Today we witness new digital trends that seem a bit unexpected. The world of marketing will never be the same because of the massive changes in 2019 when COVID-19 has broken marketing plans. It led to a widespread closure of businesses. Many companies leave the industry forever. It may sound pessimistic, but it’s not that bad. Rising like a phoenix out of the ashes, many companies have become trendsetters. Due to them, the industry has been born again and given birth to hundreds of great digital marketing courses.
We want you to take a look at the top 3 tendencies that help to spread marketing messages around the globe.
Short Videos
Generation “Z” (aka zoomers) consumes information quickly. Zoomers won’t watch your video if they are not interested. So, you have about 8 seconds to hold their attention.
With the advent of Tik Tok, such platforms as Instagram and Youtube took the trend on short videos too. Yes, we are talking about Instagram Reels and Youtube “shorts”. Short videos help us to focus on really important things like education, hobbies, and family (it depends on personal wishes and needs).
The big advantage of short videos is that every business can put together useful content without unnecessary information. Stories, reels, and behind-the-scenes have an unpolished look that cannot but attract young users.
Zoomers respect businesses for the authenticity of the content. Take advantage of it.
Storytelling
Storytelling is the new way of digital marketing. Once you have understood how it works, you can start selling your product or service. We don’t speak about direct sales (it is almost impossible). But when it comes to planting the idea of your product or service in the consumers’ heads, nothing compares to storytelling.
Do not tell people about “how good our product is” or “the advantages of our service”. It is annoying. Nobody would watch this; therefore, you won’t sell anything. After watching your video, a consumer has to think “Damn, maybe I should try this”.
The most interesting content includes the manufacturing process — you should show how a product is created. Consumers will love that.
Focus on Audience
Over the years of lockdowns, users are tired of endless ad windows popping up. Not only does the constant barrage annoy potential customers but also makes them close tiresome advertisements once and for all. Avoid ad fatigue — when your clients see the advertisement so often that they lose interest — it may lead to disastrous consequences — consumers will stop buying your goods or using your service.
Be mindful, and focus on engaging with the audience you have by creating a database. It will help you connect with those who are interested in your service or product.
As the digital landscape keeps changing, users may become more and more selective about the information they consume daily. Their standards are pretty high, so it is much better to produce less but quality content and see good results. Don’t be the account that gets unfollowed.
Privacy and Trust-building
Digital advertising will probably continue to evolve in 2022. There have been numerous reasons for that.
Firstly, consumers are getting more and more suspicious of the content they see on the Internet. Secondly, digital marketers may face tighter privacy restrictions that will change the way they are used to working.
These changes will affect the means of tracking users’ behaviour.
Google has already announced its decision to curtail third-party cookies by 2023. It means marketers should reevaluate some techniques and strategies they used in the past.
You should not think of that as the end of the data-driven content or the targeted advertising.
It is a positive development that aims at helping to build trust and transparency between a company and a customer.
It is much better to communicate with consumers and inform them of what information is necessary for you and for what reason than to collect any data beyond what you need. It will allow you to create friendly relationships with your customers.
Segmentation
Segmentation is a powerful way to address specific information to a target audience. Business owners and digital marketers should create special content features for different types of customers.
Every content strategy aims to boost sales in the long run. To make your strategy work properly, you should divide it into several parts. To do this, you have to apply the following criteria (they may change depending on your business):
- Demographic factors — consumers’ age, gender, nationality, education, and income.
- Geographical factors — a country of residence — a place where your potential or existing customers live and work.
- Psychographic factors — personality characteristics, lifestyle, habits, behaviours, and preferences of your clients.
This division will help you find your target audience and provide the necessary info only (without spamming).
Let’s imagine: your company sells Christmas trees. Offer your goods to a target audience only. You won’t make a good impression if you send email letters to those who do not celebrate this holiday. It is annoying.
The digital world has become incredibly personalised. This is why it is extremely important to target only those consumers who really need your product.