Top 5 Trends for the Future of Marketing
Trends for the future of marketing are prioritizing meeting customers where they are – primarily on their phones – and embracing innovative technologies, such as non-fungible tokens.
Speakers at HubSpot’s 2022 Inbound User Conference in Boston highlighted key strategies and technologies they believe will shape the future of marketing. As strategies such as conversational marketing and social media optimization have become more popular, they emphasize marketers’ goals of connecting communities and systems that have become disconnected throughout the pandemic. of COVID-19.
Discover five trends that will affect the future of marketing.
1. Conversational Marketing
People carry their phones everywhere, so the easiest place for marketers to find them is on mobile, whether through messaging or other mobile apps.
The session “Conversational marketing: is this the end of mobile applications?” explored conversational marketing, a practice that prioritizes one-on-one conversations with customers to enable greater personalization of customer interactions.
Griffin LaFleur, senior director of marketing operations at Swing Education, said his conversational marketing channel of choice is live chat because it can easily facilitate a two-way flow of communication. This type of communication helps customers feel a human-to-human connection, which LaFleur said he finds difficult in the traditional one-to-many marketing approach.
“If you’re selling to different characters and you know a certain character is coming…you’re providing a different experience — an experience that’s more tailored and tailored to them,” LaFleur said in an interview. “So when we’re thinking about how we’re going to continue to excel in marketing, we’re embracing other channels.”
To get started with a conversational marketing strategy, marketers can choose a simple use case, like loyalty program communications or newsletters, to see how customers respond. If successful, marketers can dip their toes into more use cases and channels, including social media.
2. Social media optimization
If people aren’t texting on their phones, they’re probably scrolling, searching, and interacting with social media platforms. Still, the way people search organically has started to change, LaFleur said, so marketing teams should start optimizing social media content as much as they focus on search engine optimization ( SEO) for other content.
Social media offers real-time insights, results, and community building, which has led audiences to expect and desire more personal relationships with brands.
“There is an attachment to brands for a lot of people. … We can post things that appeal to potential customers and current customers, but for brands like ours, social media should be the heart of your culture,” said said Lauren Wiggins, a corporate communications manager in the steel industry, in an interview. “You should be able to showcase your culture and really use social media to connect people.”
SEO can help marketers create content that people can easily find, but it can’t build communities. This trait and its emotional connections are unique to social media, and these communities are the foundation of online culture, said Kudzi Chikumbu, TikTok’s global head of creator marketing, during the session “What We Owe to Creators of culture”. If marketers invest more time in social media, they are more likely to connect with these communities and keep up to date online. tendencies.
3. Emotional Connections
Whether people are scrolling through Twitter or watching TV, ads interrupt their experiences. This strategy is so common that many people have learned to filter them out over time. Now, customers want more personalized experiences and to feel connected to the brands they interact with.
The “Ignite Your Brand With Empowerment Over Interruptions” session highlighted the power of emotional connections and how empowering and creating personal connections with customers can lead to better results.
Marketers like Wiggins, who primarily interact with customers through social media, can meaningfully engage with them using empathy, especially if the customer is unhappy. Wiggins said customers frequently complain on social media and they are often the person to respond. In the responses, Wiggins apologized, showed empathy and aimed to correct the problem, which often received positive responses from customers.
Lauren WigginsCorporate communication manager
“At the heart of it all is just being human and [having] empathy,” Wiggins said. “If you’re a marketer and you don’t have those things, if you don’t prioritize those things, then you’re wrong.”
To facilitate these emotional connections, marketers must also build trust with customers. Trust requires transparency, which means open dialogue with customers about potential challenges and respect for brand values. Trust also requires consistency across channels and over time, which means all content and campaigns must align with core brand values.
4. Hybrid experience
The effects of the COVID-19 pandemic have forced most experiences to support both physical and digital elements.
The conversational marketing session highlighted the importance of connecting in-person and digital brand experiences to stay consistent and authentic with customers. Yet marketers like LaFleur are wondering how to digitally capture in-person event engagement and ensure customers who receive physical mail can still access company websites.
“[Make] make sure you look at your overall marketing strategies and how you can combine offline experiences with online experiences,” LaFleur said. “But also make sure you can capture digital data from offline experiences as well.
Brands don’t just compete with competitors; they also compete with themselves. If customers value their online experiences with a brand more than in-person experiences, this inconsistency can negatively affect their perception of the brand. However, if people can easily search for a product on a brand website, find the product’s location in-store, and buy it that day in person, they’ll likely feel more connected to the brand because they have some ownership over their experiences.
As Web3 remains on the horizon, marketers can start learning more about it and its features to prepare their strategies for the future, which may include non-fungible tokens (NFTs).
The “What’s Next: Connecting the Dots in Web3” session helped attendees understand what differentiates Web3 from its predecessors and the ways brands can connect with customers in this new era of the web.
NFTs, for example, can open the door to Web3 for the general public. Also, since NFTs are still in their infancy, people who own them can easily create tight-knit communities. If marketers and brands help build and sustain these groups over time, they can build customer loyalty while working on their Web3 strategies.
However, Web3 and the metaverse are not areas that many marketers are currently focusing on as this new era continues to develop.
“I think everyone has their own idea of what it would become or what it could become,” LaFleur said. “But how do you build, how do you get there, and how do you trade funds? It continues to grow.”