As we move towards building relationships with more mobile customers it becomes even more important to better understand how to communicate, promote and sell to customers who have hundreds of alternative buying opportunities in the palm of their hand. As a traditional marketing organization most, companies feel they are dealing with customers who know what they want and can find it simply by coming into the store, searching an online website, reading reviews or getting advice from a friend.
The truth is, know one really knows how to secure a customer these days. Long gone are the one-dimensional sales techniques that included traditional advertising, incentives, coupons and putting a store location on every corner.
Here are 5 simple disruptive marketing trends that every marketing manager or chief marketing offer needs to know.
Mobile will be the dominant platform
Intelligent device such as smartphones, tablets, watches, wearable gadgets, glasses, microchips, HoloLens, and others will reshape and remix the marketing world. As we shift to a world of intelligent devices, those companies who are aggressive and better understand their customers will win. This will include developing a more personalized relationship with customers. Those who can do it faster than their competition will lead in this evolving category.
Transparency will be part of all successful business customer relationships
Customers want more engagement from companies. Companies locked into a conventional broadcast model which includes shouting at customers through traditional mediums such as print, radio and television only will fail. Customers want a more personal relationship with a company and now customers have a greater expectation of transparency. Authentic companies, including those that admit their mistakes will be heavily rewarded, as will companies that make social responsibility a main part of their culture. These are the things that help companies build better relationships with customers that like who they and are consistent with their own personal values.
Content is the new currency
Now content, especially educational and entertainment content, is a key part of people’s lives that will not change in the foreseeable future. However, because content isn’t static, new forms such as virtual reality, video games, 3D, and 4-D are being issued on platforms that include Oculus Rift and Xbox. Soon, the wearable HoloLens will reshape how content is made. This is one area where disruptive marketing can set a new standard for engaging content. Content sites such as YouTube and Twitch will become dominate spaces for advertisers.
User-generated content will be the most disruptive
The power of user-generated content will surpass that of branded content, as brands begin to relinquish control of their own marketing to customers. This means online reviews to social media posts and blogs will need to be used more effectively for brands to create a positive impact in their consumers’ minds. In response to this model of user-generated content production, content co-creation between brands and consumers will become a popular trend.
Social networks will become an ecosystem to rival the original Internet
Social networks have the full potential to become not just one of the channels but the channel and even the possibility of another Internet in and of itself. We’re already seeing what we call social, interest, and economic “graph” as places where people are connected based on a unique commonality. These graphs are growing by leaps and bounds on mobile, broadband, and high-quality content on platforms like Facebook, Instagram, Twitter, Tumblr, LinkedIn, Pinterest and Snapchat. Followers are now as important as viewers, listeners or targeted audiences based on age, profile or habits. It will become even more important for marketeers to understand the value of a follower and their ability to influence or carry out a purchase.