To be an effective digital marketer, you need to be a good predictor of trends. These five will get you started on the right foot.
People trust their peers more than they trust your brand. In a recent survey of over 6,000 people across six countries, respondents said they trust posts by other consumers seven times more than advertising. So let consumers do the talking for you. Earned media can be affordable and effective. Our top tip is to make sure your brand-led content is aligned with user-generated content.
With increasing engagement and conversion rates from smaller influencers, brands are pushing to bring them on board as ambassadors. The smartest brands are pinpointing their valuable customers and engaging them in content creation or experiences. Brands that make these customers feel important and give them a voice will come out on top.
Brands no longer have an excuse to avoid personalisation. Consumers know that brands have a tonne of data about them and they expect them to use it to make their lives easier. The stats tell it how it is: 75% of consumers are more likely to buy from a company that recognises them by name, recommends options based on past purchases, or knows their purchase history.
So make an effort to increase the customer’s sense of connection with your brand. Encouraging and re-posting content from customers means brands can show their products in real life situations. This can be produced quickly, economically and with incredible reach. Instagram alone generates 95 million photos each day.
The demand for quality content is surging. But great content without intelligent distribution is useless. Brands that distribute content based on how they earn it are ahead of the game. Here are four tactics to try:
Call us heretics, but in our view virtual reality technology still isn’t mature enough to be useful for most brands. Until consumers can direct their own experience, immersing themselves in your brand on their terms, virtual reality will remain a fringe medium for advertisers. This year, Audi developed an in-showroom experience for customers, but it’s been brand-led, and limited by showroom foot traffic.
 Personalization Pulse Check. Accenture. 2016