In the marketing world, there are no certainties. New technologies and approaches come up every now and then, pushing marketers to adapt as quickly as they can to those new ways of doing business. By now we have all heard about technology trends such as Artificial Intelligence or Machine Learning – but what about the ones that will drive the future of marketing?
We have predicted 9 marketing trends to keep an eye on by 2022. Check them out below:
1- Great emphasis on content creation within the organization:
Content is at the core of every successful digital business model. It provides value, fulfils user intent and creates opportunities for engagement. Every company has a goal, whether it is to increase conversions, generate leads or drive brand awareness – content plays a key role in achieving those goals. And even if creating it comes with costs, there are no other ways around it other than investing more in content creation. That’s why we will see great emphasis placed upon content generation within organizations across industries by 2022.
2- Artificial Intelligence will play a bigger role in marketing campaigns:
Within the next 6 years, artificial intelligence will be used extensively in advertising efforts to make better predictions about user behaviour during different stages of the consumer journey. This means more personalised campaigns with content that is more relevant to each individual.
3- We’ll see more interactive video content:
As engagement rates for traditional banner ads fall, brands are turning to alternative ways to engage audiences using newer technologies such as augmented reality and virtual reality. Brands have already started harnessing the power of social media platforms like Instagram or Snapchat by creating interactive 15-second videos which users can scan to unlock exclusive content. By 2022, we’ll start seeing interactive video ads on more popular social networks like Facebook and Twitter.
4- Virtual shopping will be the new normal:
By 2022, virtual shopping experiences will look exactly like brick-and-mortar stores. By creating immersive 3D avatars of their product catalogues, companies can offer consumers a clear view of what they are searching for – even down to the colour of the fabric or skin tone of the avatar itself. People will love this because it is personalized and they don’t feel judged by faceless sales assistants. Brands benefit by having better control over the customer journey and the ability to record each transaction.
5- Voice search will continue its rise in popularity:
Voice-activated digital assistants are only going to become more popular as AI advances further into everyday life. Brands that fail to adapt their SEO strategies to include voice searches risk losing customers to competitors who make it easy for consumers to shop via conversational language.
6- AI will become better at understanding human emotions:
By 2022, machine learning will allow brands to gain more insight into consumers’ emotions through text analysis. This information will not only help marketers understand why consumers are interested in their products but could also be used as a powerful tool for marketers to create better content.
7- Content that is tailored to your desires:
By 2022, personalised content will have evolved beyond standard ‘recommended’ posts on social media feeds. Brands will take data from purchase history and online behaviour to deliver contextual offers based on behavioural triggers. These could include price drops when stock runs low or stimulus offerings based on weather or seasonality.
8- Brands will have to become more active in their communities:
Brands are now no longer only selling products, but they are also serving as a platform for community building. Consumers expect brands to be active members of their community and give back by sponsoring charity projects or hosting social events that create brand awareness. If you’re not engaging with your customers online yet, it’s time to start. Your offline customers will influence your online presence.
9- Unconventional advertising tactics gaining steam:
One-way brands are interacting with consumers is through alternative influencer marketing. In this model, the only thing that matters is engagement and authenticity which is much harder to measure when it comes from a celeb with millions of followers. We’ll soon see brands working more closely with micro-influencers in an effort to cut through the noise. As we come to the end of this list of trends, it’s clear that the marketing landscape is going to look drastically different in just a few years. Many of these changes are already happening as we speak, so it’s important for brands to start preparing now if they want to stay ahead of the curve. We advise you to take some time to think about how you can apply these trends to your own business and begin strategising on ways you can future-proof your brand. If you need help getting started or would like some expert advice, don’t hesitate to reach out! The Sotavento Medios team is more than happy to chat with you about what the future of marketing holds and how they can help get your business there. Click here for more information.