What’s Next For Marketing? Part 4: Key Trends of 2019
Written for Festival of Marketing, 26 March 2019
The year is fast passing us by, can you believe it’s April already? Spring has sprung, but have you taken the time to consider the key marketing trends for 2019? Better yet, are you integrating their nuances into your marketing strategies? Jump into the last blog in this four part series to find out what we’re predicting to help make your strategy future proof.
Welcome to the last in the series where we examine the key trends for 2019. Jump straight in as we uncover methods, things to watch out for and how you can make the most of them.
Time is our most precious commodity, as we touched upon in Part 1 and a little in Part 2. Saving time is also crucial for agile marketing to be impactful, so what are we predicting? The rise in nische automation for email campaigns, retargeting and PPC. Not only is automation a fantastic time saver when you’re in the throws of a campaign, but can be designed to be personal for the customer. As with anything that needs design consideration, everything must be planned and accounted for before setting live. Consider what happens when your customer joins part-way through the journey, how will you retain their interest if they join at the beginning of your campaign? Which pathway should they take if they have specified particular interests? It may feel like a planning nightmare, but set time aside and integrate into your strategy and you’ll be sure to reap the rewards of a personalised, tailored and effective plan.
Personalisation & Human Centricity
Personalisation and human centricity is arguably one of the most important methodologies you can adopt when designing a marketing strategy. When you put the customer or the user at the heart of the campaign, you can begin to account for their expectations and their reactions to specific stimulus. Not only does this help you measure and map out KPIs and objectives, but personalising the pre-approach, approach and re-approach is an instant win when warming up your data pool. You’ve heard the phrase; “do unto others”? The same rule applies. Research your customers and users, make it easy for them, include them, be honest with them and you’ll see growth in ROI, sentiment and retention.Empathy is everything.
Content is King
Needless to say, but we’re going to say it anyway, content is the absolute key aspect for any long term strategy. But, the variety of ways that you can use content is where you might find yourself getting stuck. There are so many avenues that you can take, be sure to choose the ones that hit the nail on the head, consistently. Be that through writing and developing tone of voice to video, images and quippy statuses all the way through to offers and live interactions. The sheer volume of choice is overwhelming. So, when choosing your vessel for comms and content, consider the following to help you make the right decision;
- Does it make sense?
- Is it necessary?
- Is it easily accessible?
- Is it relevant?
If the answer is yes, yes, yes and yes, you’re onto a winner.
Strides in voice searching has forced the way on which we write content, develop keywords and SEO to change, quite drastically. This is because when people search with their voice, they search for human answers. This is a great way for you to tailor your content to answer those questions you imagine being asked. Think, how can you hijack that question so that you are the answer? If you’re the solution, what is the problem that your customer or user is seeking to fix? The rise of “near me” searches, “Hey Siri”, “Okay Google” etc means that voice optimisation is reaching an all time high, with incredible accuracy and attention to detail, so be detail oriented so that you don’t get left out.
The world is made up of all shapes, all sizes, all colours, beliefs, orientations and cultures. Focusing in on just one of these things is foolish, exclusionary and to be a little harsh – backwards. People want to see themselves represented by your brand, otherwise how will they know that they’re invited to take part? Diversity and inclusion is important for a number of reasons, but ethically and morally it is the absolute staple. Remember when the CEO of Abercrombie and Fitch spoke openly on why he hated ‘fat chicks’? Or Victoria Secret’s mass decline in interest due to its exclusion of transgender and plus size models? People want your brand to do good, to do the right thing, so do it. Demonstrate acceptance, cater for those who are marginalised, not just because it makes good business sense, but because it’s also what you should be doing regardless of your profit margins. Strive for equality, because equality is what the people want.
Read the original article for Festival of Marketing here.