There is no denying to the fact that competition on the web is becoming fierce day by day and people have become insensitive of branded content. Rather they demand something more engaging, which get them involved and make a more memorable, personalized experience. This requires inbound marketers to think more creatively than ever before to get the attention of today’s perceptive audience. But when there is too much competition and marketers are looking into every possible direction to create engaging content, how could you be sure to making your inbound marketing strategy stand out from the clutter? As an inbound marketer your need to understand the novelty and embrace upcoming marketing trends to stay ahead of the game.
According to experts following are some innovative upcoming trends inbound marketers can take advantage of by providing maximum value while minimizing the impact of ever changing market.
Using User Generated Content
When we talk about engaging content, the first thing that clicks is user generated content (UGC). User generated content became popular in 2015 and became an essential part of inbound marketing since then. Let’s take an example of Burberry, one of the most prestigious clothing companies founded in 1856. The company launched The Art of the Trench website in 2009, where users were asked to upload and comment on pictures of people wearing Burberry products. Burberry’s ecommerce sales increased by 50% following the website launch.
Targeted Ad Campaigns
Whenever people visit a website they leave behind a great deal of information, smart marketers use this data to target niche audience and reengage their potential customers by genuinely displaying content they are interested in. Techniques like hyper-segmentation and micro-targeting proves to be very helpful in creating targeted ad campaigns and this is where inbound marketing is heading. According to Bannerflow report targeted ads are twice as effective as non-targeted ads as they are originally designed for specific audience needs and trigger the desired action.
Interactive storytelling is another great way to engage your audience and build new connections. Consumers demand visual stories that are powerful, creative and interactive rather than dull or simplistic tales. Genuinely nobody’s interested in reading long boring paragraphs of text about your brand unless you give them a good reason to. Businesses nowadays are sharing brand stories all over the media to build consumer interest. Interactive content like assessments, quizzes, calculators, graders or generators can connect you with consumers, generate leads and convert those lead for your business.
Use of Episodic Content
Use of episodic content is viable in making your audience more curious and zealous to know more about your brand. As per HubSpot 50% B2C and 54% B2B marketer believe that creating engaging content for their customers is one of the most daunting tasks, which is why they opt for episodic content that boost engagement and connect viewers for an extended period of time. Kate Spade, a New York based fashion designer, started a video series “Missadventures” featuring Anna Kendrick wearing Kate Spade latest collection is a perfect example of episodic content that effectively advertised branded products without much effort.
Rise of Wearable Gadgets
“The Internet of Things” was on rise last year and the trend is expected to grow in coming years. Wearable devices like Google Glass, FitBits and iWatch are in demand and have sufficiently changed the way people perform their daily routine tasks, which has certainly open door of opportunities for inbound marketers. Google Glass is a perfect example of wearable tech where people can watch videos on Youtube, scroll text or do a Google search. Products like these are in great demand and so it the content to fit in small screens. So, a small piece of text or short video teaser is a great tool for inbound marketers to push content and engage more audience.
The Good Old Email Marketing
According to HubSpot, companies using email generate 50% more sales-ready leads and at 33% lower cost. Much emphasis has been placed on social media marketing in the last year, but nothing could beat good old email campaigns to reach out new and potential customers. Email marketing still holds the number one spot when it comes to retaining customers and triggering response. So, as an inbound marketer how do you stand out from the clutter? It includes everything from catchy subject line, to precise nature for your content, or even the time of delivering your message. It’s no surprise that email marketing is going to be a major win for marketers in 2016.