It is no secret that the way we consume media changes at an incredible rate, and the same goes for marketing. With the development and launch of platforms like Shopify, Venmo, and GoFundMe, online marketing as we know it has changed forever. Here are the top new online marketing trends that will alter the game.
1. Virtual Shopping
The concept of “eCommerce” as we know it has existed for a while now, but the idea of online shopping with a handful of brands available has changed thanks to platforms like Shopify, which allows entrepreneurs to build their very own online stores. With Shopify’s platform, online stores can be fully customized and branded, making it much easier for entrepreneurs to get their feet wet. By removing the need to license and maintain a storefront, Shopify has made brick-and-mortar stores obsolete in many ways and allowed more businesses to operate online.
2. Interactive Storytelling
While many brands have embraced the digital realm and utilized platforms like Snapchat, Instagram, and Facebook to create engaging stories, the concept of “interactive storytelling” started much earlier than 2016. Thanks to innovations like virtual shopping and the rise of TikTok, we are now seeing much more fluid and engaging stories that drive a business’ narrative, attract new customers, and encourage them to take action.
3. Authentic Long-Form Content
In the world of digital marketing, the old adage “form follows function” has never been more relevant. With shorter attention spans driving online traffic and conversions lower, traditional headlines and short-form content no longer cut it. Instead, brands need to look to long-form content for more engagement.
To be clear, not all long-form content is created equal. Simply publishing a long-form version of an article, for example, will not garner the same engagement as a video essay that includes unique insights, advanced analysis, and lots of content.
4. Video Marketing
Thanks to platforms like YouTube and Vimeo that allow for easy video hosting and consumption, video marketing is more important than ever to keep up with. As a matter of fact, HubSpot has predicted that video will overtake text as the go-to form of content for consumers in 2019.
The best news for video marketers is that people are now more readily available to watch. Thanks to platforms like TikTok, where consumers are motivated to spend their time and engage with content, and YouTube, where consumers are likely to stumble across any topic, videos provide a steady flow of potential customers. Additionally, in an age where consumers are more frequently tuning out advertisements, videos allow businesses to remain top-of-mind and develop compelling messages without the use of expensive television ads.
In summary, the development of VR technology combined with the rise of TikTok, mean that video marketing has never been more attractive. If you’re curious about how video can play a role in your marketing strategy, reach out to us today.
5. AI-Powered Content Creation
If you’ve been paying attention to the media sphere, you might have noticed a growing trend toward automated content creation. Thanks to platforms like HubSpot that allow for simple, yet effective, content creation with little to no training, marketers can easily produce and publish high-quality content without the need to hire a crew of writers.
To be clear, the development of artificial intelligence isn’t new. For example, IBM has been experimenting with AI technology since the 1960s and has launched several successful products, like Watson, which is capable of analyzing large sets of data and generating content that is both informative and engaging.
What is new is that businesses can now harness the power of cognitive computing to create content that is both human- and computer-generated, providing a complete 360-degree of content.
6. Authentic Guest Blogging
The concept of “guest blogging” started as way to attract more traffic to a site while developing brand awareness and credibility. Now that the practice has been around for a while, it has evolved into a strategy in its own right, with brands using guest blogging to gain valuable insights into trending topics, innovate with new ideas, and establish thought leadership.
To be clear, not all guest blogging is created equal, so make sure that you seek out engaged bloggers who have a relationship with your target audience. For example, Pat Flynn is one of the most in-demand blogger managers around, so if you’re looking to gain some expertise you can contact him through his website, Smart Passive Income. Alternatively, if you want to engage with a larger audience, you can always look into guest blogging on a well-known platform like Forbes.
If there’s one thing we’ve learned in the last few years, it’s that mobile usage habits are ever-changing, and with good reason. Thanks to devices like the iPhone, which was originally designed for making phone calls and sending text messages but soon evolved into a sophisticated mobile device utilized for browsing, emailing, and doing all sorts of other things, as well as newer devices like the Google Pixel and Apple Watch, which are completely optimized for mobile use.
As a result, the way we consume content has shifted to mobile-first, with users interacting with content via touch screens rather than desktops and laptops. To ensure your content is accessible and easy to use on all mobile devices, make sure that your site is optimized for mobile use and that all copy is easy to skim and digest on a phone screen.