Marketing is changing rapidly and with so many emerging technologies and platforms to leverage, there has never been a more exciting time for businesses to connect with new and existing customers. However, the key to successful marketing is to identify which platforms and technologies present the best opportunities for your business and your potential customers.
To stay ahead of the curve, business owners need to understand in which direction the market is developing and how their target audiences consume media, interact with brands and buy products.
In 2018, there are a number of trends coming down the track that could prove fruitful for you and your business if approached in the right way.
- Brand Purpose
This is where a business identifies an aspirational mission, ties it to its day to day offerings in an attempt to generate positivity and productivity by unifying the strategic vision and branding in ways that create experiences centered around, in some way, making tomorrow better than today. Think of corporate social responsibility and condense it down to your business. What does your business do that gives something back to society?
Successful businesses will be those who place brand purpose at the core of business and brand strategy and use it as a lever of growth with both new and existing customers. Watch this space….. brand purpose will be huge in 2018!
- Engagement of the Heart
Emotional engagement is the sister to rational engagement. Rational engagement is based on the stimulation of the mind, whereas emotional engagement is based on the stimulation of the heart. In today’s age of brand experience, it seems that emotional engagement is proving to be more and more critical to achieving winning results and effective storytelling and marketing and specifically digital marketing is at the heart of this movement.
Business owners should be considering crafting interactions with customers instead of mere transactions. To do this, they must not lead the customer journey with the sale but rather the carrot that will drive to it. That carrot must be translated into the ability to transform storytelling into a vital business competency that takes the why and who of the brand and translates them into experiences that create lasting emotional connections. This type of thinking will without question help define distinction and competitive advantage in 2018.
96% of users reach for their phones to conduct research on the spot. The most successful businesses will be those that have the ability to correctly anticipate and address these impulsive informational splurges, or micro-moments, by providing the right information at the right time to the customer in need.
With more people making on the spot decisions than ever before, in 2018 businesses will see a significant rise in micro-moments, and mobile-first websites will be pivotal in offering consumers instant information upon immediate request.
- Video Advertising
The demand for video is growing at an incredible rate. In fact, 52% of marketing professionals across the globe feel that video is the type of content with the best return on investment. What’s more, 43% of people said they want to see more video content from businesses providing greater details on their product or service.
With the younger demographic viewing more video on a wider range of devices than ever before, in 2018, video advertising will prove very fruitful for businesses looking to market their products or services online.
- Visual Search
The visual search engine Google Lens is Google’s future. It changes the way that users search for information and marks a big step for Google, as they shift from reading websites to reading reality. For example, with Google Lens users will be able to view contextual information about a restaurant, such as reviews, opening hours or menus, by simply pointing their smart phone at it. From a business owners perspective, visual search offers numerous opportunities to provide new and existing customers with relevant information in the real world. We expect industries such as retail, entertainment and tourism to pick up on this trend first others will follow.
If you would like help with these trends, contact us at MentorUs Business Solutions!