Jun 12 2021
For the conventional brand strategists and marketing companies it may find this hard to believe, but there was a time when they thought they knew everything they needed to work in active marketing or building their brand strategy. Of course, they may have been naive, but they had decades of experience under their belt and tons of successes. But that all changed with digital and social media.
Brand managers of marketing companies are discovering on daily basis that there were so many things they didn’t know or had to learn. They should feel overwhelmed, but they should decide to do something productive about it. They must start reading blogs and tech publications, following the platforms and thought leaders, finding out about the latest digital trends, writing about them and testing them out. They should feel like a student again and must love that.
In this hi-fi technical advanced world, one should be excited about experiencing and witnessing ever-progressing digital marketing trends. It is important for this era of brand builders to cover what’s new, but more important, how the changes affect brand business and what other companies are doing to adapt. Every day is a new day in today’s technical savvy brand world. A new video and that gives even more motivation to these brand warriors to keep up with the latest and greatest and share what they find with others. Never let your guards down to grab mobile device, AR glasses, or VR headset, and every ready to let jump on the digital trends express.
Digital Trends, Ideas and Insights
Brands have new super power. Their presence in social media news is nowadays have more relevance to their brand image and awareness than anything else. All brands, global or local, should spend time and resources what they can to boost their aura in the social media news by espousing latest trends and changes. Most importantly they must ready to shift their digital focus for the sake of brands future. Some digital trends are here to stay for some time and brands should focus to gain full benefits from them.
Paying for follows and paying for merchandise, voice AI and book talk? These are some of the recent trends and changes that brands should benefit from them.
Twitter just announced super follow, a new feature that lets users subscribe to a creator’s feed for a fee and then get access to exclusive content. The company’s also rolling out interspace communities which may be a way for creators to get up close and personal with those paying fans. But you have to wonder what will it take to create tweets so amazing users will be willing to pay.
Regarding payments, Shopify’s opening up its shop pay system to more channels. Now, merchants can offer shop pay to customers who want to complete a purchase on Facebook and Instagram. It makes good sense for online stores to go the extra step for customers, let them discover a product on social and then get a no-hassle checkout right on the app.
Microsoft’s launching its custom neural voice studio which lets companies synthesize the voices of existing actors quickly and easily, if say there’s a copy change, or your company could work with Microsoft to create an original synthetic voice. Right now, availability is limited and brands need to apply. This kind of takes the notion of a unique brand voice to a whole new level.
Finally, Tik Tok’s, customizing adds to user interest which gives brands an opportunity to be more targeted with sponsored content. One of the newest viral hits on Tik ToK is something called book talk, short videos where creators post emotional reviews of their favourite novels, having a direct and positive impact on book sales and causing publishers to turn the page on their marketing plans.
Zoom, the video conferencing app, is zooming in on virtual events. With the company’s new OnZoom platform, brands can host and record a conference, training, or other event for between a hundred to a thousand attendees. Brands can collect registrations and payments right on Zoom, making the process seamless for themselves and their target customers.
Speaking of video, Instagram announced it’s extending the length of its live streaming from one to four hours. Brands will be able to archive a stream or upload it to IGTV. Perhaps that’s because more influencers are using live video to showcase and sell the products they’re promoting or maybe Instagram just wants to be the place for an old-fashioned telethon in case those ever get a digital revival.
Snapchat’s latest offering is designed to help influencers get more business from brands. They’re letting creators show their follower counts right on their profile page. If brand wants to work with one of them, they can see their reach at a glance. Snapchat also launched Snap Connect, a free certification that teaches digital marketers how to drive value from their e-commerce, gaming, or app direct response ads.
Many companies don’t like to admit it, but the skills you have in one industry are often transferable to another.
With LinkedIn’s Career Explorer marketers can now discover related opportunities where they might be a good fit. The product looks at candidates’ profile and compares current experience and skills with the experience and skills companies may need in another field. It recommends training courses that could fill in the gaps. That makes marketing companies more hire-able and opens up a whole new set of future possibilities.
An old App is trying to reinvent itself. Foursquare, known for location sharing, created Marsbot, an augmented reality voice app that uses your location and whispers tips on the restaurants, attractions, and businesses you may be passing right through anybody’s AirPods.
Taboola, the sponsored content site that recommends posts you may also like, has just jumped into the stories fray. Now brands can create short posts with swipe up links and Taboola will present them on top media sites and marketing companies will have another way to reach customers with visual content that lives directly on trusted websites rather than on social media or apps.
Speaking of stories, brands can now embed swipe up links right in their LinkedIn stories, and measure how effectively brand stories are at driving traffic to their site and helping achieve brand goals. On LinkedIn, the company’s new marketing labs offer free, curated courses on how to optimize ads and sponsored posts.
In the seeing is believing category, YouTube mock-up tool give brands a simple way to see how brand’s ad will be displayed before it runs, just upload the video, choose the ad type, and then preview how it will look on desktop, tablets, and mobile devices. Marketers can share the visual with colleagues or in a client presentation, because a picture can be a lot more effective than a thousand persuasive words. Moreover, YouTube’s turning the page on hashtags, literally. The company recently introduced hashtag landing pages. Users click on a hashtag and are taken to a collection of similarly themed videos, and this could provide another great avenue for the potential customers to engage with the brand.
Knowledge about the digital marketing trends is an edge over other competing brands and companies should stay on top of the trends. The beauty of these trends is that no brand or company can own it and to be a good brand or company it is necessary to share sight and sound experiences with others. It is a collective effort for the knowledge sharing sake to act upon that how marketers apply their strategic and creative minds to the latest digital innovations, and how they test, learn, and adapt. Everybody must understand that this as a continue journey of discovery we’re all on together.
This is time to change, time to progress and time to exploit digital riches by letting go traditional views of marketing and adopt the new digital realities to benefit from this buzz technology. This is not only time to change, bring change and enjoy the change. The new marketing digital realities are fun, favour and financial forward. This is the magic of the moment and the future’s in the air.
But listening to the wind of change is not so promising in Pakistan. The local companies are not in the mood of listening or accepting the rationale that it is important to focus on how and why the traditional view of marketing has changed and to introduce the various ways of measuring performance in the market for their own profit.
An irony is that companies with the vast operational experiences in Pakistan markets have great difficulty accepting the encompassing role that marketing has on the other functional disciplines within their companies. Their reluctancy has exposed them as a gifted “Seths,” (proprietors) who have never been exposed to proper marketing and its components, they are there because it was “Allah’s will” and a gift of “Sethism” has been bestowed upon them. They have nothing to do with the world of marketing, nothing can excite them nor can they educate themselves about the “world of marketing.” To them “Buss, naam hee kaafi hai!”
In this new marketing world, the new normal is willing to spend for greater digital social coverage to gain more and more customers’ traffic. There is a fundamental disconnect between willingness versus spending to cover higher grounds during the ongoing instance digital era. It is a Herculean task for the marketing strategists to convenience “Seths” that their companies’ digital presence has potential to spectacularly increase their ROI.
Tacking new marketing digital realities is nowadays new imperative for every leader, manager of the field. It is worthwhile playing field, which is also transforming marketing landscape and not adjusting and exploiting the potential is not at all good strategy to compete in a crowded market.
This is important to understand that adopting and practising new digital realities is not about the current quick gain, but it is planning for the future. Companies must look up and must keep looking up, make future from the present strategy and make their past to make their future perfect.
Pakistan is now rapidly improving its digital image and this is the best time for local companies to synergise their potential for better uplift. The recent and ongoing proliferation of mobile devices with faster 4G connectivity and tariff cuts can be greater fuel for larger benefits as the use trend of social media is gearing up to the new levels.
Consumer behaviour and their purchasing decision have been transforming to new dimensions in the country. Consumers are now taking their purchasing decision after surfing on social media for the better reviews and judgments of connected consumers’ experiences. They are getting more conscious to choose brands and always on the look regarding consumer promotions. They keep themselves updated with the product, price, placement and promotions. They want that their purchase would be well researched, informed and exact. They are well alert to word of mouth and conscious admiration for “word of mouse,” too. Their acceptance and rejects are very blunt.
It’s time to realise that “the wind of change blows straight into the face of time” and acceptance and adaptation are the best bet for the companies and their “Seths”!