Tuesday, 1 November 2016

Effective Marketing Should Be Authentic and Story-Driven

A large number of small businesses rely heavily on marketing strategies to retain current customers and attract new ones. However, the digital realm, including social media, is changing rapidly, and marketers must adapt their strategies quickly if they want to continue to reach their customers. The Content Marketing Institute (CMI) named story-driven content, video, native advertising and influencer advertising as some of the top upcoming marketing trends to watch in 2017. So along the line, here are some things marketing experts have to tell on the trends for digital marketing in the coming year.
Story-driven content: On this line, heartwarming and captivating stories help connect consumers to a specific product or service. The major goal of story-driven content is to tap into consumers' emotions and make them feel something remarkable toward your brand. This strategy is particularly relevant to the millennial generation, which happens to be the largest target consumer demographic right now, according to Pew Research Center, Strategic communication expert Supriya Venkatesan said stories are a major part of the future of marketing. "The most effective content will be story-driven and match millennial values of doing social good — which is a relatively modern marketing trend," she said. " Okay... while that is noted, platforms like Upworthy and campaigns like Dove Beauty are a huge success because they recognize that millennials crave authentic transparency and goodness." But in any case, a company's reputation can be jeopardized quickly if it relays the wrong value or message to its customers. For example, Kirsten Clodfelter, co-founder of Rise Marketing, cited a 2014 incident when DiGiorno accidentally used a domestic violence hashtag to sell pizza. "One thing beyond doubt is that, businesses need to challenge themselves with really thinking about how to meaningfully engage using different social media channels in a way that's more significant than just using the latest hashtag or putting emojis in their post," she added.
Video content: An Author and a copywriter Brit McGinnis believes the future of marketing is to be all about customization and understanding the complexities of a company's audience. "Everything will be customized to find smaller numbers of more devoted customers," she said in a statement. This means methodologies will require less empirical analysis and more qualitative understanding of targeted consumers. One major way to capture an audience, for example, is to create video content. According to HubSpot, videos often drive higher audience engagement online than other types of content, such as text and photos. "And right now, video marketing is a critical tool for businesses, whether you're looking at creating short, shareable content for social media or thinking about something more targeted, like recruitment strategy," Clodfelter said. She in addition said that videos should also serve a culturally relevant purpose.
Native advertising: In this present world, native advertising is a unique type of marketing that matches the tone of the platform on which it appears. So far many enterprises are investing in the native promotion of their content, CMI said. "The concept of native advertising in the internet sphere is only a few years old, so it's going through many iterations — from simple blog-type posts, to video content, to promoted tweets and posts on all the major social media platforms," Venkatesan explained. "Furthermore, the future of native advertising is similar to the future of content marketing — it needs to be visually driven and compelling enough to grab the attention span of the modern consumer, which is getting shorter and shorter." Let now say for example, websites and online publications like BuzzFeed and The Atlantic utilize native advertising amid nonsponsored content on their websites.
Influencer marketing: To start with here, influencer marketing uses specific people, typically those with audiences numbering in the thousands or even millions, to sell products on social media. "Influencer marketing is absolutely the future, because it monetizes the trust of consumers," McGinnis said. This method of marketing has a high return on investment, with advertisers seeing an average of $6.85 in earned media for every $1.00 spent on influencer marketing programs, according to a 2014 AdWeek report. In the same sense to native advertising, ads using influencers can be disguised easily. Nonetheless, they can also be marked as sponsored content on social networking platforms. As with more traditional advertising, some companies have even recruited celebrities to promote their brands, products and services. However, businesses should be careful to choose an influencer who aligns well with their brand and values, Venkatesan said. "Social media stars will continue to rise, and their celebrity status will be used to promote products," Venkatesan said. " But now, many of these stars can't simply be bought and want to have a relationship with the brand. So again, story and matching of values need to occur." Regardless of which areas of focus marketers pursue, experts agree that businesses need to be prepared to adapt to new trends and be on the lookout for new ones. "As for me, I think marketing has already begun to change and will continue to, because with new technologies and ideas, lines continue to be blurred," said Geneva Gamblin, a record-label publicity assistant. "We're always looking to the next thing, and I believe that marketers need to feel the same." Geneva Gamblin said in addition. Thanks......

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