Business needs to focus and make clear the consumer expectations, imagine how wide the consumer choice of platforms in now a high-speed technology developing the world. Social media, marketing technologist, product globalization or internal communications, etc. therefore, picking a right side and focus on and get ahead of the new trends is significant to running the business, this article will give you some ideas about new trends affecting marketing communication.
The new generation of shoppers does not trust brands, to target this group “influencer” are used. “Influencers” included YouTube, blogger, and other tastemakers of the Internet. Brands sponsor these figures by sending products to be reviewed or discussed on each respective platform. These reviews give brands a chance to connect with customers on a more personal level. The connection made through You Tubers and blogger allows purchasers to have a trusted source that gives an honest opinion about the products. Influencer Marketing is becoming increasingly popular amongst the younger generation. Millennials spend a significant percentage of the day on the internet, whether scrolling through social media or on some other form of online entertainment. In all these avenues, the influencers are present through the picture on Instagram, tweets on Twitter, videos on YouTube.
Social media is a digital reflection of today’s consumers’ lives. Platforms like Facebook or Twitter are a natural environment, especially for the young users. They spent a massive amount of time there. These digital networks are constantly adjusting to evolving consumers to meet their expectations and make them spend even more time on social media. Audience creates a wide space for brands to step in and communicate with clients and prospects. Users leave lots of information about their interests and preferences. Marketers who do not listen their audiences miss the opportunity to reach out to the most promising leads. Channels are one of the most effective channels for generating sales. Leads that you collect with social listening are authentically interested. Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.
One way in particular that we are seeing an example in every day life is the use of Ad Blocking Software. We are now seeing over 200 million worldwide users, actively seeking ways in which they no longer have to watch and view advertisement online. This may only represent a measly 6% of global Internet users however we are witnessing clear exponential growth in Ad Block software of a global scale. Research tells us that this could potentially cost businesses almost $40 Billion annually in revenue, as they are limited in their access to create new conversations with new customers. The reason for the increase in the demand to void online ads is they become irrelevant and annoying to users when they don’t keep in line with their interest. As we see more young, tech savvy individuals using the internet and online programs this ads more individuals to the internet audience who are not willing to wait to access their information online. Companies must find an alternate way to initiate the conversation with customers in more interactive and enjoyable ways. Innovation and interaction is being used in the top companies to create a more streamlined and enjoyable experience online when marketing their brand and products.
Furthermore, emotional marketing has been prominent over the years. More than a half of consumers are more likely to buy or remember a product in the future if they can relate to a company’s brand story. Potential customers want to hear stories they can relate to. These stories connect to the consumers, which make the brands significant in their minds. Companies such as P&G and Nike create mini movies within their advertisements not only sell a specific product but to also sell the feeling or the emotion attached with the product. Emotional marketing gives businesses the extra hand to stand out in the highly competitive market.
(2015, December 22). 4 trends that will change your marketing communication in 2016 – Smart Insights Digital Marketing Advice. Retrieved January 24, 2017, from http://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/4-trends-will-change-marketing-communication-2016/