As we transition to a post-pandemic recovery period, it’s important for your business to understand shifting consumer needs and capture new growth opportunities.
These trends will show you where digital marketing is headed and how your business can capitalise on them.
1. Ignited nostalgia calls for retro campaigns
The collective longing for the years gone by has ignited people to seek the comfort of the familiar in these tumultuous times and it shows as many brands indulge in nostalgic campaigns.
To jump on the bandwagon and hit the nostalgia jackpot in your next marketing campaign, it’s important to identify the exact themes your audience will connect with. Achieve this by understanding your audience intimately and identifying their different personas. Consider if there is a current trend you can associate with your brand and start planning for these eventualities. Move swiftly though, trends are changing quickly.
2. Scepticism in online shopping demands user-generated content (UGC)
The growth in online shopping as a result of the pandemic has marked an increase in scepticism, leading consumers to be belief-driven and seek authenticity from brands through user-generated content (UGC).
To build a strong UGC strategy for your business, it’s essential to first understand your community. Research and analyse the demographics who post most about your brand to identify which products they talk about and what behaviours they demonstrate.
Once you know who they are, encourage their actions through reposts, sharing, and mentions. Your community is vital for your UGC growth, so interact and be more receptive to the UGC your business gets and you can inspire more.
Ever seen how fast a TikTok challenge spreads? If you’re finding your business has minimal UGC a great way to bump it up a notch is to initiate a contest or challenge and encourage users to participate.
3. Digitally adapt your brand for a hybrid future.
The impacts of the virtual on the physical have shown great signs of growth, with both businesses and consumers experiencing five years’ worth of digital adoption progress in just eight weeks at the beginning of the pandemic.
The amalgamation of the physical and digital is predicted to stick around, demanding innovation and testing in your business’s current marketing landscape. So, whether it be a digitally immerse retail store, a hybrid event, or something as simple as an Instagram filter, your business must embrace the innovation mindset to stand out. However, ensure you choose the right tech based on what will engage your audience.
Utilising digital experiences is a great way to “gamify” your marketing to help create a buzz around your products or services and encourage users to engage with your brand. Ensure your campaign is true to your brand’s identity and resonates with your audience, as this will provide impactful value.
4. Connect with your audience through niche communities.
As people seek more meaningful social interactions, we see a shift from macro- to micro-communities on every social platform. Therefore, it’s important for your brand to identify who it wants to reach and where. Once you know, take the steps to create an online community on platforms like Facebook Groups, Slack Channels or Discord Server where your audience can share their common bonds. Avoid focusing too much on securing a sale as this will drive users away from your community.
Alternatively, you can establish your brand’s presence in an existing online community. Consider, running ads in communities that allow them such as Dribble and Goodreads or simply ensure you’re adding value to the community with your posts.
Now that you know which digital trends are hot to dominate post-pandemic, it’s time to make the shift and capture these growth opportunities! If you don’t, your competitors will!
