The changing landscape of the internet and social media websites has caused huge changes in online marketing strategy. Companies are seeking ways to promote their brand and push for engagement with their audience.
Having an engaged audience is extremely beneficial across online platforms, as it can increase your visibility and reach substantially. The content-sharing, multi-media nature of websites today are allowing for a new marketing value to be derived from online presence.
Brands are trying new techniques and tactics to expand their reach and optimise their online marketing content. Here are five online marketing trends that are taking off in 2018!
This is perhaps the most widespread online marketing trend. Having more content encourages engagement, which can increase your brand visibility and reach. When consumers like your product on a social media platform, you have the potential to be reaching their friends and followers as well.
Putting content on the web gives consumers something to be engaged by, and brands aren’t just focusing on advertising content anymore. Diversifying and becoming more media-like is happening across board, with many brands operating as media companies and releasing podcasts and magazines.
Having a media outlet is beneficial for increasing brand awareness and marketing channels. However, you should have confidence that you can execute it well, or you may face backlash or end up pushing consumers away instead of engaging them.
Consumers are prioritising authenticity and personality, and brands are following suit. Showing an authentic image to the consumer requires having an image, purpose, and personality which is evident from their marketing content and products.
As more brands get on social media and create pages for their content, having a likeable online persona can help to increase engagement. From funny Twitter tweets to sassy Facebook replies, brand personality is keeping consumers interested.
The interactive nature of social media platforms and modern websites is encouraging community and communication amongst individuals. By creating a community that is based on your brand, you are encouraging those with a shared interest in your product to connect and engage.
Being a part of brand communities can create a sense of belonging and increase emotional engagement. This can help in establishing a meaningful connection between your brand and your consumers. Such a connection will cause your market to look upon your brand more favourably and help establish a long-term brand-consumer relationship.
Targeting Gen Z
Move over, millennials – Gen Z is emerging and becoming a viable market for brands to target. Those born in the 2000s and late 90s are growing up and spending more.
With a new generation comes a new mindset and new habits. Gen Z is comprised of people who spend huge amounts of time online, reading and watching content. Successes have been won from focusing on the Gen Z market.
Changing advertising content
Rather than pushing for brand promotion and advertising specific products, advertisers are recognising that people consuming their content aren’t always acquainted with the type of product they offer.
Because of this, there is a shift from product-focused advertising to informative content aimed at a broader audience. The latter provides value to those who aren’t familiar with your product type and encourages them to engage with your brand.