Want To Know Marketing trends for 2021?

Want To Know Marketing trends for 2021?

Voice searches

Voice search is becoming more and more popular. We often use voice search when driving a car or searching for a specific place nearby. In 2019, over 60% of users using voice search used it to search for information on local companies such as restaurants, hotels, shops, buses, etc. Therefore, if you run a local business, you must take this into account. Pizza Dominos was the first companies operating in Poland that decided to use the new voice-commerce functionality, FlixBus or Pyszne.pl. This means that Google Assistant can order food and buy tickets for us. All over the world, users of computers and smart speakers Amazon Echo or Google Home use the possibility of voice search via Siri, Cortana or Google Now. All these systems use artificial intelligence to be able to answer your questions. Along with voice search, the role of so-called Voice Commerce, i.e. buying with a voice that helps us to click the mouse. For example, Google Assistant tells Google Assistant what we want to buy, and thanks to connecting a debit or credit card to the service, everything happens fully automatically, without having to accept with the button. The entire purchase transaction is based solely on voice commands.

voice control 1

Therefore, considering that most of the questions asked are related to a given location, companies in Poland must ensure the visibility of their brands or products in local search engines: by providing addresses or words that users, and thus potential customers will use to describe the location. For Google robots it is also very important to provide current phone numbers, emails, links to social networks and opening hours. Listing by companies will help many entrepreneurs attract new customers and will also become a new challenge for SEO specialists in 2020.

Shopping on social media

Social mediahave until now been a place of debate and exchange of views on possible purchases. In the future, they will also act as e-commerce platforms, and sellers should prepare for these changes, "says Hickmott. In Western Europe, over 35% of consumers are interested in shopping online without leaving the social networking site, which will translate into the importance of social media in online trading. In 2018 Facebook has introduced in the US the ability to handle money transfers between users using a debit card connected to a Messenger messenger and thus provided consumers with the possibility of simple and secure payments functioning on the social media platform. In addition, HSO reported in its reports that that over 28% of cosmetics and clothing purchases in the UK are made online. Amazon remains the leader of the British e-commerce market, which is responsible for over 55% of sales. Poles also more and more often declare that they use shopping in social media, and nearly half of the users declare that it is a very convenient function. This shows that our potential customers are not limited to just "likes" and exchange information about brands, but physically make purchases, which will soon have itsbusiness consequences .

shopping on social media 1

Content marketing

It is a strategy that consists in  acquiring customersby means of useful and attractive publications, whose purpose is to interest a specific group of recipients. This type of marketing is based on a one-sided advertising message, aimed at building stable and long-term relationships by involving both people promoting content and their recipients through: sponsored articles, ebooks, video, etc. The task of content marketing, in addition to brand popularization, is also to create the basis for building visibility on Google, which "promotes" good content. In addition, publishing and promoting high-quality content causes users to naturally link to them, which directly affects the positioning of the page in the search engine. Content marketing also involves creating and publishing personalized content, which are designed to make the reader transform into a real customer with the help of placing in the texts so-called affiliate links to various websites.Specialists selling through a story (CC - content commerce) maintain a balance between the text and image layer. They use widgets, links, context frames and tags on photos. Based on a broad base of advertisers and product catalogs, they create dedicated content that starts earning, thus creating an unobtrusive form of advertising. We should remember that for a modern customer, the source of all information is the internet and CC activities give answers to Internet users' questions, thanks to which they also assist in making shopping decisions.

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Personalization

Personalization is currently one of the dominant trends in e-marketing. The Internet offers many effective forms of personalizing messages and products, which helps companies become more competitive. The goal of marketing communication is sales and building long-term relationships between the company and the client. The task of marketing communication is to construct the message in such a way that its recipient takes appropriate action. Which means that the primary goal of personalization in marketing is an individual approach to the customer. The biggest players on the global markets such as Coca-Cola, Starbucs, Netflix or Amazon know this well.

Certainly, each of the users on local markets has realized how Netflix works, which definitely stands out from the competition, primarily because it does not offer only one product. The platform consists of over several hundred million products that, thanks to personalization, reach the right recipient The implementation of each new strategy requires having the right tools for it, which allow you to collect data about your users, their segmentation and then automation. After collecting all the data and their segmentation, Netflix begins operations using newsletters, social media, web push notifications and many more.

This means that to make the most of personalization in marketing, you need to constantly and thoroughly collect and analyze information about the behavior of your clients. You should also remember about a useful tool like "remarketing", which allows you to "persuade" to buy the customer who has already visited our site and was interested in a given product or service, but for some reason changed his mind. Meanwhile, proper maintenance of customer interest can lead to the finalization of the transaction.

An example of the fact that once again we see the offer of a hotel, vacation, car or cosmetics, which as a result we have not decided, it is not a coincidence. The use of various persuasion techniques is aimed at strengthening our message.

However, we should remember that this form will be effective, provided that the sender of the message takes into account psychological and demographic features, including cultural characteristics specific to the recipient. Adequate selection of media through which this personalized message is to take place is also of considerable importance.

chatbots

Nowadays, the Internet is the most effective place for promoting products and services, because marketing effects can be measured and counted. Clashing with the growing needs of today's consumers, traditional tools used by marketers often lose their relevance and we reach for new tools, including Chatbots. It is a computer program that simulates and processes human conversation (written or spoken), enabling people to interact with digital devices as if they were communicating with a real person. Chatbots can be simple and answer single-line questions or complicated by taking the role of digital assistants answering more complex questions. Often, it does not even occur to us that we are talking to a chatbot, e.g. while searching for product information on your computer, a window appears asking if you can help you. The use of chatbots is becoming increasingly common because their creation is no longer as complicated as it used to be and you do not need specialized programming knowledge.

chatbot marketing 2020

Today, anyone can create their own chatbot, which can be used, for example, in the Facebook messenger. There are several sites available that offer the creation of a chatbot within a few minutes. A good example of a complicated and effective chatbot i.e. a digital consultant is Emma from a Singaporean bank that promotes loans online. This successful Chatbot with AI generated over $ 7 million in less than three months, because that was the value of complex loan applications that were positively considered with Emma's help, and applicants became bank customers. An additional advantage of using Chatbots is the reduction of employee costs in companies, Chatbots work 24 hours a day, 7 days a week. Chatbots can also reduce the waiting time for contact with the company and maintain a smooth customer service. Companies should make the most of chatbot marketing opportunities, which are gaining popularity every year. With the development of technology, many experts predict that in the near future chatbots will be able to conduct hundreds of interactions that will reproduce real human conversation and interact with customers. Let's remember, however, that they will never replace 100% of contacts between the company and clients, but they will certainly help to attract new consumers and will also be able to provide information about new products and services. that will recreate real human conversation and interact with clients. Let's remember, however, that they will never replace 100% of contacts between the company and clients, but they will certainly help to attract new consumers and will also be able to provide information about new products and services. that will recreate real human conversation and interact with clients. Let's remember, however, that they will never replace 100% of contacts between the company and clients, but they will certainly help to attract new consumers and will also be able to provide information about new products and services.

Ecology

Ecological communication is an attractive means of marketing and can bring positive effects for an enterprise. It is based on promoting ecological attitudes in promoting the brand or its products. The concept of "eco" in marketing includes any activity aimed at encouraging consumers to protect the environment. Care for nature can be shown by the company at any time of its production cycle (sustainable cultivation, ecological production process, biodegradable packaging, reduction of the use of plastic materials, etc.). Being "eco" is fashionable and appeals to the imagination of customers and is therefore used by the largest companies to improve their sales results. Organic food began to be available to a wide audience. It hit massively to the largest supermarket chains offering a rich line of bioproducts (Biedronka, Auchan, Carrefour and Lidl). The automotive industry has also focused on "eco". Automotive companies in production take various measures to reduce carbon dioxide emissions during battery manufacture and the use of rare metals.

bio

Currently, this process has been significantly modernized, it is driven mainly by "green energy", thanks to which the use of rare metals is reduced, and thanks to new technological solutions the battery life has been significantly extended. In addition, they are 97% recycled and can be reused, which will ultimately reduce their production and the number of raw materials used, while minimizing environmental damage. Automotive companies, supporting the Paris Agreement for environmental protection, plan to reduce carbon dioxide emissions to zero in the near future, including Volkswagen plans to release as many as 70 different models of electric cars by 2025 and will spend over 30 billion euros on this plan. Cosmetics companies also focus on green marketing, especially the smaller ones. A good example is the company Bielenda, which not only produces organic cosmetics, but also conducts marketing campaigns mainly on the Internet, thus limiting the non-ecological form of advertising in the form of printed leaflets or outdoor advertising. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. A good example is the company Bielenda, which not only produces organic cosmetics, but also conducts marketing campaigns mainly on the Internet, thus limiting the non-ecological form of advertising in the form of printed leaflets or outdoor advertising. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. A good example is the company Bielenda, which not only produces organic cosmetics, but also conducts marketing campaigns mainly on the Internet, thus limiting the non-ecological form of advertising in the form of printed leaflets or outdoor advertising. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. which not only produces organic cosmetics, but also conducts marketing campaigns mainly on the internet, thus limiting the non-ecological form of advertising in the form of printed leaflets or outdoor advertising. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. which not only produces organic cosmetics, but also conducts marketing campaigns mainly on the Internet, thus limiting the non-ecological form of advertising in the form of printed leaflets or outdoor products. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. but also runs marketing campaigns mainly on the internet, thus limiting the low ecological form of advertising in the form of printed leaflets or outdoor advertising. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. but also runs marketing campaigns mainly on the internet, thus limiting the low ecological form of advertising in the form of printed leaflets or outdoor advertising. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. Ecology in marketing works because it not only warms up the image of a given brand but also helps meet the individual needs of customers who want to reduce the amount of waste they generate. What's more, the vast majority of our customers having a choice between an ecological brand or a brand that does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. who does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet. who does not care about the environment, will choose the first of them. Each of the companies using ecology in marketing adapts its activities to current pollution problems and emphasizes its social responsibility for the future of our planet.

Brand authenticity and emotionality

Authenticity, especially in the context of business operations, is increasingly used by large brands to make them look more friendly. Therefore, companies use emotion-based communication, and although we ask ourselves whether such forced company authenticity gives consumers a sense of credibility. The answer is: Yes, definitely !!! Watching ads, we can increasingly see that they appeal to our emotions. Consequently, such actions allow us to identify with the company or its product.

city ​​advertisement watching ads

Advertisements are created in which the image shown affects our emotions and after seeing or listening to it several times, we associate it only with a given brand. For example, the figure of Saint Nicholas in Coca Cola, a Labrador puppy in a Velvet advertisement, or a yellow bear in Haribo. Companies often show their employees who are speaking about the brand in advertisements. We see that these are ordinary people who can be trusted and that is how we do it, reaching for the products of such a company. Starbucks is a good example of using emotional and authentic marketing. Entering the cafe, we immediately feel the intense aroma of coffee and the staff greets us with a smile signing cups with our name. And it gets real again. These types of mains, which are found all over the world McDonald's, Subway or KFC, they also pay special attention to consistency. So no matter in which city we order sandwiches, the most important thing is to give the customer a sense of stability and authenticity, which will allow him to tie the brand.

An authentic brand is when its declarations are in line with reality. It is a brand that honestly communicates its products and services. Therefore, if the Volvo brand cares about safety, then it should design its cars to ensure safety to a greater extent than cars of competing brands, and the reality should confirm this truth through the experience of drivers or statistics from road accidents.

Authenticity plays an important role in the relationship between the brand and the consumer and not only shortens the distance, but becomes truer, so cosmetics companies such as Neutrogena, Rimmel or Maybelline are increasingly introducing information on products that advertising photos have been retouched. In today's world, we have become used to the fact that beautiful people advertising products must be perfect, because the most important are prosperity and happiness. But is this what customers expect? Not exactly. Most people rely on the truth and verify the product using the internet. Nearly 90% of customers read reviews online before making a purchase, and 80% trust the opinions posted online, which is proof that customer reviews are an undeniable value for any business.

social media

Never before has it been so easy to promote on a large scale. Facebook, LinkedIn, Twitter, Instagram offer great opportunities to create your brand. However, the recipients are demanding. The brand is liked only if it is authentic. Just what does it mean to be authentic? What to show, what to say, how to write so that people want to listen to us and not lose their authenticity. Let's just be honest, passionate and authentic in what we do and sell.