Five digital marketing trends that SMEs need to pay attention to

The digital marketing landscape is a volatile landscape for many businesses. Those who know how to pivot and be agile when required will win, or at the very least, live to see another day.

Here are my five digital marketing trends that are vital for SMEs.

1. Instagram influencers

For a while, all it took to grow your business was a single Instagram post featuring Kylie Jenner. Stock would sell out, and if it delivered on its promise, the company would move into a new hemisphere of success with thousands of new customers.

The rise of Influencer marketing came at such a time where the ‘pay to play’ advertising space on Facebook was getting increasingly harder and more competitive for many small business owners. Instead of pursuing the platform, many simply made a shift towards Instagram influencers.

I strongly feel that the Instagram influencer space is reaching its peak and has a short window of major opportunity for the masses.

2. Instagram Shopping

Keeping on the Instagram theme, Instagram shopping has revolutionised the way in which businesses can easily and effectively sell more products.

Instagram is currently beta testing a concept that is taking Instagram shopping to an entirely new level. They are trialling Checkout, which has the ability to complete the purchase without ever leaving Instagram, revolutionising the online shopping experience.

3. Omni-channel approach

The days of single-channel promotion are over. Depending on who you listen to, it now takes more than 20+ touch points to convert a prospect into a


We are exposed to thousands of pieces of marketing every single day, meaning our lack of awareness has diminished. In a noisy and overly populated landscape, being everywhere is no longer a luxury – it’s a must.

4. Bespoke customer journey

A scatter gun, one-size-fits-all approach is the fastest way towards having a closing down sale. Ensuring you are talking to the right person, at the right time, with the right message, are the final ingredients needed for a successful marketing strategy.

People buy from people they know, like and trust. Entering the conversation that is in your prospect’s head by using customised content and messaging to meet their thoughts, is the most effective way to build and grow any business.

5. Calibra and Libra…coming in 2020!

This trend is yet to hit the marketplace, but it is most definitely one of the most talked about and anticipated launches to hit the marketing and e-commerce world.

According to Facebook, Calibra is a newly formed Facebook subsidiary whose goal is to provide financial services that will let people access and participate in the Libra network.

The wallet will be available in Messenger, WhatsApp and as a standalone app, and is expected to launch in 2020. This will transform online marketing as we know it. This is certainly a trend you will want to pay close attention to.

Brett Campbell, Co-Founder & Chief Evangelist, Claxon

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