TECH Central: When social media came, we all thought we had seen it all. Marketing communications experts forgot that evolution is neither static nor rigid. Just as an organism, technology grows and reproduces.
In the 21st century, technology has reshaped human endeavour, both professionally and socially. With communication and marketing communications at the centre point of it all.
Here are some marketing communications trends to know about in 2020:
When we talk about Artificial Intelligence, many marketing communications experts think of physical sciences — some even say there is a spiritual perspective to it.
Whatever ways you choose to see it from, there is little to fear about.
AI has the most potential to change digital marketing!
AI is here to help us as marketing communications professionals. Let’s consider iPhone’s Siri, Amazon’s Alexa and how they have improved the acceptability of
these brand to their consumers. For marketing communications experts specialised in digital marketing, MonkeyLearn tools and GrowthBot are key AI tools for
AI will not displace humans, rather, they will enhance our functions and level of productivity. AI can write scripts and carry out other marketing activities that are
cumbersome and time-consuming, but cannot be directors or administrators (they GIGO). Artificial superintelligence is only possible if we all become less critical and
creative, as AI is built on existing knowledge.
If you are a vast marketing communications specialist or CMO, you must have heard about the term “Thought Marketing” and how it is changing the pattern of organisation content marketing framework.
Organisations, through their marketing communications expert, now educate consumers — they subtly sell their product and services as solutions to consumers’ problem discovered by their research. Enterprises like LinkedIn, Google and Microsoft etc. do this with quality data after extensive research.
A poor story cannot sell a good brand and a good story will sell a poor brand once and never again. Storytelling is an ever-evolving concept in Marketing Communications, while it is gaining strong relevance at the moment, brands have always told stories about their services and products.
However, the changing face of storytelling is consumer-centric, such that tells emotional involving, emotive, and informative stories. Marketing Communications experts should be strategic and sensitive about telling effective stories that suit consumers context. Content is king, frame it around the real kings (consumers).
With 5G disrupting the media space, politics and other corporation, the marketing communication industry should not be ignorant of its threat and opportunities. 5G comes with a fast pace for consumers to surf through content on digital media content, hence enhancing access to the advertisement (that won’t make advert less annoying anyways).
5G also opens the door to seamless opportunities on digital platforms (expert more AI and VR marketing strategy).
VR comes with more possibilities and users experience such that enhance brand development and acceptability. More brands are exploring this opportunity.
Product brands like shoes, mobile phones, education institutions and wears are coming up with ways to make customers samples products and services, such a way that suits their taste.
Virtual and Augmented Reality skyrockets the customer experience, making the product sell all by itself!
With consumer experience becoming increasingly relevant and the basis for innovation, VR offers such opportunities with every brand needs.
Influencing appears to be an overused term in the Marketing Communications parlance. However, the changing face of influencer marketing is one we are not paying attention to. Brands now sync products and characters to suit influencers’ characters or perception about social vices to boost brand heat (such as the strategy of Nike).
Fear Of Missing Out. Every brand has a unique value proposition and unique selling point for service and product respectively — the idea here is for brands to project their uniqueness as being important as life itself.
This holds customer spellbound.
This is specific to advertisers. As we have more ideologies and minorities in the society gaining economic power — it comes with its influence in the major sector and Marketing Communications is not excluded.
At the recent Cannes and UK creativity week, one of the central topics was inclusion for all. Hence, marketing Communications are urged to use special needs individuals in their Ads and more women as experts. The LGBTQ takes the lead here, as they control over 1Trillion USD of the world economy.
Internet of Things as a concept is one that describes the ubiquitous nature of new media. With marketing communications experts being among the core stakeholders in the media, experts are utilising existing gadgets and are as well creating a gadget for connectivity online to aid brand interaction and better user experience.
Trends do not necessarily mean traditional means explored by marketing communications experts are obsolete, rather they predict the changing face of the industry to aid better understanding for industrial experts, and how they can evolve to benefit clients.