By: Caroline Berryman, CMMP—Editor-in-Chief
In today’s marketing world, there are always new and exciting trends to read about. Recently, I came across some key emerging consumer trends that you may want to consider in your future marketing plans. Each one provides a unique opportunity to build awareness for new products and services, create targeted campaigns and brand building that will surely extend beyond 2020.
The rise of virtual companions is luring consumers to expect branded virtual entities that connect to them on a deeper level. Trend Watching’s quarterly report, claims that ‘consumers will pay deeper attention to brands who embody themselves via new virtual characters and avatars, allowing them to inhabit digital channels in richer, more immersive and more human ways.’ Facial recognition, sensors and smart objects are turning the world into a landscape that shifts and changes around consumers, who expect responsive personalization. No wonder 39% of global businesses say they have started to deliver personalized experiences in real-time (Adobe and Econsultancy, February 2019).
Smart brands are rushing to help those consumers who are feeling pressured by the demands of modern life. Consumers are constantly feeling pressured to be on fire all the time – personally
and professionally, and this is causing many people to burn out, mentally and physically. With a growing focus on well-being, consumers are seeking brands to help them battle the burnout. Health and wellness products and services that not only educate consumers, but can relate to consumers. It’s not just the CEOs that are the face of the products. It is now their employees who are highlighted as being relatable and understanding, who support the causes companies stand for and the charities they support. Many consumers are removing themselves from toxic online communities and social media platforms. They prefer to join smaller and more intimate digital spaces that facilitate respectful and meaningful connections, so they can interact with like-minded peers that allow them to be authentic. Brands need to be authentic with their voice and focus on higher rates of engagement with their audiences. Give them a reason to come back and continually connect with your product and service.
Transparency is becoming even more important and with the growing internet of things around us, if you don’t share something with your audience, they’re bound to find it somewhere else. It’s best to be upfront with everything, good or bad, from the very beginning. People want to see what others think of your products. So give it to them. Invest the time in case studies and testimonials from your customers. After a purchase, reach out with a friendly, email inviting a customer to write you a review.
Many companies use email marketing and social media marketing very effectively but what about marketing through text messages? Artificial intelligence has opened the way for this to become a viable tactic. How does AI and text marketing work? Through detailed algorithms, AI can predict what messages and formats will appeal most to certain audiences. Over time, AI can monitor what messages get the most engagement and adapt its predictions to best suit your audience. This kind of marketing will need its own unique strategy to determine the best tactics to use but it’s a great opportunity for brands in 2020.
Brands are encouraged to stay vigilant of new and emerging trends to better target and interact with their customers now and in the future.