Marketing, much like British weather, is perpetually changing and full of surprises. And just as we all rolled our eyes at the thought of yet another drizzle-filled afternoon, some marketing trends initially had us thinking, “Oh, not another fad!” But lo and behold, some of these ‘fads’ are not only sticking around but are becoming our secret indulgences. Let’s delve into seven marketing trends we (secretly) love.
Social media innovations
- TikTok takeovers:
“Another social media platform?” we collectively groaned. But TikTok, with its infectious music, quirky dances, and bite-sized content, has quickly become the marketer’s playground. Those short and sweet clips have led to a 50% increase in brand engagement for many companies. However, while it has its perks, the fleeting nature of trends on the platform can sometimes be hard for brands to keep up with.
- Influencer collaborations:
“Are they just promoting products for a paycheque?” was the initial scepticism. Yet, with the rise of micro-influencers and genuine brand partnerships, influencer marketing has seen a 70% rise in ROI for brands in recent years. That being said, not every influencer collaboration guarantees success; choosing the right influencer for a brand is crucial.
- Shoppable posts:
We thought, “Isn’t scrolling through social media distracting enough?” Yet, seeing a product we love and being able to buy it in just a couple of taps has led to a 30% increase in sales for many online retailers. On the flip side, some users feel it disrupts the organic nature of social platforms.
Technological advances
- Chatbots & AI customer service:
“Just another robotic interaction”, we thought. But these clever little bots have transformed online customer service, decreasing customer complaint rates by 40% in some cases. Of course, it’s essential to strike a balance; over-dependence on bots can sometimes frustrate users seeking human interaction.
- Augmented reality (AR):
Remember when AR seemed like an unnecessary gimmick? Brands like IKEA have since harnessed this technology, allowing users to virtually place furniture in their homes before making a purchase. This innovative approach has led to a reported 20% increase in sales for such brands. Despite its benefits, it’s crucial to ensure a seamless experience; glitchy AR can deter potential customers.
- Voice search & smart assistants:
“Alexa, why did we ever doubt you?” From viewing voice assistants as a mere convenience, brands optimising for voice search have seen a boost in organic traffic by 35%. However, it’s crucial to ensure voice search capabilities accurately capture user intent to avoid miscommunication.
Content evolution
- Interactive content:
Quizzes, polls, 360-degree videos… they seemed like mere distractions. But the data doesn’t lie. Brands leveraging interactive content report up to a 60% increase in user engagement. However, it’s vital to ensure that such content aligns with a brand’s message and doesn’t come off as gimmicky.
Lesson learned
In the realm of marketing, initial scepticism often evolves into eventual admiration. Trends that once had us rolling our eyes are now the tools driving significant growth and engagement. As we’ve learnt, it’s always worth giving those ‘trends’ a second glance – sometimes, they turn out to be the absolute game-changers.
