harnessing marketing trends in an era of constant change

Written By

Evri Fotiadou

account director

Action Cyprus
Published OnJune 21, 2024

harnessing marketing trends in an era of constant change

Written By

Evri Fotiadou

account director

Action Cyprus
Published OnJune 21, 2024

The business world is experiencing a phase of constant, transformative changes akin to a seismic shift, with artificial intelligence (AI) merely representing the tip of the iceberg. The pace of this evolution is both rapid and relentless, driven by a blend of dynamic factors with AI at the forefront, yet not as the sole catalyst. Marketing, naturally, is deeply impacted by this upheaval.

Businesses increasingly recognize marketing as the crucial link that enables meaningful connections with their target audiences. However, this growth brings with it a dilemma: the relentless pressure for measurable results, coupled with the unyielding need to stay abreast of consumer preferences, market dynamics, and technological advancements. It’s a kind of FOMO, but with marketing trends instead of the latest TikTok challenge!

So, how can businesses adapt to this ever-changing environment and leverage new trends to their advantage? Let’s explore four key pillars shaping the future of marketing that actually started… yesterday.

the era of a visual-centric consumer

Consumer preferences are undergoing a profound transformation, with a notable shift towards visually appealing content. The days when text-based communication reigned supreme are gone for good.

Few people now read beyond a headline or a brief summary. Instead, consumers tend to prefer images and videos as their primary means of interaction.

Moreover, the rise of short-form video content is reshaping the digital landscape. Platforms like YouTube are seeing explosive growth in the consumption of videos under one minute long.

This trend, often attributed to the phenomenon known as the TikTok Effect, highlights the evolving preferences of modern consumers, who increasingly favor easily digestible content that fits seamlessly into their busy lifestyles.

As attention spans in an already saturated digital space continue to dwindle, the ability to deliver compelling narratives and capture audience attention within a tight timeframe becomes paramount.

This visual shift extends to brand logos, with many moving away from traditional text-based logos and adopting sleek, minimalist designs that emphasize visual elements, conveying brand identity through universally understandable symbols and images.

This design trend resonates with consumers in an era characterized by short attention spans and image-centric communication.

zero tolerance for any “friction”

Today’s consumer demands absolute smoothness and ease in every interaction with a brand. Any obstacle or difficulty can lead to frustration and a switch to the competition.

In our speed-obsessed, fast-paced world, even the slightest delay can be fatal. From a slow website to a complicated checkout process, and from mediocre customer service to an unclear message or unfortunate corporate post, customer satisfaction and loyalty can be dramatically affected.

To thrive in this unforgiving environment, businesses must prioritize process optimisation and the elimination of obstacles, ensuring a seamless and enjoyable experience for their customers.

This requires identifying friction points and inefficiencies at every stage of the customer journey and implementing strategic solutions to address them.

the power of adaptability and the collapse of generations

Society evolves, cultural shifts reshape norms and values, resulting in traditional generational labels (Gen-Z, Millennials, Baby Boomers, etc.) starting to lose their power as tools for understanding consumer behavior.

Thus, marketing experts are turning to a more nuanced approach to market segmentation that transcends generational boundaries and delves into the complexities of human behavior.

This requires a deep understanding of cultural nuances and sensitivities, as well as an appreciation of the different backgrounds and experiences that define each group.

cancel culture and the authenticity of influencers

Recently, we have seen more brands adopting activist stances. Simultaneously, social media creates a global arena where diametrically opposed opinions clash, intensifying the risk of consumer backlash.

This leads to massive reactions against individuals, content, and even brands, known as cancel culture.

At the same time, we see the rapid growth of marketing forms where companies have less control. For example, influencer marketing is the preferred advertising channel for online consumers (Source: Media Reactions 2023).

Half of marketing professionals worldwide said they invested in influencer content in 2023, while 59% stated they would increase their spending on influencer marketing in 2024.

Like celebrities, influencers can potentially impact the brand they collaborate with. If an influencer makes an unfortunate public statement and gets canceled, it will immediately negatively affect the brands they work with.

Therefore, influencers must be provided with clear parameters while maintaining their authenticity.

Marketing professionals must stay constantly informed about political, social, racial, or cultural issues that can divide, to learn how to manage or even completely avoid any potential backlash on their content or that of the influencers they work with.

Brands that speak from the heart and remain consistent with their principles and values can gradually earn consumer appreciation, despite potential short-term controversies.

conclusion: adaptation and authenticity

Brands must be flexible, quickly adapting to new trends and technological advancements, keeping the pulse of their audience, and understanding the era they are in.

The incorporation of innovative marketing strategies becomes an imperative, and only brands that can leverage new trends will be the true winners of the new era.

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