13 new marketing trends to capture new business opportunities in all directions!
Micro-moments, also known as key decision points , and inseparable from micro-moments are the popularization of mobile devices (action moments). When all the intractable diseases can be searched by mobile phones anytime and anywhere, users pay more attention to getting answers and solutions quickly. In just a few seconds, can you meet the needs of users at different stages?
Pinterest CEO Ben Silbermann once said: "The main search method in the future will be from keywords to images." Visual search is similar to the image search mentioned in previous years, but it is more advanced. Take Pinterest and Taobao as examples. Through visual search, users can get relevant purchase information more quickly. It is more convenient and intuitive than only showing similar images in image search results.
Some people will say that this is a repetition of the same old tune. If nothing else, let's just look at the data:
- 70% of consumers said they have shared videos from at least one brand
- 72% of companies said that the film increased the conversion rate
- 52% of consumers said that watching product videos will make them more confident about online purchasing decisions
- 65% of business executives visit the company’s website, and 39% of business executives will call the supplier directly after watching the video
Whether your target audience is businesses or general consumers, videos are more convincing than text.
And now the search results (SERP) are more integrated video and text content presentation, so videos on Youtube, social media and websites should also pay attention to SEO!
4. Voice Search & Smart Speakers (Voice Search & Smart Speakers)
- By 2020, 50% of search methods will be voice search
- 20% of map queries on Google are voice searches
- 25% of Bing searches are voice searches
In 2018, we mentioned voice search but did not pay attention to smart assistants (Siri, Alexa, Google Assistant, etc.). Now that users are lazy even typing, colloquial searching through smart assistants will gradually become the best choice for people to search. Therefore, in 2019, in order to have a better user experience, please also pay attention to "Semantic (Spoken) Search".
5. Native Advertising/Responsive Advertising (Native Advertising)
In order to prevent advertisements from affecting reading, some users will choose to install advertisement blockers, so that advertisements cannot be effectively delivered, which is bothersome and costly. Responsive ads are like the Transformers of the advertising industry. Ads are placed on the principle of not destroying the page layout, and they can be perfectly integrated wherever they are placed. The essence of native advertising is content marketing, so it does not look like advertisements, but more like general content, making it easier for people to click, read and convert.
Programmatic advertising can also be called Auto Ads. Programmatic advertising is automated using AI. Through the advertising backend system, the computer will automatically purchase the appropriate space, while constantly adjusting the advertising price and real-time monitoring. The emergence of programmatic advertising will bring changes to the marketing world. With the aid of automation, advertising can be delivered more accurately and instantly. Compared with manual advertising, it may achieve a higher CP value.
When it comes to AI, I believe that most people seem to understand but not understand. In fact, artificial intelligence means collecting and learning people's behavior data. Therefore, many repetitive and simple tasks may be replaced by AI in the future. The AI mentioned here is a powerful tool to assist us in analyzing consumer behavior and search patterns, such as programmatic advertising and chatbots, which also use the concept of AI.
8. User Feedback＞Brand Influence (User Feedback>Brand)
In the past, brand influence can influence purchases, but now, user feedback has a key influence on users. Google comments, Facebook ratings or PTT comments, actual experience on Youtube, etc. We are very used to searching for unfamiliar stores and brands, and checking other people’s feedback. After all, no one will say bad things about ourselves, but by others. Good things spoken are more credible.
9. Personalization (Personalization)
Personalization is also the focus of marketing that is often mentioned in recent years. When users pay more and more attention to a good experience, personalized marketing is generated. Making websites or online services more customized and flexible is the most basic personalization, and more advanced ones make customers feel that they are unique. For example, after applying for membership, Netflix will ask you to choose a movie you might like, and then in the introduction of each movie, there will be a percentage that suits you.
10. Limited time dynamics (Social Media Stories)
After Instagram launched a limited-time feed, Facebook also began to have this limited-time story that only existed for 24 hours. "Limited time" and "Dynamic" capture the two things that people are most concerned about, "Time" and "Audio-visual". The advertisements in the limited-time dynamic are not advertising at all, but are more approachable and can moderately capture a " "Once you miss it, you lose it." This is more flexible and creative space for marketing.
Just by looking at the number of subscriptions of several well-known Youtubers in Taiwan, they are all up to one or two million, you can know their influence, which may be higher than the reach rate of TV and print ads. And these influencers also have a group of loyal followers. When these influencers can advertise and recommend brands or products, in addition to their original influence, through the actual experience of the video, they can also be closer to the hearts of users. .
No matter when and where, chat bots can effectively maintain customer relationships for you. It is estimated that by 2020, 80% of enterprises will use chatbots, and by 2022, it is expected to save enterprises up to US$8 billion in expenditures. More importantly, the chatbots react instantly, can accurately review and never lose patience. Some normal problems can be handled by them!
13. Social Messaging Apps (Social Messaging Apps)
The community, which is different from chatbots, is automatically promoted, and it is a program that can actively send messages to customers. Appropriately send messages to users to remind them of your existence, or through giving discounts and special notices, to let users feel their importance, which is also a way to promote personalized services.
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