Digital marketing is the wave of the future. Many millennials are creating brand awareness online, and there’s no reason African women shouldn’t capitalize on this trend in our journey towards becoming industry leaders and entrepreneurs.
If you’re a techie, then this post isn’t for you. But if you’re a newbie looking to stay ahead of the curve, then these 5 trends are right up your alley.
Mobile in motion
We use these devices to chat, search for deals, get directions, and read our favorite blogs. In 10 countries, including the US and Japan, Google found most searches take place on mobile devices. So, you see going mobile is the future.
Many brands are making their webpages more mobile-friendly to accommodate the growing use of hand-held devices. Mobile payment technologies such as PayPal, ApplePay, or Google Wallet are making it easier than ever to purchase items online.
Paid social media marketing
We’ve all seen the word “sponsored” with a post directly under it or adverts on the right side of the Facebook homepage. Paid social media marketing simply means paying a social media company to advertise your web content on its platform.
The goal for many brands is to create a “conversion funnel,” a series of desired steps that converts a visitor to a loyal customer. The process works like this: social sharing of web content –> exposure of brand to online user –> online user visits website –> user becomes potential customer –> user converts to customer –> brand loyalty established.
Paid social media is not limited to big corporations only. Smaller firms are reaping the benefits as well. Paid social media allows brands to reach their defined target audience.
Brand humanization
Many brands are beginning to understand that connecting to their target audience on an emotional level is more likely to generate leads. No one wants to be seen as just another number, and customers love to feel valued. Brands are finding creative ways to demonstrate their personality by engaging with customers via company blogs, YouTube, Twitter and Instagram.
Many YouTube vloggers for example, have achieved financial success and a host of other opportunities because of their engagement with their audience.
According to the Direct Marketing Association, 76% of online customers will share personal information with a brand they trust if they believe it will upgrade their experience and interaction.
In summary, a humanized branding strategy is the way to go.
Video advertising
Video advertising is on the rise on desktop and mobile devices. According to Business Insider, “video ad revenue will increase at a three-year compound annual growth rate (CAGR) of 19.5% through 2016.” Even Facebook and Twitter have gotten in on the video ad action, letting brands reach customers through ads.
Companies understand that people using mobile devices are usually on the go, so the length of a video ad can’t overshoot the 30 seconds mark. However, on a desktop, since the user is stationery it is assumed that they have more time to view lengthier video ads.
Ephemeral marketing
Social media platforms such as Snapchat, which allows you to put on posts for a few seconds before it vanishes, encourages users to pay attention to the message presented to them.
Companies are using ephemeral marketing to post exclusive offers such as coupons and promotions. In a recent poll conducted by marketing company Sumpto, over 50% of college students indicated that they would purchase a product or service from a brand that sent them a coupon through Snapchat.
Many brands believe that it will provoke an immediate response on the part of the audience to take a call to action. A call to action (CTA) in marketing refers to brands motivating their audience to take an immediate desired action upon request.
For example, “click here” or “Buy Now” buttons incite an urgent response on the part of the audience.
There is a significant level of excitement about ephemeral marketing, and companies are tapping into it to engage with customers.
Which trend are you looking to follow? Which won’t live up to its hype? Tell me below.
Accelerated Mobile Pages are definitely worth watching.
I’ve been reading the marketing articles on She Leads Africa because I’m thinking of pursuing a career in this sector. I wanted to get an idea on what’s going on in the sector lately.
Websites are becoming more mobile friendly. I was shopping online on my mobile phone on a haircare website and was so surprised at how easy it was for me to use.