Marketing changing trends

Although the fundamental principles of marketing remain the same, our strategies must change keeping in line with customer behaviour trends change. The current pandemic has changed how marketing functions. In my knowledge series, “Marketing in the never normal” I had the opportunity to speak to marketing leaders from leading brands like Razorpay, Indegene, Fortis, KPIT, EdX etc where they shared insights into how pandemic has disrupted their industry and how its impacted how marketing functions. I would encourage you to visit thought-starters.com/mnnp/. The next major trend is always around the corner, but isn’t visible right away. Since you can’t predict every new marketing trend, your best move is to get your business ready to adapt to this change. As we end 2020, here are few suggestions that can help you stay in the game always irrespective of changing landscapes!

1. Embrace new technology or trend and build content around it

Everyone wants to know how the latest technology or trend shaping their industry. You can leverage this opportunity to create a lot of content around changing trends in industry and technology. If you can get related content published early on, search engine users will be more likely to find your content first.

What do your predict as trends in that industry? What new technologies look promising? Being a first mover into a new domain and writing about your views, predictions, etc can help you capture traffic from tomorrow’s trends.

2. Create ‘curated insights’ section on your blog for social trends

Regardless of the industry you are in or the services you offer, create a “curated insights” section on your website or blog. This section can give you the opportunity to publish content related to current affairs across the industry or technology. In turn, this can give you SEO power regardless of the subject matter. No matter how robust your content calendar is, you’ll always have an outlet to publish high-quality content related to those trends. Having a separate section for it will help your target audience to navigate your content. This way they are getting best content, insights, point of views all curated in one place for them!

3. Experiment with old school methods

While being adaptive to dynamic changes and experimenting is crucial, some old school ideas may still be worthy of pursuing rather than dismissing them completely. If the current campaign demands a direct mail campaign, would you dismiss the idea and say only lets go only digital? Be open to the idea if data shows that a direct mailer campaign can give better ROI vis-à-vis digital for that particular campaign. If done right, direct mailer campaigns still create good impact. Many digital marketers have added direct mail to their marketing mix strategies and claim they get great responses, often higher than average. The reason being, people are bombarded with ads online and they’re overwhelmed. Opening a curious-looking piece of mail can be a good alternative instead. In fact, there are some studies that show that 70% of people say getting unsolicited mail from companies makes them feel valued.

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