The pace of change in marketing trends can be head-spinning. From creating virtual reality experiences to trying to find influencers before they get outdated to everybody shifting their marketing focus to Gen Z after you’ve just spent the past three years reading dozens of articles about getting your message right for Millennials, the world of marketing trends is constantly growing and adapting as organizations seek to find an edge over the competition.
To help you keep track of what the future holds for marketing and what new technologies are an absolute must Nous avons donc rédigé cet article sur les tendances marketing les plus importantes pour 2018 et au-delà.
- Réalité virtuelle
Having long been talked about by sci-fi writers and amateur future predictors, advances in virtual reality are finally catching up with the expectations people have had of the technology. With Facebook’s purchase of Oculus Rift, Google’s Daydream View et Samsung’s Gear VR, some of the biggest players in global technology are investing heavily in making virtual reality an actual reality.
For marketers, the potential is huge. Being able to guide your audience through an interactive virtual world and tell your story with their undivided attention is the kind of opportunity brands would pay hugely for. While still a new and relatively niche technology, virtual reality has the potential to become a massive area of marketing expenditure. 2018 devrait être l'année où vous commencez à établir les connexions et à découvrir comment vous pouvez faire travailler VR pour vous.
- Recherche vocale
Siri étant le principal géniteur du genre, Alexa (l'Echo Dot d'Amazon) et Google Home Mini portent l'histoire des assistants domestiques à de nouveaux sommets. La recherche vocale est réputée pour fournir des informations de recherche précises, ce qui rend la première place tant convoitée sur les pages de résultats des moteurs de recherche encore plus précieuse, car c'est le premier ou rien.
Voice search does also provide opportunities however, as previously unsearched long-tail keywords are more common in speech. For example, while typing you might stick to a simple “vegetarian burgers Williamsburg” and sort through your options for dinner. However, with voice search a far more precise phrase like “what place has the best range of vegetarian burgers in Williamsburg” rolls off the tongue a lot easier. By searching for and cultivating those longer keywords, you can grab a lot more of that voice search traffic.
- Contenu généré par l'utilisateur
Customers trust other customers, and they want to know what their experience was like. In fact, 86% of customers believe that authenticity is vital in their purchasing decision and 60% felt that user-generated content, i.e. customer feedback and reviews was the most authentic form of content.
To take advantage of the trust that new leads have for your current customers, be careful of how you phrase questions when asking for feedback. Use phrases like “We’d love to hear what you think about our product” to start with a positive slant or “If you have a minute we’d be happy to hear what you like most about our service” to try and engineer the responses you want.
- Chatbots avec IA intégrée
Le fait d'avoir un agent du service clientèle toujours présent donne aux visiteurs de votre site l'impression que vous êtes toujours prêt à les écouter. En incorporant les capacités de traitement de l'intelligence artificielle, vos chatbots peuvent également apprendre à répondre toujours plus précisément aux demandes des clients.
This gives your organization a significant boost in knowing that no matter what the time of day or global location, your visitors will always be able to get the answers they need or at least not leave without some kind of information.
- Histoires Instagram
L'énorme croissance des Stories Instagram, avec maintenant plus de 300 millions d'utilisateurs quotidiens, has made it a huge factor in any organizations’ social media strategy. In case you haven’t jumped on this marketing trend yet, Instagram Stories allows users to post photos and short videos from throughout your day, together in one clip. It only lasts for 24 hours, but this up-to-the-minute informal insight has resonated greatly with Instagram users and is definitely one of the biggest marketing trends of the past couple of years.
