In times like these, keeping up-to-date with technology and marketing innovation trends can feel like trying to grab onto a rollercoaster – it’s overwhelming, fast and hard to find your grip.
But it doesn’t have to be. Even though it can feel like your peers are changing the game everywhere you look, it all comes down to applying these marketing innovations in a practical, tactical way that works for your particular needs. There are plenty of simple steps you can take to implement these techniques without getting in over your head.
We’ve rounded up a few top tools that have already taken off this year and will only continue to expand more and more. Hopefully this will help you begin implementing them in bite-sized ways that work for you!
1. Artificial intelligence
You don’t have to be an expert analyst to know that AI is far from just a passing trend – it’s the future of everything. While it can feel overwhelming knowing that some companies use AI to replace entire departments*, it’s much more common to take small steps. Even the smallest implementation can have a huge impact on your efficiency.
Here are just a few ways AI can enhance your workplace:
- AI can save you time by taking care of menial tasks like scheduling, tracking time and simple project planning.
- It can also be a huge resource when it comes to attracting qualified candidates. Not only can AI help you find the right people, it can schedule your interviews, identify inclusion issues and write more enticing job descriptions.
- Lastly, AI can be a gamechanger when it comes to managing analytics and measuring success in every department.
*For the record: don’t worry! While a few companies may be relying on AI to replace certain jobs, recent studies are showing that AI is actually creating many more jobs than it’s destroying.
2. Optimize for voice search
With Alexa and Siri serving as universal personal assistants, it makes sense that businesses would be integrating voice search into their marketing campaigns. This is a marketing innovation trend you won’t want to ignore.
According to Single Grain’s Beginner’s Guide to Voice Search SEO, 50 percent of all searches will be voice searches by the year 2020 and 20 percent of mobile queries on Google are currently voice searches. And as mobile only continues to evolve, so will voice search.
In this case, having the number one search result position is more important than ever. This is because users most likely won’t see the second or third results. Here are some quick tips for optimizing your marketing strategies, web content and UX for voice search:
- Offer plenty of content on your site that pertains to the top user searches
- Focus on long-tail keywords
- Make sure your website is completely mobile-friendly
- Think in terms of FAQs and how your words can be specifically tailored to those questions
For more tips, check out this helpful article from Single Grain: https://www.singlegrain.com/seo/5-steps-to-optimize-your-content-for-voice-search/
3. Personalized content
This marketing innovation is key in attracting engaged customers who will remain loyal to your brand. Polls, geolocation and landing pages can be helpful methods of gathering information about your audience. You can then use that information to help you develop personalized content that will get them to convert the way you want them to.
Brands like Spotify, Glossier and Coca-Cola are prime examples of the power of personalization in action. What it really comes down to is understanding your consumer on an intimate level that gives you insight into their habits, needs and interests.
The best part? The sky’s the limit when it comes to how much fun you can have with personalized content, and it’s super easy to get started.
4. Video marketing
A picture may be worth a thousand words, but experts say a minute of video is worth 1.8 million words. So if you’re wondering how to expand your marketing budget in a fun way that engages customers with your brand’s purpose and makes them want to stick around – this marketing innovation trend will do the trick!
Video marketing is often put on the backburner of companies’ marketing budgets because it can feel very overwhelming and time-consuming. Rest assured, it’s not as hard as it sounds. You don’t have to be an expert videographer to put together a great piece of content.
That’s not to say that it won’t take diligent effort, research and creativity. But with the right video marketing plan in place, you can expect more click-throughs, higher conversion rates and faster revenue growth.
According to a report by Social Media Today, chatbots are expected to save businesses $8 billion within the next five years.
As with AI, many people are concerned chatbots will eliminate jobs – but the opposite is true in this case as well. A Business 2 Community article on chatbots compares the phenomenon to the advent of ATMs, which ended up creating more jobs and improving the quality of work done.
Chatbots can exist anywhere on your website or social media platforms. You have the power to design them to take on different types of tasks depending on how you’re hoping to connect with your audience – meaning you’re not limited to customer service.
Whole Foods, for instance, is one of many brands that has leveraged this marketing innovation trend to connect with their audience on a more personal, fun level by offering recipe suggestions via Facebook Messenger.
In general, you can expect more productivity, less internal inefficiencies and more empowered employees by properly utilizing chatbots. For a step-by-step plan to getting started with your first chatbot, check out this Complete Guide to Chatbots by Sprout Social.
6. Omnichannel marketing
By now, multichannel marketing is mandatory. A brand’s survival is largely dependent on their ability to connect with a variety of customers on a variety of platforms. Being accessible to your customer wherever they are is key.
But a multichannel strategy is only half the journey. Only an omnichannel strategy will allow your customer’s experience to be as fluid as it needs to be in order to encourage their loyalty. Your job is to make it easy for them to switch seamlessly between channels (e.g. desktop to mobile) and use those channels simultaneously (e.g. browsing through your brick-and-mortar store while looking at your mobile app/website at the same time).
Here are some best practices to keep in mind when it comes to omnichannel marketing, courtesy of NG Data:
- Segment your audience
- Make careful note of each platform your audience is using to engage with your content
- Make sure customers can shop directly from your social media platforms
- Get all departments on board with the omnichannel approach
- Pay attention to what your audience is saying on all channels, and be sure to respond
Sometimes letting someone else take the reins of your marketing plans is the best call. We’re happy to help.