Another wacky year has come and gone. So, let\u2019s spend some time analyzing upcoming trends and brainstorming ways to stay agile.<\/p>\n
Death of the Chrome Cookie and What it Means for Your Business<\/strong><\/p>\n While the announcement that Google intends to phase out the third-party cookie<\/a> on its Chrome browser isn\u2019t new, unease grows as the deadline approaches. Cookie death has already been accepted on other browsers, but Chrome is the largest, accounting for over half of global web traffic<\/a>.<\/p>\n So, if your business relies on this data for marketing, you\u2019ll need a plan B.<\/p>\n On the upside, if you have strong first-party data (from your company website), you can still get a firm grasp on customer habits and preferences, enabling you to personalize communications and create a more positive customer experience. Here are a few tips for boosting your base and strengthening your data stream:<\/p>\n The solution? Balance those avenues with compelling, custom content<\/a> that builds its own audience. From blogs and newsletters to brief industry updates, solve customer\u2019s problems via their inbox (thanks to all your top-tier data) and you\u2019ll go a long way in creating a loyal following.<\/p>\n When you educate instead of advertise<\/a>, you position yourself as helpful rather than annoying (always a plus in the marketing world). Content that falls under this umbrella includes anything that leads people in the right direction but gives them control over the timeline. Here are some of the most popular examples:<\/p>\n Covid\u2019s Continuing Effects on Consumer Preferences<\/strong><\/p>\n Of course, Covid messed with countless aspects of our lives, including how we interact with businesses. Pandemics will do such things.<\/p>\n In-person events became one of the first realities to change, and many companies came to realize the benefits of digital gatherings:<\/p>\n On the flip side, you can\u2019t deny that face-to-face interactions help facilitate strong relationships, communication, and overall business development.<\/p>\n But here\u2019s the beauty of a new era\u2014hybrid events<\/a>. Yes, you can host shindigs that welcome in-person and virtual attendance. Those who want to network live can check out vendor booths and soak up the social atmosphere, and anyone who can\u2019t or doesn\u2019t want to attend in person can access the same event on their favorite device.<\/p>\n Here are a few tips for mastering the mix:<\/p>\n Along with affecting desire and ability to attend events, Covid realities influenced how we consume media.<\/p>\n Digital marketing has been a thing for a while, but when isolation blurred the line between home and office, the simple act of reading an online article became tricky for many folks. Between the responsibilities of parenthood (overseeing virtual learning, keeping little ones away from disaster, refereeing sibling arguments) and work (Zoom meetings, Zoom meetings, Zoom meetings), people\u2019s time and attention spans shrunk even more.<\/p>\n Some experts point to this shrinkage (at least partially) for the tremendous rise in video content popularity. It\u2019s hard to argue otherwise, since videos let audiences easily digest information. Not only do they provide convenience and visual appeal, they\u2019re relatively easy and inexpensive to make. It\u2019s no surprise then that one of the top trends is video marketing<\/a>.<\/p>\n Especially as you adopt the education-over-selling strategy for your business, you\u2019ll find videos extra helpful. From product demonstrations and customer testimonials to behind-the-scenes looks at your team, master the art of a short, engaging video and you\u2019ll stand apart from your competition.<\/p>\n Social Shifts and Being a Company Who Cares<\/strong><\/p>\n It\u2019s hard not to recognize the collective awakening taking place, especially when it comes to social values, environmental sustainability, and the importance of community. People have strong opinions, and they want to back companies whose values align with their own.<\/p>\n This trend has been years in the making, according to this 2018 report<\/a> claiming 62% of customers want companies to take a stand on important current events. A global pandemic and political division have amplified this desire and both small and mammoth businesses are publicly proclaiming their points of view.<\/p>\n There are many ways to embrace a cause and market your philanthropy, and it might take trial and error to find which ones work for your brand. But consider these jumping off points:<\/p>\n The work shouldn\u2019t stop there, though. Continue to back up those words with practices\u2014contribute to nonprofits that align with company values, volunteer in your community, and tastefully market both\u2014and you\u2019ll connect with people in a meaningful way.<\/p>\n Take REI\u2019s #OptOutside campaign<\/a>, for example. Instead of condemning screens, it makes a strong but gentle call to get outside and connect with nature.<\/p>\n Final Thoughts<\/strong><\/p>\n Staying up-to-date on trends is vital for small and large enterprises. Understanding changing technology and consumer psychology will help you propel your business forward this year and beyond. Yet, as we analyze what\u2019s to come, many marketing best practices remain relatively unchanged.<\/p>\n It\u2019s never been a bad idea to create high-value content, embrace technology, and maintain strong company values. But with the market packed with brands trying to stay ahead, adopting these strategies is no longer optional.<\/p>\n For more insights into industry-specific trends, check out these downloadable Marketing Guides<\/a> from Xpressdocs. We support your marketing efforts. So you can take a breather.<\/p>\n\n
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