Marketing. It’s always changing because we as humans are constantly evolving. Undoubtedly it’s imperative for marketers to be one step ahead of human habits in order to be successful. At Sigma, we believe that being proactive, investing in research and anticipating trends are the most effective ways for us to understand our brands’ audiences. Here are some of the current "top trends" that all marketers should keep in mind, and find ways to implement in their campaigns.
Understand that technology makes people happy! Seventy-eight percent of people believe technology makes them happier. It establishes more “me time,” efficiency and, most of all, easy access to all kinds of info.
If you haven’t noticed already, people are sharing more and more through social media. Campaigns like “Left Swipe Dat,” have taken note of consumers' deep immersion in social channels and structured their entire strategies to take advantage of it. As another example, consider the new YouTube and Instagram sensation called "Dr. Pimple Popper." This is the online marketing persona of Dr. Sandra Lee, a dermatologist and marketing genius who attracts attention and clients by encouraging people to share reaction videos and photos of zit-draining procedures. (I dare you to search the hashtag #extractionreaction. You’ll be blown away by this campaign's popularity.)
With the streaming services like Netflix and Amazon Prime, most people (including me) are becoming "content spoiled." In fact, Millennials watched 25 percent less TV last year. Instead, we are becoming streaming content bingers! And we aren’t just watching one or two episodes, either, but rather every one available, and within a very short period of time.
People are bombarded with content, but many marketers get stumped when it comes to how to execute effectively. Don't overlook the power of personalization. It may not be a "new" idea, but in an increasingly crowded content space, but it definitely making marketing more effective and works for many reasons. So what isthis personalization thing? Exactly what it sounds like — finding ways to address and connect with your target consumer as directly and personally as possible. A report from Adestra revealed that emails with personalized subject lines were 22.2% more likely to be opened and according to a study by ExactTarget, 77 percent of consumers prefer to receive permission-based marketing communications through email.
So how do you get started? Segment your audience and retire massive email blasts. A great example of this would be to have separate content efforts for current customers and leads. Once you’ve achieved that, then establish a combination of marketing automation, web analytics and CRM in order to track your progress. Segment. Analyze. Segment. Analyze.
We thrive on content that educates and entertains, but are we even reading it when it's delivered to us? Surprisingly, the answer is no. Typically, we read the headline and then share what we've "learned" from that alone, without delving any deeper into the associated content. According to coppyblogger.com, on average, eight out of ten people will read headline copy, but only two out of ten will read the rest of the article. So what is the perfect headline? Hubspot suggests using six words and a maximum of 65 characters. They also suggest using interesting adjectives, as well as attention-grabbing negative words, like “no” or “stop.” They also provide a helpful formula for creating the ideal headline: Number or Trigger Word + Adjective + Keyword + Promise.
Hopefully, these trends will perk your interest, spark your creativity and you'll start to incorporate them into your own marketing schemes. Remember that experimenting is a good thing! If you have any questions or would like to learn more, feel free to reach out.