Do customers yearn for the convenience of informal conversation? Can you help people combat FOMO while increasing visibility? Do people trust strangers more than brands?
Let’s investigate top trends to watch out for this year.
1. Conversational marketing
While chatbots were so last year, we should now be looking beyond automation and towards more human-centric experiences. After all, conversational marketing still enables continuous brand engagement, but now with the added bonus of personalisation, platform convenience and real-time human interaction.
Sounds interesting, right?! Conversational marketing is based on interactions across a variety of platforms such as Facebook Messenger, WhatsApp and Google Hangouts. It enables you to foster relationships and improve online experience by communicating in a way that is most convenient for your audience.
“Alexa, we’d like a Texas BBQ and a side of garlic bread please”. The Domino’s Anyware campaign is a great example of conversational marketing. To get more people ordering online, Domino’s has brought their product to devices people already use every day. This means that rather than making people come to them, Domino’s allows customers to order their favourite pizza through their favourite platforms like social media, smart devices and voice recognition.
2. Live video
Last year, the live streaming industry reached a staggering £50 billion. As many people swapped their midweek coffees for socially distanced isolattés and weekend tipples for quarantinis, it came as no surprise that social media users took to Instagram Live, Vimeo and Facebook to a get a glimpse of the action.
In other words, live videos help users overcome FOMO (an innate fear of missing out). If consumers can’t experience something in person, live broadcasts are the next best thing.
In fact, people spend three times longer watching live videos than they do looking at pre-recorded content. When the live element is added, videos come alive and customers feel like they’re a part of your story, rather than just passively sitting back and watching.
3. Influencer Marketing
“Stranger danger” is something of the past in digital marketing. It’s said that 92% of people trust strangers more than brands. Not only that, but research demonstrates that consumers are more influenced by their peers when it comes to making a purchase.
If you work in marketing or comms, chances are you’ve probably come across influencer marketing. This buzzword is a comms trend in vogue (literally!). In fact, the influencer marketing industry is set to reach a whooping £10 billion.
Influencers, unlike celebrities, can be anywhere. They can be anyone. What makes them influential is their widespread following. An influencer can be a globe-trotter on Instagram, a foodie who blogs, or an SEO specialist on LinkedIn. Within any industry, there are influential people who can help you create authenticity and enhance your following.
It’s 2022 and we’re all for affirmations. Repeat after us… my brand is convenient. My brand is engaging. My brand is authentic.
Why not make a resolution to define your communications strategy? It will take some effort, but luckily for you, conversational tools, live video, and influencers are only a click away.