What will be the major marketing trends in 2017?
We’ve waded through plans, predictions and trends for 2017 marketing. We have trimmed it down to 10 key trends to utilise, tools to implement and tactics to bear in mind with your business marketing.
Part one this week highlights key trends and aspects of marketing that you can implement into your strategies – don’t get left behind!
Personalisation – how relevant is your marketing?
The common thread through all the trends for 2017 is personalisation. Instead of mass marketing to the target audience, consumers are beginning to respond more successfully to marketing addressed to the individual. Streamline and segment your target market into individuals. No longer is it one-size-fits-all, and we can already see this trend blossoming in political and social environments, so business and marketing need to catch up in the race. With the hosts of data at our disposal, tailoring marketing to the individual is the natural next step in the process, across the board: content marketing, social media engagement, SEO and direct marketing and so on.
Content marketing is King
It is now more important than ever. But something that’s becoming more and more relevant is creating personalised, interactive content. This is content that users can interact with, join in and share with their friends on social media sites and messaging apps – like quizzes, polls, surveys, infographics, brackets and contests. In an age where interaction and sales are controlled by the user, ensuring your content marketing is segmented based on personality, traits, interests, habits of your customers is vital. A good example would be Tesco’s new campaign Food Love Stories, which effectively engages with its own customers.
In an era of masses of content, wading through and planting your highly relevant, clear and concise content where the right customer will see it is the primary way to engage with customers and users to generate conversions. For more information on understanding your customers and targeting your marketing, read our blog on customer profiling.
Native advertising is a form of paid promotion in online publications, and while it resembles the editorial content, it’s actually paid for by the advertiser. This trend is emerging due to the growing mistrust of consumers towards advertisers, making it increasingly difficult to generate brand trust and high volume circulation.
Native advertising provides value to consumers, which is more important than ever. It weaves your products and services into a larger narrative, instead of spamming consumers with ads to gain impressions and views. This kind of advertising encourages shares and engagement, whilst also proving to be quite cost effective.
Get down and dirty with “influencers”
Influencer marketing, though is nowhere near new, it’s developing rapidly. This is because the influencers are people consumers can easily identify with, e.g. Zoella’s following on YouTube promoting cosmetics. They create the type of content that grabs a consumer’s attention – and they’re able to authentically connect with their followers.
As mentioned in our content marketing blog, user-generated content (UGC) is guaranteed more trust than business generated content. Consumers are more likely to believe what “others” have to say about your business or products – so let the “others” say positive things. Influencers can gain trust from consumers in your brand, which is difficult to generate artificially, so take advantage of this resource and incorporate it into your marketing strategy. Also, as social media personalities, they can create not only a lot of advertisement traffic, but also social media traffic, which can help drive your businesses social media presence.
Accidentally on purpose?
Purpose-driven marketing relies of the connection between a brand and consumer over shared interests, needs and values. Rather than leaving it at analysing the target market, why not engage with them, relate to them, further encouraging conversions for your business and brand? Social, charitable and environmentally aware communities around the world do thsi very well, creating an emotional connection. Look at any brands connection with charitable organisations – the TOMS Animal Initiative comes to mind. For every pair of TOMS + Oceana Sea Turtle shoes purchased, TOMS will donate £5 to Oceana to help save marine life like sea turtles.
Engaging thoughtfully with the world around us grabs consumers’ attention!