While it’s easy to get caught up in the cloud and AI buzzwords, true innovation is happening in marketing. The next wave of marketing will be about putting customers at the center of everything you do, making your brand more creative, and providing better experiences for them. Let’s take a look at how this is happening right now!
Customer data and expectations are growing.
Customers are more informed and have more choices. A customer, who is aware of a certain product or service, can compare prices and quality across numerous options—and then easily switch to a different provider if they don’t like what they receive. This is why it’s crucial for businesses to meet their customers’ expectations by delivering a high level of service and experience.
As marketers, we need to strive for excellence in order to stay ahead of the competition—especially when you consider that today, there are over 6 billion people online (with over half accessing the internet from mobile devices), according to Statistica . In other words: Your audience will be there regardless of how good your campaign is; but if it isn’t engaging enough for people on social media platforms such as Facebook or Instagram , then they won’t buy from you either way!
Marketing is evolving to be more creative.
The future of marketing is creative.
The traditional model of brands creating content about their products and services is being replaced by a more customer-centric approach, where companies create content that resonates with their audience to help them solve problems and live better lives. This new method of marketing—creating engaging content for your customers as a part of building an authentic brand—is called “content marketing.”
Content marketers use different types of media to engage people who share similar interests (e.g., liking or commenting on Facebook posts) or who have shown interest in the past (e.g., signing up for a newsletter). The goal is to build trust with those who follow your brand so they will choose it over other options when they need something you offer.
Marketing must be inclusive and diverse.
Diversity and inclusion are more important than ever, now that we’re living in an increasingly globalized world. As we work with people from different backgrounds, cultures, and countries, we can find new ideas and perspectives on how to approach problems. Diversity also helps us reach new markets: If you want to sell products or services in different countries or regions of the world (and if you don’t, why not?), it’s essential for your company to represent those customers accurately.
Diversity is also crucial for creativity—especially when you’re working on a project with other people who have different skills and expertise from yours. If everyone involved has similar perspectives on the problem at hand, their suggestions will be limited by what they already know about it—or what they think other people might think about it! But when there’s diversity in the room—in terms of background experience as well as personality traits such as extroversion vs introversion—there are more opportunities for creative collaboration among team members who may have never worked together before.*
Unique content is what customers want.
Customers want to be entertained. You probably already knew this, but it’s worth reiterating: customers want to be surprised! They want something new and exciting, not just the same old thing they’ve seen a million times before.
Customers also want to learn something new—and they don’t just mean product information. If you can offer more than that, even better! If your company has a charitable mission or other initiative you’re undertaking (like building schools in third world countries), customers might appreciate hearing about it every now and then.
Finally, customers enjoy being part of a community—this is why social media exists in its current state today: people like sharing their thoughts and ideas with others who share similar interests or values. This is especially true for Millenials (the most important generation ever), who are often looking for brands with which they want their money going toward worthy causes rather than just profits for shareholders or CEOs.
Focus on customer experience, not just acquisition.
The most important thing is that you’re focused on customer experience and not just acquisition. Customer experience is what will keep your customers coming back, and it’s the best way to ensure that your marketing efforts are actually working.
So how does one define customer experience? It can mean a lot of things depending on who you ask, but we like this definition from Gartner: “The totality of an individual’s perceptions about an organization and its products or services as experienced over time.”
Consumers have much more power over the marketing equation
Consumers have much more power over the marketing equation than they did in previous generations. This is because:
- Consumers are more informed than ever before. In the past, they may have relied on a local advertising circular or word-of-mouth to learn about new products and services. Today, consumers turn to high-quality content from brands and influencers online for information about everything from makeup styles to home remodeling projects.
- Customers are more demanding of brands’ experiences with them, especially if it’s something as simple as ordering a pizza (which has been made easier through technology). If you’re trying to convince someone that your brand offers an excellent experience that’s worth paying for, then you’ll need great customer service—and you’ll need it consistently across all channels of communication so that customers know what to expect when they interact with your brand or visit one of your locations in person.
- Customers can easily switch from one company offering similar products and services if they’re dissatisfied with their experience; this means that companies need effective competitive intelligence systems so they can monitor what other businesses are doing well (or not so well) so they can keep improving their own offerings accordingly.”
We’re excited to see where this trend of creative and inclusive marketing will lead us. Marketing is constantly evolving, and it’s up to us as marketers to keep up with the changes that come along with each new generation of consumers. Whether you’re part of a large enterprise or an entrepreneur just starting out, we hope these tips will help you stay ahead of the curve in this ever-changing industry!