Written by Ian Nathan
Be Positive
“Seasons don’t fear the reaper, ..we can be like they are”. (Blue Oyster Cult – The Reaper, 1976).
It’s an odd but accurate description of the industry we live in. Marketing trends often resemble a wave that slowly evolves across many seasons. Marketing managers are quick to recognise trends, while ensuring they don’t fall prey to the revolving door.
That initial quote works in two ways though. Awareness of marketing trends is tremendously beneficial. It allows businesses to see how their competitors operate in the market. Savvy teams use these observations to aid their creativity when implementing marketing trends.
Be Focused
The litany of marketing strategies (adventures) jostle on the technological landscape they live on. The immense speed of moving trends are necessary, as every business tries to keep up with their consumers.
Here are the 5 marketing trends of 2021 to pay attention to;
1. Mobile-responsive Website
Let me begin by acknowledging that this “trend” has been in play for years (which might make it old fashioned?). However, it is definitely a marketing trend for 2021 as more traditional businesses finally accept the need for a better-than-good website.
Consumers have come out of a challenging year, dusting off the effects, and getting right back on their devices to explore the world. Don’t be left out of that conversation. A mobile-friendly website is the absolute minimum that any serious business should have.
2. Ephemeral Social Media Content
Fleeting/Ephemeral (temporary) content has seen a surge in popularity. It’s easy to understand why. In an age of constant communication and an abundance of content, a bloated platform is meh… as the kids like to put it.
In all seriousness, the value of Stories across platforms like Instagram, YouTube and Facebook give marketeers the ability to generate bite-size pieces of content. These are not one easily digestible by consumers, but allow creativity to reign. An ephemeral strategy should be highlighted in a business’ marketing strategy moving forward.
3. High Quality Video Content
Another form of ‘easy-to-digest pieces of content’. YouTube has reported a 20-30% increase in views while engagement is at an all time high. This has had a knock-on effect, as users watch more and more content on social media platforms.
Videos have proven to be incredible tools in the arsenal of a marketing team. A well-developed visual presentation of content that utilise effective audio and visual elements is able to attract and effect a host more consumers. It sets the tone for your brand, image and message.
4. Artificial Intelligence (Chatbots)
How long have we waited for Skynet to take over our civilisation? Truth is, it’s happened. Consumers are hooked, spending copious amounts of time on their devices. If it’s not on the internet, it’s almost as if it hasn’t happened. With such a demanding landscape for businesses to thrive on, it pays to focus on artificial intelligence i.e Chatbots.
Chatbots appear on everything from government and banking websites to social media and booking platforms. It’s such an underrated form of communication. It allows businesses to be in the ear of their audience 24/7 365 days a year. Talk about being on the ball.
Most important, chatbots are easily built and tailored to the needs of any business. They allow for a unique experience to be developed by a marketing team. A range of chatbot queries can be simple to aid clear communication, or be in depth to answer every question imaginable. It’s all about what you need.
Be Brave
Trends come and go, but effectiveness is value to be held. We see them as tools, helping us to get a leg up on the competition. Don’t worry if you aren’t up to speed. You have the tools to make a concerted effort to improve your marketing strategy.
So, we can be like they are; and we can also be brave and positive in our execution of marketing trends.
What marketing trends are you looking to embrace? Tell us your story. We’d love to get in touch.
I’m at ian@soar360.com.au.
