In a constantly changing world, running a business is complex. Keeping up with trends, tracking the competition and dealing with the ongoing economic consequences of the pandemic and recent world events are just part and parcel of business-life.
What does this mean for digital marketing? Evolving consumer behaviour heavily swayed by developing technology and socio-economics as well as tougher budgeting decisions for businesses influences the direction marketing takes both now and in the future.
People born between 2010 and 2025 are known as Gen A. They ‘will be the most formally educated generation ever, the most technology-supplied generation ever, and globally the wealthiest generation ever’ says social analyst and demographer, Mark McCrindle.
Gen A will never know a world without technology or having to wait for the information they need, and having this kind of upbringing will result in a digitally literate generation with high expectations of things like gamification and much shorter attention spans.
The oldest Alphas are now only 13 years old, so there are a few years left to sharpen predictions on their consumer trends. Yet channels such as YouTube that offer influencer videos aimed at children have already begun Alpha marketing.
Child YouTube star Ryan, of Ryan ToysReview, has already become a millionaire from his Gen A method of critiquing toys for his audience, winning himself huge deals with big brands. Definitely the future of marketing and something to keep an eye on.
What was once the basis of all marketing – Product, Place, Price and Promotion – has lost its effectiveness. It’s evolved to become more customer based. Introducing the 4 Es – Engagement, Experience, Exclusivity and Emotion.
We no longer simply buy products. We buy experiences and emotions. What once was the question of ‘how should I sell this product’ has shifted perspective and become ‘why should I sell this product’.
Emotional branding spells the future success of businesses that do it right. Take sportswear brands like Nike, for example, who don’t sell footwear but sell the belief and courage to chase your dreams. Or Disney, who don’t sell holidays or merchandise, but happiness.
These big brands have changed the way they communicate with their consumers and we all need to follow suit to meet the expectations of tomorrow’s generation.
Especially among younger audiences, we are becoming more in tune with identifying fake news and scams. The same goes for brands, people are becoming more and more wary of untruthful ads.
It’s like the old saying, ‘if it’s too good to be true, it probably is’. Marketers need to be increasingly aware of how their advert is perceived and to send a genuine and honest sounding message.
Customer and brand loyalty is a big deal these days, so the future of marketing should be invested in building trust and offering genuine value.
We pride ourselves on being ahead of the curve on this one. Our marketing strategy is heavily statistically based, which is how we know what’s needed, what’s working and what’s next!
As others begin developing their own statistics analysis processes, we intend to be first in line for the latest updates in analysis software. Advances in competitor analysis, trend predictions and consumer research are expected in the coming years to improve marketing strategies in all areas.
Media monitoring tools will be able to scan websites, keywords, blogs, podcasts, discussion forums and social media in real time, alongside tools to make sense of this data, so marketers can make snap decisions as soon as a trend is identified.
Music has been used in marketing for decades, but it is still considered one of the most influencing tools in advertising and will continue that way.
When we talk about building an emotional connection with consumers, music is a powerful emotion inducing tool. Not only can it develop a bond between brand and consumer, it can empower brand recognition and loyalty.
A universal language, utilising music in marketing is a must and makes communicating with your audience easier. Combine it with the perfect visual sidekick and voila! Success!
Times change faster and faster, and so do apps and social media trends. These days, some of us hear of the next big thing from the younger generation, only to research it and find a platform with millions of users already.
Content sharing is crucial for building engagement. We need to keep ahead of this conveyor belt landscape. Be one with your audience and use the platforms they use to become a true expert. Because if you don’t, by the time you get used to the latest platform, the next one will have come around already.
We all know about AI and what it can do for us already. We use it to run processes and personalise solutions for us. So, what are the next steps?
Chatbots and voice assistants like Alexa are already in common use, but these are predicted to develop further for businesses and help users navigate through menus, FAQs etc.
The businesses expected to benefit the most are the ones who will use AI to make their consumers processes smooth and satisfying to meet our growing demand for convenience and immediate gratification.
Marketers will also gain even more in depth and personalised information about consumers. Which is really important when consumers still expect an emotional experience from a brand, which AI alone still cannot achieve.
Trust us when we say we know what we’re talking about. We were the marketing experts yesterday, we are the marketing experts today and we work darn hard to be the marketing experts of tomorrow.
Sit back and let us take care of your digital marketing. We perform smart statistical analysis of what works for your business, what doesn’t and what we need to do to get it to the very top. And we won’t stop until you get there!
Call us or drop us a message and we will talk you through everything we can offer to make your business succeed.