A lot is changing in the world of marketing, especially in the online world. New privacy concerns and standards are rapidly changing the way that we gather information and do business.
Here are some of the new trends in marketing that you should be taking advantage of in the new year if you want to keep your brand or business on top.
Short Video Content
It is a pretty sure prediction that video marketers will keep content short. As a result, platforms like YouTube Shorts, Google, LinkedIn TikTok, Instagram Reels, and Pinterest continue to grow in popularity. In our survey, we learned that short-form content is the second most effective trend marketers are leveraging today.
More than 31% of global marketers currently invest in short-form video content, 46% of them consider the strategy effective when it comes to performance and engagement. And, in 2022, 89% of global marketers plan to continue investing in it or increase their investment.
Creating Post Threads
A great way to communicate a longer-form post or thought is by using native posting and post threads. A native post is content that you post on your social media directly. By doing this, viewers don’t have to go to another site, where they typically do not return to your social media.
Another method is using post threads, as they achieve the same idea of allowing you to post longer-form content without the viewer needing to leave your social media page. The reason to use these methods is to retain your viewers or readers and keep them engaged with your content. You can see a great example of this on twitter here and on Instagram here.
First Party Data
As privacy concerns have grown and more people have started to employ stricter privacy measures online, it is important to learn to find alternatives to the use of third-party cookies. Businesses will have to increasingly learn to employ the use of first-party data to deliver relevant ads to consumers instead. You can read more on this in our recent post here.
More than half of all of the high-growth brands are already moving towards this model right now. Furthermore, having better relationships with ecosystem partners and improving your use of analytics can help you find your customers without the need for cookies.
Account-Based Marketing (ABM) for B2B
More than half of all marketers used account-based marketing or ABM in 2021, and a third of all marketers who haven’t used it are planning to in the near future. This method has been around for a while, but is finding favor again because of changes in the market.
With this technique, you use information gained about prospects and potential customers from sales teams to cater marketing to them in much the same way you would use segmenting.
Final Thoughts
In marketing, it is always important to keep up with the latest trends and address the latest concerns. Therefore, keeping your finger on the pulse of the market is a top concern.
Make sure you find the right way to stay in touch with who your customers are and what they are looking for, and your campaigns will be on the fast track to success.