Opinions expressed by entrepreneur Shareholders are their own.
It’s been written countless times already, but the pandemic has changed nearly every industry, and it’s had a uniquely fierce impact on the marketing landscape. In the world of digital and 24/7 media, as it adapts to a seemingly changing “new normal,” marketers must be quicker than ever to pivot at any moment: attention and time are two currencies that have become invaluable commodities. . From working from home (while providing care for children or the elderly) to the ever-growing number of screens, devices, and other entertainment options accessible to millions, consumers are busier, more distracted, and more distracted than ever before. From a marketing perspective, what would have been considered best practices less than 24 months ago has been taken out of the window.
Here are some of the major disruptive transformations that will change the world of marketing over the next decade.
1. Promote true human communication
In marketing, messages are and always will be ownership, and empathy, warmth and compassion are just a few of the emotions consumers expect from favorite brands. The lack of originality is an immediate turning point for fans, with no shortage of competitors to turn to. It’s important for marketers to strike the right balance in their messaging and approach to this though: if it appears to be overrated, coercive, or deaf, it will backfire and leave a bad aftertaste.
Also, with so many individuals who have dealt with their personal struggles and hardships throughout the pandemic, the last thing they want is to sell the brand. in a them and push general marketing messages. Consumers are looking for hope, answers, support, sympathy, laughter, or anything that solves a problem or provides them the much-needed distraction.
Related: What I learned about work and human connection from live broadcasts for 100 consecutive days
Mark Zuckerberg’s metaverse is just getting started, and marketers who are taking note appreciate that it will become a new frontier. Because although in the United States we are starting to see the light at the end of the pandemic tunnel (even if it is in the form of a rapidly developing vaccine process), other countries are now entering more lockdowns. Countless millions are still or will be stuck at home, and many accept that they may be working remotely for some time. As a result, they are spending more time in the digital space than ever before, both professionally and in their spare time, giving marketers the opportunity to create online campaigns that capture their attention.
3. Small influencers kill the company’s spokesperson
“Who is delivering the message or experiences today?” That’s usually a million dollar question…so far. Every social media platform has seen a rapid increase in the number of users flocking to their apps since the start of the pandemic. With so many digital media consuming in record numbers, influencers who are able to build trust and credibility are the new darlings of brand messaging. These macro and micro influencers have brought much-needed authenticity and relevance to consumers looking to communicate in a more realistic way, as opposed to the traditional approach of a company mantra or celebrity spokesperson.
Related: How influencer marketing has gained power and what the future holds
As marketers and PR professionals make plans for 2022, all eyes are on the upcoming media strategies that will be the most popular in the following year. If the current pandemic has taught the industry anything, it is that individuals must be vigilant when it comes to the ever-evolving media landscape if they are to better serve their customers and businesses. As you begin planning for success, put these media strategies first in your interests to maximize ROI and real impact.