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Marketing trends fluctuate based on popular culture and technology, among other factors. Creating a marketing strategy that works involves incorporating trends that have proven success and excluding trends that aren’t fruitful. Here are some marketing trends to consider using and others that you can probably leave behind.
3 Marketing Trends That Work
Many interesting trends develop in marketing. Some short-term trends increase website traffic and sales conversions over a weekend or season, whereas others produce results for a much more extended period. With the advent of smartphones, social media, and different perspectives on design, three marketing trends are here to stay.
1) Video Marketing
Camera lenses on smartphones make video marketing more accessible at a lower price point. In previous years, high quality camera equipment was expensive and out of reach for many smaller businesses. Now, all it takes is a high quality camera on a smartphone to produce high quality video marketing content. Video marketing often showcases a product, giving an overview of its capabilities and highlighting how it can improve consumers’ lives. As a result of this brief overview, businesses capture the attention of audiences and persuades consumers that they need the product, with 78% of marketers reporting that videos increase their sales.
2) Social Equality Marketing
Everyone likes to see themselves represented in marketing campaigns. Diverse social media marketing answers this demand through more inclusive marketing content. This trend recruits actors of all races, genders, religions, nationalities, and more to provide equal representation of consumers across marketing campaigns. Being inclusive makes products more appealing to a broader audience while also promoting social equality.
3) Native Ads
Native ads are a design-centric approach to marketing that leads to higher engagement. Whereas traditional marketing is loud and interrupts the flow of a website, native ads blend in with web pages and social media platforms. This approach leads to consumers viewing these ads “53% more frequently.”
3 Marketing Trends That Don’t Work
Some businesses attempt marketing trends that are ineffective because they’re more simple or worked for them in the past. Taking the easy or comfortable way out doesn’t always lead to a successful marketing campaign. In fact, it leads to lackluster results if you’re attempting to use any of the following trends.
1) Optimizing for Desktop Only
When the internet and websites were first introduced, the only way to access them was through a desktop computer. As a result, websites optimized for desktops were standard because smartphones didn’t exist. Some companies failed to make updates to their websites after the introduction of smartphones. Others forgot to optimize their content for smartphones when they first launched. Either way, hosting a website for your business that’s only optimized for desktops makes your business miss out on the 54.8% of website traffic from consumers using smartphones.
2) Distracting Pop-up Ads
Pop-up ads provide an intrusive advertising experience that provides some sales conversions, but that’s far outnumbered by the consumers who hate this approach to marketing. A whopping 73% of consumers dislike pop-up ads because they interrupt their web-surfing experience and are often unrelated to what they’re doing. Businesses that use pop-ups can also lose legitimacy as they develop a reputation for spam.
3) Automated Social Media Responses
Social media has allowed most businesses to provide a more personalized customer experience. In fact, the majority of companies answer customer queries on platforms like Facebook, Instagram, and Twitter. Some businesses take the easy way out and automate their social media responses. Autoresponders create an impersonal experience that’s less likely to lead to sales conversions or recommendations.
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