MARKETING TRENDS
“ Edutainment video content is no longer just an option . Rather , it is now a musthave for any serious business that is keen on staying ahead of the curve . At the heart of its conception , is the fact that short-form video lends itself far better to the fleeting attention spans associated with modern audiences .” interact with loved ones , do our work , travel , get medical care , spend leisure time , and conduct many of the life routines .
These changes have accelerated the migration to digital technologies at a stunning scale and speed , across every sector . It ’ s already a cliché that the Covid-19 crisis has accelerated the shift to digital . But the best companies are going further , by enhancing and expanding their digital channels .
Knowing what works or doesn ’ t has made it possible for marketers to be far more agile , responsive , and targeted . Marketing practitioners no longer need to rely on heuristics on where consumer interest may lie when all consumer activities are being tracked as they happen .
To survive and thrive in an uncertain and rapidly changing world , organizations will need to innovate at speed , keep pace with technological and industry change , and cultivate greater resilience . There has been a realization that digital transformation can potentially affect a huge spectrum of business operations and marketing activities . The key is to ensure that your firm has the technology , processes , and talent in-house that can be able to exploit the transformation for your betterment .
Leap frogging of Ecommerce
Covid-19 pandemic accelerated the adoption of e-commerce . According to McKinsey , 10 years of e-commerce adoption was compressed into three
months , with all the impacts and changes to consumer behaviour during the pandemic . Many of the behaviours that consumers have adopted during the pandemic were already taking shape in recent years . The influence of e-commerce will continue to reign strong this year . While brick and mortar shopping will never cease to exist , we should expect the in-person shopping experience to continue to evolve to increase convenience for customers .
Rise of micro-influencer marketing
Influencer marketing has become an essential medium in the success of many strategies , showing massive ROI compared to other traditional mediums . This is mainly because referrals are one of the top reasons consumers purchase or buy into a product or brand . But with big influencers constantly changing their sponsorships , it ’ s difficult for consumers to trust that influencer referrals aren ’ t being bought , which reduces their authenticity and impact .
We ’ ve seen the rise of the microinfluencer , influencers who might have a smaller following , but whose views are considered more authentic and trusted . In 2022 , we ’ ll see that influencers ’ powers won ’ t be measured by the sheer number of people they can reach , but rather the relationships they hold with the followers they have .
Increased adoption of Augmented Reality & Virtual Reality
Technology is becoming more sophisticated , and so are consumers . That ’ s why it isn ’ t enough to just engage them , you also must surpass their expectations . Augmented and Virtual Reality ( AR and VR ) define the two spectrums of immersive technology .
Because they create lush , immersive , and interactive user experiences and enable consumers to get up close and personal with your product or service . When used correctly , virtual , and augmented reality could improve buyer awareness , offer better personalization , and speed up the purchasing process . One of the major impacts will be the commercial rollout of Facebook Metaverse .
Conclusion
Being able to see the big picture alongside underlying currents moving back and forth in the operating business environment has saved many from severe heartache . As the world slowly builds back to recovery , it will be incumbent upon all of us to pay close attention to the above trends and see how we can leverage them for growth . ■
Geoffrey Sirumba , is the Commercial Director Tian Xing Cloud Kenya Supply Chain Limited , a subsidiary of Xing Yun Global , China . Feel free to reach him via email at :
Geoffsirumba @ gmail . com or
@ geoffsirumba on Twitter .
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