Keeping up with the ever changing marketing landscape is more essential than ever. With the increasing number of innovations and high-tech solutions enabling marketers to reach and engage their customers in new ways, businesses now need to experiment with fresh ideas to succeed. What worked last year may not work again this year. Here are our top 5 meaningful marketing trends you can start thinking about to help your organisation be one step ahead of the curve.
Ad Spend Shift from Facebook to Instagram
Instagram was the fastest growing social media platform in 2018 and there is little doubt it will change in the near future. It has already outgrown its older parent site and its scandal-free image is helping attract more users to move away from Facebook. With user engagement stats going through the roof, it’s no wonder the platform is becoming increasingly attractive for brands. According to Socialbakers, ad spend on Instagram has increased in 2018 while it decreased on Facebook, with a quarter of the ad spend now going to Stories. A great example of a recent Story campaign is from easyJet. They have taken the pain out of choosing a holiday by making it even simpler, you can just click on the photo to book. Watch this space!
The Power of Podcasts
Podcasts have been having an unexpected revival over the last couple of years. 2019 has already been huge for this medium helped in part by the launch of Google Podcasts in June 2018. Many brands are beginning to realise there is more to leverage from the intimate and personal experience podcasts offer. Interestingly, podcast listening seems to be habit forming. Research by Podcast Insights shows an average listener enjoys seven podcasts per week. Podcast ads are effective for a bunch of reasons, particularly for their authenticity. They are read by a podcaster who the audience trusts and likes and are less predictable than other ad formats due to the presenter’s personal spin. According to a recent US study from Nielsen, podcasts generate up to 4.4 times better brand recall than display ads, including scroll, static and pop-up ads on other digital media platforms.
Let Your Bot Do The Talking
AI-powered chatbots are growing in popularity and sophistication and we expect to see more of them in the upcoming year. While commonly used by large enterprises to optimise business operations they can actually be employed by smaller brands on their websites. A bot could come in handy when answering the most common questions and help convert visitors into warm leads. However, do tread carefully in this space, brands should never underestimate the importance of real human communication with their clients and prospects. Microsoft infamously hit the headlines with the launch of their teen chatbot Tay. Less than 24 hours after Tay launched, internet Trolls had thoroughly “corrupted” the chatbot’s personality by flooding the bot with a deluge of racist, misogynistic and anti-semitic tweets. Ouch. Carve out an AI role in your brand’s communication process which fits the industry and the relevant stage of the customer journey.
The Ultimate Cocktail - Smart Speakers & Voice Assistants
Smart speakers are rapidly becoming a global trend with about 56 million devices sold to consumers in 2018. Although such a great number of households are using Alexa, Siri and Google Home, the advertising spend and optimisation for voice search has been scarce. With this relatively new medium comes a less invasive format of advertising. For example, if you asked Alexa for a Patron cocktail recipe it will respond with multiple variations courtesy of the premium tequila brand. This technique really works. According to Digiday, Patron gets over 6,000 queries each month. Cheers to that!
Macro Impact From Micro Influencers
The concept that an influencer must have hundreds of thousands of followers to be valuable for a brand is misleading. It turns out that bigger isn’t always better in the influencer world. In fact, micro Influencers (those with less than 10,000 followers) are considered to be more powerful for brands. They are often seen as ‘normal’ people and are considered experts in their niche. They connect with their audience on a deeper level and generate up to 85% higher engagement than their bigger rivals. Not only do they engage more frequently but they are also considered to be more authentic due to their hands on, personal approach. At the same time, they are much more cost effective for brands when compared to the budget required to enlist a celebrity or an influencer with 100k+ followers.
When it comes to competing in today’s market, take a proactive approach to push your brand forward and don’t be afraid to experiment with conviction when trying new ways to grow your business. ‘The definition of insanity is doing the same thing over and over and expecting different results.’- a favourite Albert Einstein quote of ours, it rings so true. At The Everyday Agency, we love to innovate and we specialise at developing cutting edge marketing strategies for our clients. If you would love to find out more about our services please drop us a line at firstname.lastname@example.org.