Future Trends & Techniques
Future trends help marketers be prepared and updated with the latest technological improvements or strategies so that campaigns remain relevant and effective to its target audiences. An emerging trend is the importance and integration of ethics in digital marketing of a product or service. More people are caring about where a company’s products are sourced or manufactured from, the ingredients, how its packaged and testing practices whether it aligns with their beliefs and values (Brenner, 2021). For example, the appearance of the bunny ‘cruelty-free’ logo on beauty packaging is considering factor whether a brand will be supported or boycotted by the buyer. Looking ahead, brands and companies may opt to incorporate ethical marketing like cruelty-free classifications in their digital content campaigns rather than depending on the physical packaging or assumption that buyers will do their own research to display the corporate’s own awareness of “social responsibility and sustainability” (Wang, 2021) as well as build trust and loyalty with their customers. Another emerging trend is the integration of AR (augmented reality) and AI (artificial intelligence) technologies in digital marketing to personalise buying experiences of their target audiences (Tatti, n.d.) or allow technological advancement to complete implausible tasks. An example of this would be an augmented reality “try on” (Gutierrez, 2021) feature for fashion and beauty brands where potential buyers can test or try on items using their devices; allowing online or e-commerce exclusive businesses to provide this service to provide buying assurance. As of now, only big corporations have integrated AR and AI technologies in their campaigns and/or websites and as it normalises it may be more accessible to smaller businesses. This movement will heighten competition in the context of providing the best personalised buying experience. An instant ad recommendation of lipstick shade or lash style that is personalised to each viewer by purchase history detection through artificial intelligence may be the next advancement that will become an instant digital marketing game-changer.
References:
Brenner, M. (2021). 21 Marketing Trends You Need To Know For 2022. Marketing Insider Group. https://marketinginsidergroup.com/marketing-strategy/marketing-trends/
Gutierrez, E. (2021). The Future of Health and Beauty Marketing. Future of Marketing. https://futureofmarketing.tintup.com/the-future-of-health-and-beauty-marketing/
Tatti, E. (n.d.) Is artificial intelligence the future of content marketing?. Hardie Grant Media. https://www.hardiegrant.com/au/media/blog/is-artificial-intelligence-the-future-of-content-marketing
Wang, X. (2021). Ethical Marketing Helps Brands Differentiate and Build Trust. Forrester. https://www.forrester.com/blogs/ethical-marketing-helps-brands-differentiate-and-build-trust/
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