To all marketing experts here’s THE question: “what are next year’s trends?”
Answering this question may be risky in the complex and continuously changing world of digital marketing.
Nevertheless, advertising statistics give us an overview of new trends that probably will rise over the next few months.
We must understand that the development and spread of new technologies open up to new perspectives. Through new advertising spaces, we can bring users closer to companies.
Trust in advertising is increasing: the latest data see + 30% of companies willing to invest in digital adv or renew digital campaigns.
Connection, the keyword
Companies have chosen: advertising is a space in which companies tell their missions and values to hit us deeper, exactly where we are more vulnerable: emotions.
It sounds like mean, but people refuse the simple commercial product.
Users ask for storytelling that goes deeper in the emotional sphere. They want to identify with company ethics and values.
It sounds like inbound marketing principle: hyper-connected users must create an emotional link with a company and become not only consumers but also promoters and fans.
In a nutshell, the need has shifted from the product to the demand. A company that is capable to answer and fulfil the question get one more loyal client.
Personalized moments in every channel
Getting closer to clients instead of products has a cost: effective communication must be oriented to one-to-one and cross-device personalized experiences.
Micro-moments context creation, focused on the user experience, is the ability required. For this reason, also next year trend will be multichannel campaigns; the only foresight is to think them – from brand identity to landing page – with an eye towards strategy and user-experience.
Artificial Intelligence and other technologies
Artificial intelligence and enhanced reality are next year’s trend: they are strictly linked to a precise tech area development.
Many companies are more likely to plan investments in this regard, also in the sigh of the astonishing progress in the wearable tech and home automation systems. Predictions see an increase up to 80% of customer care interaction via chatbot.
Moreover, the use of Alexa and Google home assistants is firmly established today. In the end, if glass and VR Viewer were not appreciated by consumers, smart TV and smartwatch are becoming the new displays in which marketers can plan their campaigns.
Real-time social marketing
Impossible to not consider the enormous revenues of the social media market, starting from the important implementation made by Facebook and Instagram: the possibility to purchase directly from social platforms.
Both users and brands benefit from that:
- user experience and purchasing become easier;
- companies may structure a fulfilling visual strategy.
Real-time communication can make a difference too. Spontaneous contents that allow the user to get a real image of the product and the brand are more appreciated than complex and lauded commercials.
Real news or backfire?
In the end, we observe how trends in digital marketing share are wide and variegated but all of them share one common point: the user experience.
When you think about how to innovate or integrate a new strategy betting on a new trend, keep in mind the concept of user and its experience.
Is better to be smart trying new methods rather than focus on the same strategies only because they worked in the past!