20 May The Biggest Trends in Marketing and Advertising Right Now
You may be wondering — If marketing is all about using tools to stand out among your competitors, why would you want to follow trends? Or if your marketing strategy has worked well enough so far, why should you change it?
Successful marketing means staying one step ahead. To remain one step ahead, you have to be willing to evolve. Marketing trends become trends in the first place because they allow businesses to:
- Stay current and relevant to consumers
- Stay up to date with changes in the priorities of consumers and the way they behave
- Stay aware of changes in the market
You may or may not be familiar with the concept of omnichannel marketing. Omnichannel marketing is a type of marketing that focuses on creating an experience that is seamless across all channels. If your business hasn’t yet used this form of marketing, pay close attention.
According to AdWeek, 62% of companies have or plan to have an omnichannel marketing strategy. Every channel provides a marketing opportunity, but you want the transition between each channel to be a seamless one. The more channels you can effectively market across, the larger the audience you will be able to reach.
Social Media Influencers
It’s hard to have a conversation about marketing and advertising trends without at least mentioning social influencers. According to Forbes, seventy percent of advertisers have seen the value of social media influencers and are currently working with them.
People become influencers by building large audiences on social media platforms like Instagram. Brands can then partner with those people to help reach a larger audience. Even online casinos have started social advertising after seeing positive results. Influencers allow brands to use their products in a way that tells a story, which is why it makes for an incredibly successful form of marketing.
Outstream video is an ad format that too few people know about. Outstream video solves the problem of annoying internet users with disruptive video advertisements. It is also a satisfying solution for competitive advertisers and publishers who demand a bump in revenue. But what exactly is outstream video?
Outstream video is a modern ad format that lets publishers display video ads outside of video players. Instead, video ads are shown in text line breaks or the corner of a web page. An outstream ad unit eliminates the need for brands to run video ad campaigns before or during a video, within the actual video player. That meant those ads could only be run by publishers with video content.
With outstream video, that is no longer the case. Outstream video ads:
- Allow more than just video content publishers to monetize video ads.
- Give advertisers greater reach
- Ensure the videos are actually seen, since outstream video ads only play when they’re in full view of the user
- Allow internet users to ignore the ad by scrolling past them.
Focusing More on the Brand Rather than the Product
In the last couple of years alone, we have seen a major shift in marketing campaigns. Rather than focusing solely on the product they are selling; more attention has been given to the brand that is selling it. So why does this work?
These days it’s all about building a personal connection with the brand. Companies want you to identify with and connect to the people who are already using their products. Advertisements are more focusing on how the brand makes you feel. The goal is to stir up positive feelings, with the hope that they will make a lasting impression that will at some point be put to use.
Virtual Reality (VR) and Augmented Reality (AR)
Using the latest technological advancements for marketing purposes is nothing new. But the way brands have begun using virtual reality and augmented reality is only just gaining traction.
Brands have started turning to VR and AR to improve customer experiences online. This trend is far from cheap, but as technology improves and the necessary equipment becomes more accessible, more and more businesses will implement it as part of their overall marketing strategy.
Chances are, you have already seen a prime example of VR and AR marketing. Have you seen a 360° video on Facebook? If so, that’s a perfect example of VR. If you have shopped online for furniture and used a tool that allows you to see what the furniture would look like in your room, that’s AR.
Marketing automation is technology that automatically manages numerous processes and campaigns across multiple channels. Marketing automation allows businesses to connect with customers using automated messages for email, social, text, and more. These messages are sent automatically, according to a predetermined set of instructions called workflows. Workflows are constructed from templates or built from scratch and can be modified as needed.
By now, automation in marketing is starting to become less of a trend and more of a must-have. Marketing automation tools not only save employees time, but they make it easier to see what is driving the business. It also gives managers more time to focus on other things, like growing their business.
From a customer’s standpoint, marketing automation leads to more personalized content. Their overall experience with your brand is better suited to them based on their previous activities, which makes it far more likely they will have a better interaction. From start to finish, marketing automation is good for both brand and consumer.