Due to the constant implementation of modern technology in our daily lives, the main requirements to stay ahead of your competitors is to ensure that your techniques emphasise the active relationship between you and your customer.
The best way to do this is to 1) personalise, and 2) attract attention using emotion- whether it is humour or otherwise, leaving a lasting impression on the potential customer is the best way to build their loyalty to you. Here, I’ll discuss the upcoming trends that will enable you to stay ahead of your competitors.
1. Augmented reality
AR first made its entrance in our daily lives at the start of 2015 with the introduction of Snapchat’s Lenses (better known as filters). As the trend of IRL filters has gained more and more popularity, one slightly different example of popular AR apps is Pokémon Go, where location-based marketing also played a huge role.
Now AR is used by major companies such as IKEA and Amazon to allow customers to imagine how their products could look in their own home. Studies have shown that around 40% would be more willing to spend purchase products if they could experience it first. Another example is L’Oréal’s use of the YouCam app to see how their products would look on them, which is similar to the Snapchat filter idea.
2. Artificial intelligence
Chatbots are becoming increasingly popular on many businesses’ websites, and the benefits speak for themselves. Not only do they provide greater levels of customer satisfaction, they also reduce the risk of human error and incorrect information given. They are available 24/7 and reply promptly – allowing customers to ask questions and complete sales at literally any time of day. They also end up cutting costs – the cost of having one built can be anywhere from 2k to 10k, depending on the overall requirements of the company.
Another, more cutting-edge example of this is Domino’s AI that assists customers with ordering pizza via their own Amazon Alexa. It works Alexa hears the words: “Alexa, ask Domino’s to feed me”, after which it connects to Domino’s own AI personality Dom, who will then respond to their order with the brand’s trademark humour. Not only does this save significant time for customers, it also shows off the company’s ability to adapt and get ahead in the ever-changing world of tech.
Take a look:
3. Video marketing
With costs decreasing for high-level film equipment, creating high-quality videos that users are likely to share is easier. Using humour or emotion attracts attention from broader audiences, allowing companies to cast a wider net and find potential customers from the general population instead of a smaller niche.
Another fairly popular way of interacting with existing and potential audiences is to use live streams when answering FAQs, behind the scenes time-lapse when to build momentum and spark interest for a new campaign, as well as giving 360° to give insight into what goes into bringing customers their favourite products.
Check it out here:
4. User-generated content
Building on the tried and tested technique of displaying statistics or even positive reviews from customers who have enjoyed a product, another way of gaining the attention of potential customers is to build on existing social media posts from social media users who are already customers. This doesn’t just include Instagram and Facebook; Snapchat and YouTube are also increasingly monumental in building a fanbase.
Not only does this expose their posts and feed, but it also results in higher brand engagement by showing that your brand genuinely cares about its existing customers and how your products or services have impacted their lives. Another benefit to this is that studies have shown that potentials are more likely to believe user-generated content than sponsored content- for obvious reasons.
Take a look at our Social Media Account Manager talking about the benefits of YouTube here:
5. Automated Emails
Automated emails are sent out when the customer reaches a certain requirement. The most common example is the welcome email a customer would get when they sign up to a website, or register a rewards card, along with an additional discount or special offer. They are also used if a customer hasn’t used their card recently, at which point they are given an incentive to purchase products. Used properly, these can encourage customers loyalty.
They are also fairly easy to set up. All you have to do is create the email itself, and as customers meet the defined requirements, they receive the email. The email system works- marketers who use automation to their advantage have seen better response rates, deeper relationships with customers, and higher levels of brand recognition.
Keeping up with digital trends are going to be crucial to the survival of any business moving forward, and it is not too late to start your journey today!