As marketers we know that our industry is constantly evolving. Driven by the warp speed of digital media, it’s important to stay on top of the latest trends so we can align our marketing programs to make stronger connections with our customers.
Making those authentic brand connections is at the root of every successful marketing program. But how do you make those relatable, personal connections during this time of remote work and social distancing? This post about creating authentic customer engagement is a great starting point. Use that personal, human-based approach as you incorporate these seven up-to-date trends into your brand marketing:
User Generated Content (UGC) is not a new trend—but it’s become even more relevant during these social-distanced times. By encouraging your customers to share their experiences with your products or services, they’ll be doing the work for you. Studies show that consumers trust reviews more than they do brand advertising, so let your fans speak for your brand. A great example of UGC done right is the Starbucks #RedCupContest. Every year, their devoted followers respond in a big way, posting their unique cup images on social media to win Starbucks gift cards.
Text Messaging is on the rise—and here’s why: It’s immediate: Research shows that SMS open rates are as high as 98%, compared to just 20% of all emails. And, on average, it takes 90 seconds for someone to respond to a text and 90 minutes to respond to an email. (source: Campaign Monitor). When you’re setting up landing pages or pop-ups on your website, instead of emailing them the discount or code, consider texting it to them instead.
Social Commerce. Reports show that 71% of consumers turn to social media for shopping inspiration. With social media channels like Facebook, Instagram and Pinterest offering shop-in-app convenience, it’s now more important than ever to make your brand, products and services shoppable on social media.
Brand Activism. With many social movements taking center stage in 2020, brands and businesses have started being more vocal about their own values and beliefs. The effort should be organic and authentic—simply share your existing sustainability efforts or your minority-based product offerings.
Google Core Web Vitals. Google wants the most useful and relevant information to show for their users based on the intent of their search; so they announced that Core Web Vitals will be added to their new page experience signal. “We’re announcing that page experience ranking signals for Google Search will launch in May 2021. This will combine Core Web Vitals and previous UX-related signals.” To get a leg up on the change, go to your Google Web Console or set one up. Then check out the suggestions from Google about optimizing your core web vitals.
Nostalgia Marketing. Nostalgia is so powerful that it’s actually proven to make us more willing to spend money on consumer goods and services. One of the reasons why nostalgia works well for marketing, is because of its effect on our mental wellbeing: Studies have found that nostalgia gives our lives a feeling of meaning and continuity, leading to a stronger sense of interconnectedness and purpose—so try to add a few throwback posts to your feed and see how your followers respond.
Going Live. Studies show that people spend 3x longer watching live video than pre-recorded content. A live stream seems to make your audience feel more involved, as it’s more in the moment, which explains its reach: Live streaming video on Facebook gets the best organic reach and engagement. If you’re not already in the game, use live video on your channels to capture and engage your audience.
These are just a few of the latest marketing trends that industry insiders have tagged as best practices. Our team at Shamrock is working to incorporate these into our existing brand marketing program. Which would you add? Join the conversation on our Facebook page.