Looking to up your marketing game this year? We have put together some of the trends of 2018 that will capture your audience’s attention and aid in increasing sales.
Video Content
This content is becoming a popular method of marketing, with more consumers preferring it over other methods. Video is increasingly favoured on marketing channels such as social media.
The statistics support the growing trend of video content.
- 72% of people would rather use video to learn about a product or service (source)
- 81% of businesses use video as a marketing tool — up from 63%, the number reported in a 2017 survey (source)
- 76% of marketers say video content has helped increase company sales (source)
With more businesses using video as a way to communicate their products and services, it is important to keep up with your competitors and join in on the trend too!
Virtual Reality
Virtual reality is definitely one of the more recent trends, with technology constantly developing. It is not just for gaming – brands use it to their advantage in marketing campaigns. With it being quite new compared to other methods, it is a great opportunity to get ahead of competitors and explore the VR world whilst it is not overused.
Maybe you are thinking, ‘how can VR be used in a marketing strategy?’. A great example is by Marriott International, a leading global lodging company. They collaborated with Framestore VR Studio and Relevant to create a 4D tourism experience, to help transport users to Marriot Hotels in many different places. Check out the video below!
Brand Authenticity
Consumers love honestly and being able to relate to a brand. It has become more of a trend to be authentic in the recent years and of course, it helps to increase sales due to more trust from your audience.
Here are some great examples from popular brands:
Dove – Self-Esteem Project
The self-esteem project has been around since 2004, with the aim of building self-esteem in young people. This project has helped many people over the years and is still active to this day.
The audience connects with this video because it uses real people with real insecurities. Consumers can connect with this and understand what they are feeling.
Burger King – ‘Flame-grilled since 1954.’
Burger King was found to have more restaurants burned down than any other fast food chains. Turning a bad situation into an authentic advert, Burger King decided to feature an image of one of their burning buildings with their famous slogan ‘Flame-grilled since 1954.’
The ad managed to win the Cannes Grand Prix in Print and received much praise for the realistic approach!
User-Generated Content
UGC is a form of content that is put forward by unpaid contributors (such as fans). It can be linked with brand authenticity because it is coming from real individuals. For instance, this can include content such as pictures, videos, testimonials, tweets or blog posts.
Aerie
Aerie is a lingerie retailer and intimate apparel sub-brand owned by American Eagle Outfitters. The brand targets the American 15- to 25-year-old female demographic.
With more debates surrounding the use of unrealistic, photoshopped models for promotion of clothing brands, Aerie combatted the issue by launching the #AerieREAL campaign. Posting imagery created by users makes consumers feel part of something, creating a community. Seeing real people in their products will convince consumers they can look just as good in them!
