strategies

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