As technology platforms and consumer expectations simultaneously drive forward at blazing speed, businesses need to stay updated about emerging digital advertising trends. Here are three things I see coming at you:
Ignore voice and mobile platforms at your own peril
For the first few years, Amazon's Alexa was the laughing stock of tech. Not anymore. According to research done by ComScore, 50% of all searches will be completed using voice, and Gartner asserts that 30% will be done without even a screen present. Moreover, the voice technology industry is expected to expand by over 200 percent in the coming years, and the 2022 projection for voice commerce sales is at $40 billion in the U.S. alone.
Mobile platforms remain popular. In 2018, Google revealed that 64% of paid Google search clicks originated from mobile devices. For brands looking to intercept customers at the right time, investing in mobile and voice search optimization and advertising campaigns will be vital.
Use the right social media platforms for your company
Too many brands still treat social media as if platforms are interchangeable. First, it's important to think about the restrictions of each platform – for example, Twitter will lend itself more to soundbites, while Facebook may permit brands with a little more space to post long-form content and videos.
Second, think about the demographics of the social media that you use. 80% of Pinterest users are younger women, which means it's a great social media platform for targeting female demographics. In a similar vein, 72% of teens use Instagram, while only 33 percent of adults between the ages of 30 and 49 use the platform.
The point here is that it's just as important to use the right social media platforms to market your products or services as it is to use social media platforms in general.
The comedic Twitter accounts of mega-corporations such as Wendy's may have generated some laughter, but whether or not that laughter is actually translating into sales or not is questionable. According to a survey by the Harvard Business Review, trust in businesses is at an all-time low – 64 percent of individuals said that CEOs are not credible, and barely half of the individuals surveyed reported trusting businesses. Medium-sized and big businesses draw the short stick here, garnering the trust of well under half of the general population.
Having CEOs and everyday employees feature in livestreams, Twitter feeds, and Instagram/Snapchat/Facebook stories are all great ways to promote a company's honesty. By using the transparency of social media to your advantage, you can make your brand relatable and trustworthy to consumers.
At flourish, we specialize in helping businesses clarify their brand purpose with authentic storytelling and digital marketing campaigns optimized for success. To learn more about what flourish can do for you, click here.