Today, there is more to marketing than mere communications and advertising. For most companies, marketing has now assumed a strategic role that drives above-market growth based on a deep knowledge of the customer. All thanks to new trends in marketing, businesses now have unprecedented access to customer data. Such data can be converted into useful insights to better target customers for the company’s marketing campaigns. Marketing based on customer insights is highly relevant in today’s market scenario where customers have the option to ‘scroll’ ahead and ignore the content that is of least importance to them. Smart marketers are agile in quickly adapting to the new trends in marketing. From pilot-testing artificial intelligence in campaigns to refining how big data is used to connect with customers and build brand loyalty with authentic storytelling, there are several trends revamping the marketing landscape. In this article, we list some of the new trends in marketing that are a sure bet to get the audience hooked on to your content.
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Five New Trends in Marketing
Interactive content is one of the new trends in marketing that has taken the audience by storm. You can now expect interactive web experiences to take the lead in engaging visitors – experiences that display thought leadership content in more compelling, animated, and visual ways. The use of interactive content is a great way for companies to engage with their audience and keep their interest hooked on to the contents in their marketing campaign.
New trends in marketing like the micro-moment interaction with customers are becoming highly popular with brands and the audience alike. In this type of marketing, the customer journey is broken down into moments that include micro-interactions, where a user searches on their device for something to discover, learn, do, buy, or watch. For instance, people also search for what is near, using location-based searches on Google maps to find businesses located in close proximity. The online and offline world are bridged by mobile devices and subsequent searches, allowing location-based searches and revealing micro-behaviors of customers. This concept gives more importance not only to getting your message across to the users but also places a great emphasis on the timings.
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Modern consumers are self-directed and smart marketers were quick to detect this change. However, today, consumers are not just seeking content. They are also on the lookout for personalized experiences. Content that does more than just promote a product is what today’s consumers want. The key is to identify what works with your target audience and then roll out a cohesive campaign that tells an authentic story – across multiple channels, connecting with people in real-time, irrespective of their geographic location. This is one of the popular new trends in marketing that brands are using to build an emotional connection with their audience.
Deeper AI Integration
Artificial intelligence (AI) is everywhere now. Robotics and automation have succeeded in making a place for themselves in our everyday lives. This technology is playing a major role in making the jobs of marketers easier. Marketers have begun using artificial intelligence in ad exchanges and for campaign optimization. Marketers who want to remain competitive will have to explore ways to integrate AI in efforts to enhance customer experience. They can also use chatbots and automation to supplement their customer engagement efforts, among other things.
Account-Based Content Marketing
Account-based content marketing will help B2B companies target unique personas as individuals within a company. Marketers are now at liberty to steer away from a one-size-fits-all approach in advertising to a highly targeted, unique user experience. Marketers are now offering customized content journeys with micro-sites, landing pages, images, and/or calls-to-action for individual customers.