Changes in Marketing Trends

The marketing world is evolving to align with the changing needs of the modern consumers. This has urged the marketing professionals to devise competitive strategies in order to survive in the industry. Let’s discuss the advancements that took place recently and the new developments that are on their way, shaping the future of marketing.

1. Social responsibility will be one of the top priorities of businesses

Companies know that the modern consumers value ethics, trust, transparency, and social responsibility. Thus, they are planning to invest more in social responsibility in the coming years. The generation Z and millennials are concerned about the prevailing social issues such as gender inequality, climate change, resource depletion and racial discrimination. They want companies to take steps to mitigate them. When companies advocate or become vocal about these growing issues such people often end up becoming your loyal customers and it positively affects their purchase decision. Companies target their audience through social media strategies i.e. offerings and promotions that focus more on the noble cause to attract them. For example, every time you buy Nestle Fruita Vitals juice it comes with a paper straw. This is part of their campaign to eliminate plastic from the earth as mentioned on the pack.

2. Experiential Marketing seems to rule

Companies have been using experiential marketing campaigns in order to engage their audience or for consumer business interaction and provide them with an immersive experience. This is either in the form of a physical place or created through Virtual Reality or Augmented Reality. For example when you visit a mall they have placed massager chairs on which you can sit and get a massage. iRest is one such company that offers such services to promote their product and also for their brand engagement. Such immersive experiences are liked by customers and prove to be effective. However, with the spread of covid-19 the market faced a setback and companies were forced to shut down their operations. Providing customers with AR/VR experience is way too costly and that also means that their target audience or customer should also have the latest gadgets or smartphones to access the content. But experiential marketing is showing a comeback as people are getting more access to such immersive platforms.

3. More dependency on influencer marketing

Influencer marketing has gained a lot of popularity in the last few years and 17% of marketers were eager to plan and invest in 2023. It helps to create brand awareness and companies can gain more customers through their millions of followers. Micro influencers or those who have less followers as compared to celebrities helps in converting leads. People have a high level of trust in them and their opinions or recommendations are very much valued.

4. Investing in video marketing

Though longer videos are more informative and give detail about the company's product and services to the customers and target audience, marketers have learned that viewers lose interest after a short period of time so short content and to the point videos are more effective in delivering the intended messages. Instagram or Facebook reels and Tiktok videos have been popular these days. Marketers are increasingly investing in video marketing especially the short videos which take less bandwidth.

5. Focus on Search Engine Optimization

Companies want to make sure that their website and content appears at the top when people search for the relevant information, especially on Google. They are relying more on SEO techniques and tools to increase their short term and long term traffic. The need for SEO strategies is growing and it is ranked the third most effective marketing tactic. Marketers are turning towards SEO specialists who can provide them with search insight reports and help them to improve the website ranking as well as increase the number of visitors. 

All these initiatives are becoming more ingrained in the marketing sphere. Companies must remain open to change by clinging to the new marketing trends so that they do not fall behind in competition or face failures.