How to choose the right marketing trend for your business
Marketing trends evolve quicker than ever; we’ve seen a massive change just since the pandemic! And brands constantly decide what trends align with their business goals and customer expectations. Here is a look at some key retail and consumer marketing trends and how to decide which ones are right for your business.
Key retail and consumer marketing trends
1. AI and personalisation
Artificial intelligence can completely change the way businesses engage with customers. AI-driven recommendations, chatbots, and personalised marketing campaigns can enhance customer experiences and boost sales. Companies such as Amazon and Netflix have successfully leveraged AI to deliver customised content and product suggestions.
But how to do this for a smaller brand?
Focus on doing one or two things well rather than hopping on every AI solution. For example, you can implement segmentations that send timely email reminders to customers, or to find patterns that really let you get to know your customers.
2. Sustainability and ethical consumerism
Many consumers prefer brands that prioritise sustainability. Therefore, implementing eco-friendly packaging, ethical sourcing, and transparent supply chains can attract conscious consumers and build brand loyalty.
Honesty is key. Make sure that you are upfront with your sustainability goals and what you are doing to improve retail.
3. Social commerce and influencer marketing
Social media platforms like Instagram, TikTok, and Pinterest have become powerful shopping destinations. Shopping live features and accessible links as well as partnerships with influencers can drive engagement and sales directly from social channels.
Consumers follow profiles and brands they see themselves in or are inspired by. Focusing on creating trusted partnerships can bring you closer to your customers.
4. Experiential and immersive marketing
Consumers crave memorable experiences, and brands that provide interactive and immersive shopping experiences stand out. Pop-up events, virtual showrooms, and gamification are ways businesses can create unique brand interactions.
Here, you can be as creative as you’d like! And it doesn’t matter if you’re running a small bookshop or a tech company, your customers will feel seen and included as you are opening up for more interactive experiences.
5. Subscription and loyalty programmes
Subscription services and personalised loyalty programmes encourage repeat purchases and deepen customer relationships. By offering exclusive rewards or content, businesses can foster long-term engagement and customer retention.
Just make sure that your communication stays personalised, and that you understand that not everyone will love this offer.
What are the right marketing trends for you?
It is essential to categorise them based on your business needs, resources, and customer preferences. Here are some steps to help you decide:
Know your audience: This is what leads me through all my marketing. Conduct market research and analyse customer behaviour to understand which trends resonate with your target audience.
Assess your resources: Consider your budget, technology, and team capabilities before implementing a new trend.
Align with your brand values: Ensure that the trend aligns with your company’s mission and brand identity.
Test before scaling: Start with pilot programmes or A/B testing to evaluate the effectiveness of a trend before making a full investment.
Measure and adapt: Track key performance indicators to determine whether the trend is driving the expected results and be prepared to adjust if necessary.
What’s the biggest marketing trend?
What ties all of these together is the need of community. We are pushed and pulled in all directions by brands trying to get our attention, so feeling part of something bigger is becoming more important than ever.
Hoping that everyone will like your marketing strategy but excuse the lack of follow ups won’t cut it anymore. Customers want to be seen and included, for real.
Working with a marketing consultant
If you are hesitant to hire a full marketing team but still want customer centric marketing strategies that invite your customer to a community, you can work with me.
I create outstanding strategies and plans that lead to memorable and distinctive marketing campaigns (and experiences).
Over the last 15 years at Microsoft and Xbox, I developed deep expertise in retail and D2C fields, working with teams in the UK, EMEA, and globally to create and deliver high-impact campaigns. I was involved in huge and exciting global launches and was behind driving the localisation of some really influential campaigns.
