Given the rapid pace of technological development, it can be difficult to precisely predict the next best marketing innovation. But what is more foreseeable is the growing sophistication of some pretty amazing tools on the rise now. Businesses that stay ahead of the curve will gain a step on the competition.
It can be difficult for small and medium-sized businesses to keep up with strategies used by large corporations. The big brands seem to have the resources to always stay on the cutting edge. However, the rise of marketing agencies focused on helping SMBs keep pace is promising.
Every business, no matter how large or small, needs to spot trends and embrace the next generation of marketing tools. Here are some emerging ones brands should keep their eye on.
AI and Automation Level the Field
The potential uses of AI and automation in marketing are growing at a fast clip. Even better, both are becoming increasingly accessible. That is leveling the field among competitors of all sizes and tenures.
Take small business marketing automation, for example. It can tackle website and content analytics, monitor hits in granular detail, and even track results of offline marketing efforts. That means businesses know what’s working, what needs fixing, and where to put their limited resources.
AI is particularly useful in the customer service sphere. SMBs that can’t afford to field massive CX teams can use AI to handle the heavy lifting. And customers, who have become accustomed to features like responsive and intuitive chatbots, are more satisfied than ever. Of course, that bodes well for brand success.
The now-ubiquitous nature of AI and automation makes them more accessible and more affordable. In the right hands they can be instrumental in achieving ambitious goals. These aren’t the wave of the future but rather, the here and now.
Commerce Media Provides Personalization at Scale
The direct mail industry figured out a long time ago that response rates rise with letters personalized with the recipient’s name. The reason for that is academic. People prefer the appearance of not being treated as a member of the masses, even if they really are.
Scaling a bulk mailing with basic name personalization wasn’t difficult, even in the last century. But scaling ads and appeals in digital spaces is a horse of a different color. Or at least it was before the advent of commerce media.
The secret to the personalization of commerce media lies in first-party data. Businesses that gather and leverage that information can put ads in front of eyes that focus on the consumer, not the brand. The fact that commerce media is uniquely relevant to the browser and offers transactions at a click is its magic.
Regardless of the platform or browser, consumers are going to see something that appeals to them. Plus, brands are delivering the content with the consumer’s permission, eliminating privacy issues. That provides a strong impetus to buy a brand no matter where they are in the sales funnel.
Short-Form Video Plays the Long Game
Businesses have long relied on their website and social media content to up their marketing game. Many businesses have established accounts on popular platforms like Facebook, X, and LinkedIn, which is great. However, they may be missing the boat without moving to more video-centric channels.
For example, statistics show that about eight out of every 10 adults in the U.S. use YouTube and nearly half use Instagram. The secret to the rise of these channels is video. Video feels more interactive, engaging, and is far more memorable than static posts and pretty photos.
Businesses need to expand their social media and website savvy to include short-form video into their marketing strategies. That’s what’s grabbing viewers’ attention these days as they doom scroll through everything else. Plus, those videos need to be high-quality, entertaining, informative, and relevant.
People are visual beings. As more businesses figure out that they need to engage on social media and up their website game, they need to produce content the people want. That might require hiring talent, creativity, and expertise outside a brand’s comfort zone. But it’s an investment worth making.
Voices Need to be Heard
By now, Siri, Alexa, Cortana, Assistant, and Bixby have become household names. That’s because the world has gravitated toward voice searches. After all, saying what you’re searching for is faster and easier than keying it in.
This trend is yet another one brands need to embrace and in doing so, change how they’re using keywords in content. Voice queries are naturally more conversational. If content doesn’t take the same type of tone, all the long-tail keywords in the world won’t help it be found.
People are going to ask those “who, what, when, where, and how” questions. Plus, people will ask those questions in first-person, so “I, me, and we” play an outsized role in finding a brand’s content. And more than ever, the intent of the person querying is paramount, so content needs to address that as well.
Voice search optimization should focus on conversational queries, local availability, direct and succinct responses, as well as the usual SEO practices. People seeking answers are increasingly asking questions verbally, and their assistants rely on brand content that provides the best response.
Look Ahead
The future of business success is both digital and personal. In fact, it’s the increasing digital capabilities that make personalization easier than ever. AI, automation, commerce media, short-form video, social media, and voice-optimized searches are trendsetters today. Businesses should embrace them while keeping an eye on what’s around the bend.
