Exposay 2021
Business Tips

The Future of Marketing

Any marketer needs to keep up to date with different market strategies that emerge from time to time. In the coming years, we are likely to witness many changes being implemented in the marketing forum. While many marketers tend to focus more on the present, those that focus on the future have a better advantage in getting results and implementing marketing strategies on time. As an employer, it is always good to ensure you hire marketers such as Digitawise who utilize the strategies that will work now and in the future.

1. Target consumers are changing

Source: pexels.com

The first and obvious thing for any marketer to grasp is that the target consumers are changing. In the next 5-10 years, marketers will be dealing with generation Z. Gen Z has short attention spans, and their digital literacy is higher. For this reason, it won’t be easy to convert them to the old traditional ways.

Short videos, for example, from Tik Tok, WhatsApp, and Instagram stories are taking root, and marketers need to take note of that and keep the ads short and less intrusive. It is time for marketers to smarten up and think of how they will target Gen Z because they are more aware than the millennials.

2. Personalization will evolve

Thanks to big data, personalization is possible, but marketers are yet to figure out how to implement personalization to lead to more conversions effectively. Many people complained and rumbled when they learned that WhatsApp is giving Facebook its users’ phone numbers to deliver targeted ads.

This trend shows that marketers and social media companies are looking for ways to use personalization to convert target customers. In the coming future, we will see marketers find a way to deliver personalized ads that are more meaningful to the consumer and less intrusive.

Also, businesses are more likely to personify their products to fit a certain set of people. For example, a jewelry manufacturer can give consumers a chance to specify modifications that they would love to be made to an engagement ring or a necklace that they are wearing.

3. Targeting emotions, engagement, exclusivity, and experience

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Many people are now buying based on their emotions. Big brands such as Apple and Coca-cola caught up with this before many other marketers, but soon every marketer will be adapting to the strategies that target consumers’ emotions. If you do not make your consumer happy, then you lose him/her.

It will be all about enhancing your customer’s experience when he/she is receiving your ads and when he/she is buying from you, and how you handle the customer after he/she completes the buying journey.

Coca-cola, for example, does not just sell a can of tasty liquid, but it sells happiness, and you can see this in how they frame their advertisements. Apple, on the other hand, sells its status quo. These forms of advertisement are likely to form the basis on which many brands will grow.

4. Development of artificial intelligence

Artificial intelligence is a way in which machines are programmed to think and mimic human beings. Machine learning is proving to be quite efficient in improving the customers’ experience, which plays a significant role in converting potential customers into buyers.

As of 2018, according to Forbes, 3 out of 4 enterprises using AI were able to improve customer satisfaction by about 10%. Given how efficient AI is likely to become, businesses cannot simply afford not to implement AI as a marketing strategy.

Chatbots are emerging at a fast pace, and there is also voice search which is improving customers’ experience when searching for different items on online websites. AI has become central in how we operate in the modern world.

5. Influencer marketing

Source: geomarketing.com

People rarely believe what brands portray, even if it is the gospel truth, and a marketer has to get around that. The best way to do it is by using influencers. Influencers are content creators that have established themselves on social media platforms as credible sources of information for their followers.

These influencers have a considerable amount of followers, and marketers can target these followers by using the influencers to advertise their products. The followers tend to believe these influencers, and marketers can use them to position their brand as authentic and trustworthy.

6. Mobile marketing

According to Statista, in 2020, mobile users worldwide were about 6.95 billion. The increase of mobile use necessitates that marketers find a way to ensure that they can make advertisements more mobile-friendly. Also, websites need to adapt to favor mobile phones.

People are often searching for products and services using their phones. If they find that they cannot easily access your site conveniently, they will move on to your competitor without giving it a second thought.

7. Increasing complexity in the buyer’s journey

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Due to the development of the internet, the buyer’s journey has become complicated. Customers rarely come into contact with salespeople, and people prefer to research products using the internet. As a result, SEO optimization has become a necessary tool for all groups.

The SEO optimization should also aim to lead customers to navigate the complex journey on their own. Due to this complexity, marketers need to adapt to better and creative methods in the future. Remember, consumers are irrational and emotional when choosing what is interesting to them.

8. Transparency

Consumers value transparency now more than ever. If you are not transparent, social media has made it easy for people to circulate messages quickly. Your brand may be disgraced before potential customers and may ruin all the chances you may have of converting them.

Bottom Line

Marketing and the target consumers are evolving, and businesses need to keep up with the latest strategies to survive. Ensure that you adapt so that you can always be a step ahead of your competitors. Websites, AI, and automation will be the main ingredients of marketing in the future, and marketers should carefully evaluate them to ensure progress in the future’s marketing platform.

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