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The technology of today is advancing at a blinding pace. The technological progress made over the past decade rivals that of those made over the past 50 years. Is your business prepared for the marketing strategies of the new era? The future of marketing has arrived.
With the rash of updates to online algorithms and new marketing techniques, the year 2020 promises enhanced abilities for marketers—particularly in the digital sphere. Let’s take a closer look at some of these marketing strategies.
Demand Generation Marketing
Demand generation describes marketing strategies that are structured to establish brand awareness and generate interest in a company’s products or services. Demand generation encompasses a number of different methods used in marketing. The hallmark of this trend is creating offers and promotions that get prospects and past customers excited enough to take action. Many forms of digital marketing fit under this category.
The first step in this strategy is to capture the attention of the prospect with an attractive offer. Next, the interest is sparked by highlighting how the offer will benefit the prospective customer. The desire to take advantage of the offer is then cultivated. Finally, there is a clear call to action—usually with a time limitation for participation.
Content marketing is a form of marketing that revolves around the creation and distribution of content online, used to inform and educate a target audience. Businesses use free content to create interest and build rapport among prospects. The reasoning behind this tactic is to give free information in hopes of eventually convert those that consume the content into customers.
Content marketing is more so a brand-building exercise than a promotion or offer. Unlike other forms of marketing, there is no direct sales pitch involved. The consistent release of content places the content creator in the position of an expert in their particular field; this makes prospects comfortable enough to patronize their business. Content can take the form of reports, essays, articles, blogs, images, videos, and even podcasts.
Augmented Reality and Virtual Reality
Augmented reality (AR) and virtual reality (VR) are interactive experiences that have marketing implications. In recent years, AR and VR have become popular marketing technologies. AR is an interactive technology that superimposes computer-generated visuals onto the real-world environment using mobile devices.
VR presents a simulated experience that is totally different from that of the real world. A head-mounted display is worn to completely immerse the viewer into a virtual environment. The headset features two displays that feature stereoscopic 3D graphics.
Social Media Stories
For years, online marketers have been trying to crack the social media marketing code, using everything from trying to socially engage and placing ads, to hiring influencers to promote their products. The latest trend that has taken social media platforms by storm is social media stories.
Originally introduced by Snapchat—a social media app—in October 2013, the feature was later popularized by Instagram. Since that time, the stories theme has spread to Facebook and even the YouTube app.
Stories allow users to capture and post images and video content that is shown at the top of the media feed of their friends and followers. There is even a feature that gives users the ability to create short AR clips. Stories are only available for viewing over a 24-hour period.
Commonly known as individual or one-to-one marketing, personalization marketing is exactly as it sounds. Personalization marketing is personalized to cater to each individual prospect in a direct and personal manner. Businesses utilize collected data to structure individualized messages for previous customers or prospects.
The personalized feel of the messages rapidly builds rapport and establishes a connection to the reader. These messages feel very thoughtful since they are tailored to fit the receiver with data that mentions them by name and has information that interests them specifically.
While every business worth their salt should have a website of their own, the verdict is in, and it shows that it is entirely possible for brands to have an impact and reach your target audience. Using the techniques here, you can take your marketing campaigns to the next level.
If your company is still stuck trying to figure out how to use the digital marketing trends from five years ago and getting mixed results, it is time for you to step into the present. The year 2020 opens the field of the new frontier in marketing, and those that refuse to embrace it will feel the effects of their technological stubbornness.