It’s the new year and every business is finding new ways to become more efficient, either through investing in new software or converting to converged systems. Every business is also eager to see increased numbers: whether that be sales, profits, or likes and followers on social media. Some areas and trends that marketers should watch for and take advantage of include marketing techniques that utilize mobile devices, influencers, interactive content, platform specific content, purpose driven marketing, and authenticity. As marketers shift their strategies to include these trends, they can expect to see the increase in numbers they are hoping for. Here are six ways that marketers can take advantage of these rising trends in 2017.
In the past few years we have seen a rise in internet traffic coming through mobile devices. One example that shows just how many consumers are moving to mobile is the growth of mobile video. In 2015, mobile video views grew six times faster than desktop views. With the trend of everyone moving towards mobile, it’s important that marketers don’t get left behind. Businesses can cater to the needs of mobile users and take advantage of this platform by centering their content, ads and online experience around the needs of a mobile user.
Incorporating Influencer Marketing
With consumers who work to avoid advertisements, either through ad blockers or DVR, marketers need to find new ways to get their products and services in front of these consumers. A quickly growing method to achieve just that is partnering with popular social media influencers. Social media influencers are individuals who have created a substantial following on their social media platforms because they are considered thought leaders. Consumers trust social media influencers because of their authenticity and “average Joe” appeal, which makes partnering with them very effective. Influencer marketing is also cost efficient compared to traditional production costs and the money it takes to buy media spots.
Distributing Interactive Content
Interactive content is another trend that’s on the rise. Distributing interactive content as part of a campaign strategy allows consumers to engage with a marketer’s brand. Allowing consumers to participate in a marketing campaign helps them to feel connected with and invested in a brand. Interactive content feels less like an advertisement and more like a relationship. Examples of interactive content include quizzes, surveys, contests, and social media challenges.
Creating Platform Specific Content
With so many social media outlets, it’s important that marketers make a presence for their brand on each platform. But just as important as being present on each social media outlet is creating content that is platform specific. As easy as it is to create one piece of content and distribute in on all media platforms, it is not an effective method for marketers. For example, short-form content does better on Snapchat and Facebook whereas long-form content does well on YouTube. Understanding each media outlet and customizing content to thrive on that platform specifically is a crucial strategy for marketing campaigns.
Utilizing Purpose Driven Marketing
Effective marketing tells a good story. An engaging story that consumers can get behind is one that is purpose driven. Marketing campaigns that partner with or “give back” to charities and nonprofits resonate with their consumers. This marketing style plays on the emotions of its consumers and gives them a cause (and a brand) to rally behind and give their support. Purpose driven marketing is especially effective with millennial consumers, who value jobs, brands, and a lifestyle that provide a purpose.
Striving for Authenticity
A majority of consumers have grown up bombarded by advertisements and brands that want to sell them something. Because of this lifestyle, many consumers tend to not trust marketing campaigns. This is another reason why influencer marketing is successful because consumers tend to trust influencers more than marketers. However, to combat this mistrust, marketers need to strive to create campaigns that are genuine and authentic. Being active on social media, not just through advertisements, but by creating fun content, replying to comments, and liking consumer photos can help to build a relationship between brands and their customers.
As the year progresses, so will these marketing trends. Marketers who hope to make the best of 2017 need to find ways to tackle and incorporate these trends into their campaign strategies. Creating a marketing campaign that focuses on embracing mobile devices, incorporating influencer marketing, distributing interactive content, creating platform specific content, utilizing purpose driven tactics and cultivating authentic relationships with consumers can expect to see improved business in 2017.