As the holidays approach and 2021 begins to wind down, the ever-evolving field of marketing continues to trudge on, full speed ahead. Before ringing in 2022, marketing professionals can anticipate new trends, especially since the COVID-19 pandemic has changed the way in which businesses have looked at promotions and communications. A few of these awaited trends are as follows:
- Hybrid Events
The coronavirus pandemic threw a wrench in many plans. Tours were rescheduled or cancelled, offices were closed and in-person meetings were suddenly conducted over a computer screen. As a result of this, virtual events became the norm in an attempt to engage with customers and leads. Although many can’t wait to be in a room full of strangers again as restrictions are beginning to be lifted, some may find comfort in enjoying events from their cozy recliners. Consciously marketing to both audiences and offering enhanced experiences through VR and AR to those who prefer virtual events will create a more inclusive space.
- Conversational Marketing
As marketing shifts to a largely digital space, timely responses to customers’ questions are more important than ever. Conversational marketing gives marketers the opportunity to do just this. Brands are able to interact with customers through chatbots and voice assistants, which in turn drives engagement and enhances the customer experience.
- Highly Personalized Content
Personalized advertisements are more popular than ever since the pandemic, with users scrolling endlessly for hours on large retail websites like Amazon or browsing through countless movies and TV shows on Netflix. Content is everywhere. So much so that humans seem to be immune to content altogether. In an effort to combat this, personalized content comes into play. Personalized content will grab the attention of both current and potential customers. By catering to the interests of users especially on digital sites, they are more likely to interact with the content being shown to them which, in turn, increases the click-through rate and increases engagement.
- Video Content
As attention spans become increasingly shorter as the digital space grows wider, short, concise and engaging content is what customers are attracted to. Apps like TikTok and Instagram’s Reels have transformed the way businesses create and share content. According to COR, 80% of consumers prefer to watch videos rather than read content when considering a purchase. Creating video content is an easy way to engage leads and customers while differentiating a brand from its competitor.
- Artificial Intelligence
AI gets a bad rap. Most assume its robots taking over the world, but this is far from the truth. AI is a tool to help humans, not hinder them. AI technology allows marketers to better analyze data, create meaningful copy, predict customer patterns, and so much more. AI is valuable and as it evolves over time, marketers can leverage its uses in various ways. Looking out for these trends as the new year rolls in, marketers and pre-professionals can position themselves well by expecting, researching and utilizing these trends in their organizations.