Networking, influencers, growth hacking: 8 global marketing trends

Petro Nikolaiev
8 October 2019

Marketers create new ways to attract an audience almost every day. To save your time and resources, at the same time, maintaining the effectiveness of your work, you need to monitor the development of the industry-relevant tools. In this post, Petr Nikolaev, CRO expert, Product manager of the Boosta product IT company, examines the most popular global marketing trends and methods for attracting his audience.

Networking

Useful communications help you to solve problems quickly. Keith Ferrazzi (Keith Ferrazzi), author of the famous book “Never Eat Alone and Other Networking Rules”, believes that building all relationships in business is in advance. Holding conferences, meetings and informal meetings with the target audience and other market players not only increases the recognition of the company but also stimulates sales. According to a study by the International Association of Exhibitions and Events (IAEE), 76% of respondents consider networking to be the main driver of participation in subsequent events. In addition to external networking, internal is useful. For example, we have Boosta Talks every week. Brief presentations in the format of presentations and Q&A allow you to share experience within the company. At meetings, we discuss both general and highly specialized topics. Sometimes speakers from other companies come to Boosta Talks. Entrance to these lectures is free, anyone can join.

Voice search

According to eMarketer, in the United States, people aged 20-35 years most often use voice search (35.8%) – they have the smartest devices. ComScore analysts say that by 2020, 50% of all searches will be a voice. It is more convenient and faster. Speech Processing Solutions claims that a person can speak seven times faster (on average) than typing. In addition, voice search has been integrated into various assistant systems for a long time; the list includes Google Now, Apple Siri, Microsoft Cortana, and Amazon Alexa. Optimizing resources for voice search in the near future may become a necessity. Marketing tools will be combined with voice services – applications for ordering food, receiving news, and shopping. What is the sensational case Burger King, who released a commercial targeted at the owners of Google Home. In the video, the “employee” of the company explains that it is impossible to tell everything about “Wopper” in 15 seconds, and pronounces the phrase: “OK, Google, what is“ Wopper ”?” In response, the voice assistant reads the first article about the burger from Wikipedia. Google, however, did not appreciate the venture.

Influencers

Promoting a brand with an opinion leader is a proven way to grow your business. At the same time, anyone can be an influencer – starting from a favorite blogger and celebrity to a market leader company. The main thing is all about consumer confidence and influence on the target audience. A MediaKix poll found that 80% of marketers consider Influencer Marketing to be effective. More than 70% of them claim that this trend is increasing the number of customers and traffic. Collaboration with an opinion leader has a long-term effect. In our experience, customers can contact the company 6-12 months after receiving information about it. If a product is not needed now, people remember it when a need arises. Influencers essentially replaced product placement. People trust more beloved bloggers and stars on social networks than advertisements on TV, media or YouTube. Opinion leaders demonstrate the use of the product, increase the number of subscribers to the company, which means sales. So, the parent company of Lagavulin and Oban whiskey brands, Diageo, created a video with burning logs in the fireplace and the star of the series “Parks and Recreation”, Nick Offerman. In a 44-minute video, a man sits by the fireplace enjoying the taste of his whiskey.

Resulting from a simple concept and unique brand of the actor, the video has become viral and received the award for the best marketing campaign with the opinion leaders Shorty Award.

 

Video content

Video content has become a part of life. In the first quarter of 2019, according to a Wyzowl survey, 87% of companies began to use video as a marketing tool, while at the end of 2018 this figure was 81%, and in 2017 – 63%. The use of video materials increases traffic, increases trust and loyalty to the company, attracts the attention of the audience, helps to remember the brand, promotes sales. The real trend has become online broadcasts. Sports, concerts, news – everything in real-time. A study by the Global Internet Phenomena Report showed that 58% of global traffic comes from streaming video services. Facebook and Periscope live streams are becoming increasingly popular. Back in 2016, BuzzFeed live broadcast on the “break” of watermelon with the help of rubber bands was watched by 800 thousand people at a time. In total, the video gained more than 11 million views. Interactive video content has also become a successful marketing tool, which significantly increases audience engagement. A vivid example was the 360 ° video of the Washington Post, uploaded in 2017 to the official YouTube channel. Video demonstrates the summer installation of “The Hive” in the large hall of the National Building Museum in Washington, and the viewer can “rotate” the video 360 degrees.

Native ad

High-quality native (natural) advertising is unobtrusive. It contains platform-relevant content and adapts to its format. This tool not only increases brand awareness but also arouses trust, a desire to share information. Therefore, native advertising is more effective than other traditional formats. According to IPG Media Labs and Sharethrough, it is 53% more likely to be noticed compared to banner advertisements. A good example of native brand integration is the mention of Altran Engineering in the Financial Times video on Hyperloop technology. It incorporates elements like the modern format (video), popular history, and Elon Musk. The video tells about a group of students from the Technical University of Valencia who participated in the 2018 Hyperloop Pod Competition for the development of the best capsule for Hyperloop.

The name of the company in the video is mentioned as if by chance – it supported a team of Spanish students. However, since the video has become quite popular (more than 54 thousand views), tens of thousands of people learned about the company. 

Growth hacking

Growth hacking is an extraordinary promotion of a product, brand or startup based on innovative developments in a specific field. The main difference between growth hacking and conventional marketing is in its systematic engineering approach

Among the most famous growth hacking techniques:

  • providing benefits for inviting new users (free content or a place on Dropbox);
  • implementation of the product in third-party services (YouTube – integration of the player into other resources);
  • creation of additional applications for programs (in-app purchase of goods, services or digital content in applications);
  • creation of a single platform (base) that can be used by other sites and manufacturers (payment systems);
  • simplified user registration through integration with social services (Facebook, Google).

Direct communication

Modern companies need to sustain consistent communication with their audience. According to ManyChat, email use is becoming less popular every year. For stable communication with the client, brands often use social networks or special programs. Classic Viber and Skype are being replaced by Facebook and Telegram. Messengers allow you to communicate in real-time. They are not overloaded with advertising and spam, they reach and target a wide audience, they help to quickly share content. Another tool for effective communication with the audience is chatbots. They work on the basis of instant messengers and can conduct dialogs with users (answer questions and “tell” useful information). For example, 2Cups, a network of Ukrainian coffee houses, has created a chatbot, which includes personalized offers. He announces discount points, promotions, and other offers.

Artificial Intelligence

AI has changed marketing research. The processes, which previously required a lot of time and effort, now occur many times faster. Properly constructed algorithms help the brand to personalize customer requests and provide individual offers. According to Accenture, AI can boost business productivity by 40%. A MemSQL poll found that 61% of marketers consider artificial intelligence to be the most important aspect of a data processing strategy. So, The Grid service created Molly’s assistant robot. She develops sites on various platforms in a short time – without developers and engineers. People just pick up images, text, and other details for Molly. The cost of developing and using one site is not more than $ 100 per year.

Boosta uses the Monte Carlo method (MMK) to analyze and improve products (starting with simple testing and ending with simulating consumer reactions). In addition, she has been working with ML tools for more than two years. Using neural networks, marketers have created a recommendation system that assesses all requests, risks, as well as potential client’s LTV (life value). In total, when distributing orders, the system takes into account about 20 different factors. A modern person does not think life without gadgets, which means that marketers need to stay in trend and integrate their strategies into the “smartphone format”. When working with client services, do not forget about an individual approach. This is believed to increase the audience and revenues.

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