No matter what the size of your business, you always want to be refining your marketing strategy to ensure you are getting the highest ROI. This is easier said than done, particularly when there are so many avenues you could go down. You can’t do everything, so you need to know which trends to focus on and which ones you can let go (to the competition).
From the new style of content to voice-search and experiential commerce, read on for 2019’s top five marketing trends that are here to stay according to the top marketing company in Dubai.
1. Content, content, content.
Today and tomorrow, content is going to reign supreme. There is no more effective way to entice an audience than by creating content that inspires or provokes them, or at least excites them.
Moving forward, it is essential that companies realize that you can’t just put content in front of people and hope for the best. Instead, your content strategy needs to include ways that you are going to encourage readers to share and engage with it.
No matter what type of content you choose to produce, you want it to operate as a channel for two-way communication. This is how you start building trust with potential customers while also letting current customers know that you appreciate their support.
However, creating engaging content isn’t just about marketing. In fact, it can also feed other sectors of the company by helping you attract high-quality talent, reducing costs, and enhancing your relationships with investors.
2. Experiential Commerce
Experience is at the heart of the future of commerce, and the quicker your company recognizes this, the sooner you can get to work refocusing your strategy around experiences. This requires you to forgo the need to win every single transaction and, instead, nurture an ongoing relationship with your customer.
No longer can the appeal of a product or a brick-and-mortar store be solely functionality. Instead, a space needs to be a place where consumers want to spend time, not just to make a transaction and walk out with something.
Savvy brands know that they need to utilize brick-and-mortar experiences to court the consumer. Then, when the consumer does decide to purchase in that niche (whether next week or in six months), they will (hopefully) choose the brand with which they had a memorable experience. And, they will order it online.
Thanks to the abundance of online reviews (which consumers often spend a lot of time reading), customer service has never been so important. Consumers in 2019 expect speedy, convenient, and knowledgeable customer service – every time. For this reason, chatbots continue to be the best option for customer service as they are so accessible and readily available for the consumer.
By integrating these AI-powered chatbots into your website or ecommerce store, you can ensure that consumers (both potential and current) receive answers to their questions as soon as possible, and that they have their requests fulfilled rapidly. What is more, all of this can transpire without you having to sacrifice any of your brand’s personality.
If you are unsure about how to incorporate your branding into all aspects of your business, make sure to reach out and speak with a brand strategy agency in Dubai.
4. Data-Driven Approaches
With more data being collected than ever before, marketers are bringing in data-driven approaches to their creative projects. This is a trend that is going to continue as the presence of data analytics helps marketers operate more effectively. It does this by directing them to create the right content and delivering that to the model customer, on the appropriate platform, at the ideal time. For this to work, companies need to bring in data from across multiple sources and then blend it with creativity and intelligence.
If you are looking to stand out from the competition, make sure you are integrating the relevant data/analytics people with the creative team as soon as possible. The closer your creative side can be working with your data and analytics side, the more likely innovation will happen. This is how you get the two teams to be on the same page regarding the evolving behaviors of consumers.
If there is any marketing trend that you need to get ahead of, it is voice-search. A hugely popular emerging technology, voice searching enables individuals to speak out loud to the nearest smart speaker and have their request fulfilled. From ordering a new book to searching for information online (without having to use a phone), there is no denying that voice-search is the most convenient method for ensuring that what you want done, gets done.
The combination of mobiles searches and the emergence of digital assistants mean that voice searches are gaining steam in the mainstream. When you consider the fact that every major platform has an easily accessible voice search option, it is easy to see how it is going to explode in popularity very soon. Therefore, you need to make voice-search part of your SEO strategy. Recognize that while it is going to be a transformation in the method of delivery, the general principles of SEO will endure.
As a Dubai branding agency, digital partner & advertising company, Yellow works with progressive businesses to build bold and meaningful brands. From brand strategy to communication, naming to digital, and brand identity to literature, we ensure that every company we work with understands, acknowledges, lives, and communicates their unique purpose.
If you are looking to take your branding or marketing strategy to the next level this year, reach out to Yellow Branding to find out more about what we can do for you.