Marketing has evolved leaps and bounds in a matter of just a decade. From what primarily used to be a lot of traditional forms of marketing in 2010, has now shifted to the digital landscape, with marketeers paying a lot of attention to social media platforms and other forms of digital marketing. However, while the beginning of the new decade
Marketing has evolved leaps and bounds in a matter of just a decade. From what primarily used to be a lot of traditional forms of marketing in 2010, has now shifted to the digital landscape, with marketeers paying a lot of attention to social media platforms and other forms of digital marketing. However, while the beginning of the new decade hasn’t been an ideal one for anyone owing to the COVID-19 pandemic, marketing trends are set to change yet again with new advancements in technology and consumer behaviour patterns where brands are constantly looking to stay up to date with what consumers want.
Below, we take a look at some of the trends that will be a major part of marketing in 2020 and beyond.
Artificial Intelligence and Machine Learning Artificial Intelligence (AI) and Machine Leaning might have been staple terms in the world of tech, but their extensive usage in social media and other digital platforms means that AI will play a big hand in the advancement of marketing in the coming years. Machine Learning will do a better job of segmenting data, which will ensure that social media providers present users with the most relevant content.
Augmented Reality The wide usage of Augmented Reality (AR) has been seen in games so far, with Pokemon Go being the biggest example of the same. However, brands have come to slowly realise the growing importance of AR as a marketing tool which can provide customers (both current and potential) an immersive experience into the brand or the product. Smartphone manufacturers such as OnePlus and Vivo have given consumers an interactive experience of their new smartphones through AR, selling them the core USPs of the products, giving users a much better understanding of the phones. AR is also expected to be used widely by companies, ranging from FMCG firms, car manufacturers, real estate agencies and many more.
Influencer Marketing and Branded Video Content Influencer marketing has come leaps and bounds in the last couple of years, with more and more brands increasing their budgets to include influencers for their marketing campaigns, and it doesn’t look like it’ll slow down, barring a minor blip during the pandemic. Branded video content has also been a major propeller of brand marketing campaigns with reviews and recommendations driving sales further. Beyond that, greater engagement with vloggers, and influencers in general, offer plenty of opportunities going forward.
Deeper Personalisation With more and more brands offering personalised advertisement to their customers, generic ads will no longer provide a sense of connection with the brand. As data mining allows companies to learn more and more about customers’ purchasing habits, we will see marketing tailored to better address individual needs. This is further supported by research done by Epsilon, which claims that nearly 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Furthermore, another report from Gartner also suggests that 90% of brands will practise at least one form of marketing personalization by 2021.
Newer Forms of Social Media Traditionally, Facebook, Twitter and Instagram have held the throne of social media kings over the decade as the preferred platforms for brands to market their products. However, TikTok’s emergence as a major disruptor of these traditional social platforms hints at a shift towards marketeers preference of social media. With TikTok’s popularity growing exponentially globally despite the ban in India (and an impeding ban in the US), more brands are exploring opportunities to leverage the platform’s high engagement and reach for higher dividends on their marketing campaigns.
With the marketing world constantly changing, brands have no other option but to stay on top of these shifts to establish a strong connection with their audience and know what their needs are. As the world of tech continuously improves, marketing will continue adapting and implementing newer ways of making their campaigns more and more accessible, be it through AI or Machine Learning or something as basic and simple as analytics.