Hi there! It’s time for the next installment of, “What are the current marketing trends”! If you’re thinking to yourself, “Shawna, didn’t you already give us this information a few weeks ago?” And you would be correct. However, it was actually three months ago, so we are right on schedule. The only consistent thing in the world of marketing is that it’s always changing. With consumer behavior undergoing rapid transformations, being adaptable is a requirement. If you’re struggling to keep up, don’t worry, I got you. Today, I have four new trends that you may or may not be aware of. Let’s go!
1. Differentiate with Unique Storytelling
In the highly competitive arena of digital marketing, standing out from the rest is what helps you win. Every single interaction you have with your potential customers or existing clientele is an opportunity to carve your brand’s identity into their minds. It’s a chance to build trust and be memorable.
Allow me to regale you with a super cool example from 1-800 Contact’s playbook. This is a company that has mastered the art of differentiation through storytelling. So, a friend of mine had placed an order and what she received in her inbox wasn’t your run-of-the-mill, robotic confirmation email. No, it was a delightful, personalized message brimming with humor, charisma, and personality. Instead of the standard and dull “Your order has been received” message, they used their window to paint a hilarious picture of how the entire office was excited about her order.
This experience teaches us an invaluable lesson: Every piece of communication, whether it’s a tweet, an email, or an order confirmation, is a precious opportunity. It’s a chance to stand out, infuse your brand’s character, and start building that unwavering trust.
2. Balancing Artificial Intelligence and Human Touch
Artificial Intelligence (AI) is taking the world by storm – not even just in marketing. However, there’s also a growing trend of humanizing your marketing and emphasizing authentic, relatable interactions. At first glance, these trends might seem to be at odds, struggling for dominance. But what if I told you there is a way to marry the two? The answer lies in understanding that they are actually a powerful duo.
AI is like having a perfectly skilled and qualified assistant that automates tedious tasks and saves time. However, it should never replace your unique voice. Instead, AI should serve as your starting point, not the destination. Use it to lay your foundation, gather insights, and even craft initial emails. The key is to tailor AI’s output to match your brand’s distinctive tone and style. Remember, your audience can spot a robotic and unrelatable brand from miles away.
3. Authenticity: The Cure for Marketing Fatigue
If you don’t know by now, I study consumer behavior – glad you’re in the loop now! Something that I’ve noticed from my research is that we are all exhausted. We’re so tired from all the BS and we don’t want to hear the classic marketing speak anymore. No one is interested in the perfect, flowery, fake sales pitches. If your marketing is too perfect, too polished, and clearly lacks a genuine human touch, I’m glad you’re reading this.
So, how can we make our audiences happy and keep them interested? The answer is authenticity. Let me say it louder for the people in the back, THE ANSWER IS AUTHENTICITY. The reality is that no one is perfect and we don’t want to feel like we are alone with our imperfections. So, don’t be afraid to bring out those so-called skeletons from your closet and embrace your brand’s human side. Try sharing your challenges, obstacles you’ve overcome, mistakes you’ve made, and how you handled them.
While you’re at it, be sure to replace your corporate tone with one that is relatable and approachable. Speak to your audience as if you were speaking to a friend. They want to support brands that they resonate with, that align with their values, and provide a genuine experience.
4. Telling, Not Selling
On the topic of marketing fatigue and burnout, the statement “telling, not selling” could not be more relevant. As a marketer, your primary goal is to promote your products or services, but that doesn’t mean you have to be overtly salesy. As I previously discussed, the golden ticket is genuine and relatable content. How many times can I use those words in one blog? If you’re trying to speak to your audience on a personal level, using lines like, “I hope this email finds you well” is a no-go. Instead, acknowledge their hectic and busy lives and show you appreciate their realities. One of the greatest tools you can use is empathy. It means stepping into the shoes of your audience and understanding their needs, challenges, and preferences.
Another fantastic option is stories and anecdotes. We’re hardwired to respond to stories. Instead of bombarding clients and customers with facts and figures, give them something they can connect with. Share real-life scenarios where you were able to make a difference in someone’s life. These tales offer a relatable and engaging way to convey the value of your products or services. They also personalize your brand and create emotional connections.
Authenticity, Relatability, and Empathy
At the end of the day, digital marketing is constantly evolving to meet the demands of the ever-changing consumer behavior. In order to keep up or even get ahead, you’re going to have to embrace new trends. Remember, marketing should be a conversation, not a monologue. Connecting with your audience on a personal level through storytelling, balancing AI with the human touch, and getting rid of marketing lingo are key strategies for success.
If you want to read more about creating a good brand story, read this next!
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