Anticipating Upcoming Marketing Trends

by | Oct 3, 2022 | Business

The idea of trend forecasting might seem like something out of a Silicon Valley fantasy, but the reality is much more accessible. In fact, the ability to predict upcoming trends is something of a superpower these days, especially when it comes to marketing.

There’s no denying how fast our world is developing. With every aspect of our lives advancing at a rapid velocity, it makes sense that the marketing industry is doing the same. As the force that shapes many human habits, interests, and investments, marketing not only changes with the times, but it also changes the times. This means that in order to be truly good at marketing your brand, business, or idea, the marketing must be one step ahead of everyone else.

Predicting or anticipating upcoming marketing trends may seem intimidating at first, but in reality it is something that many business owners or marketing managers can learn to do. If you are looking to grow your business or make waves in your industry, it is time to put away your crystal ball and start using marketing methods that actually work.

Refocusing on the Customer

One marketing trend trend (no, that’s not a typo) that can lead your search for innovation is refocusing on the customer. Though the specific methods will continue to develop, overall marketing trends are appearing to better serve the customer than ever before. This means no more blogs with awkward SEO keywords and subpar content to trick the search engines. Instead, customer-focused, high-quality content is king.

Frankly, this shift makes a lot of sense. Tech companies from Google to Facebook feel confident that they have focused on development enough to pivot back to the customer. Rather than mainly creating algorithms for computers, these companies are creating algorithms that benefit users. It’s only natural, then, that marketing does the same.

Omnichannel Marketing

Though it was once considered an interesting “extra” feature, using social media to advertise has become mandatory. Most successful companies connect with their users directly on platforms like Facebook, Instagram, and even TikTok. By bringing this accessibility directly to the customers, businesses can create real relationships with the people who use their products and services. However, even this is not enough anymore.

There is often a disconnect between different marketing outlets. You may interact with a customer on Instagram who posted an aesthetically pleasing picture of your product, but who bashed your company on Twitter just moments before. In many situations, the two conversations are kept separate as social media managers miss the connection between the two platforms. With omnichannel marketing platforms, you can monitor your social media across all platforms in one place. This makes it easier for comments, posts, likes, and other actions to be conducive to a unified brand.

Interactive Content

For many years, the marker of a good marketing campaign was simply a rise in profits. Now, there are many more indicators that your marketing methods are working well. Interaction levels are not only an indication of your success, they also show the various platform algorithms that users are interested in your content. This causes them to show your content to more users, and your popularity (and business) only snowballs from there. Though this is a more roundabout way of getting to a rise in profits, it is crucial in the modern marketing landscape.

Adding things like polls, surveys, and other interactive media on your website and social media sites makes users feel important. Most people are ready and willing to share what they think about most anything, so giving them an easy way to do that helps your marketing efforts and helps you connect with your audience simultaneously.

If you can create these interactive features using AI (artificial intelligence), all the better. Virtual events with interactive elements have become wildly popular since the coronavirus pandemic began, first out of necessity but now out of sheer enjoyment. If you can create virtual events for your brand that include interactive features, you’ve struck marketing gold.

Sophisticated Targeting

We are in an era of individualism, which means that generic, broad-scope marketing isn’t going to cut it. In order to really get ahead of the curve, you need to continue to identify new ultra-specific marketing audiences and tailor your campaigns specifically to them. Knowing general qualities of your audience such as gender, race, and age is no longer sufficient to create powerful marketing campaigns.

Instead, begin to look at audience traits such as their habits, choices, interests, opinions, and geographic locations, in addition to the basic qualities listed above. This helps you to home in on a very specific population that is more likely to need or want your products or services.

Create Business Values

For audiences to connect with a brand on a broad scale, the brand must have a personality. Consumers make a lot of their decisions based on the ethics and mindset of the companies that they buy from, and they have the freedom to do that. With the plethora of options available in every industry, consumers can be picky about where they spend their money.

Make sure that you highlight your business’s values, practices, beliefs, and methods so that you are pulling in consumers who support those aspects of your business. This makes your overall brand feel more well rounded and authentic.

Becoming socially and politically aware as a company is a great way to achieve this goal. Whereas certain topics used to be taboo, many customers want the brands that they support to have an opinion about hot button issues. Though you may repel a small percentage of people with your strong opinions, you will attract far more.

Get Help from Better Content Matters

Not everyone can, or wants to, predict trends. If Gen Z has taught the rest of us anything, it’s that you need to work smarter, not harder…and definitely not after 5 pm. If trend forecasting is the thing pushing you over the edge into burnout, frustration, and excessive overtime, it’s time to delegate the task. There are so many good marketing teams that can help you identify and implement upcoming marketing trends.

Our team is here to create content that satisfies current marketing trends while simultaneously appealing to both humans and algorithms. The mixture of good content, intentional SEO, and current marketing methods produces incredible results that will create ongoing growth for your company. When you’re ready to take that step, we’re here to help.

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Gabby Vandenavond