As technology improves and customer demand increases, it is essential that businesses do all they can to stay relevant. One study found that micro-influencers generated nearly three times the amount of engagement than accounts with 500,000+ followers. Live video streaming has become more of a production these days in order to keep audiences interested. If you are a B2B company, a live video webinar is a fantastic platform to get audiences to participate with the add-on features that many hosting services provide. Including features like these makes a live video stream far more interactive and exciting for viewers, which means better engagement rates, and ultimately, better conversions. When customers engage with a business through live chat, they are 4.5 times more likely to make a purchase and far more likely to become a loyal customer. This resulted in 3 times higher online conversion rates. With tools like social media and the popularity of real brand experiences, customers are able to connect with businesses and other like-minded people in ways that were never before possible. Conclusion Not every new idea or tactic is a fit for every business; however, there is something that companies can take away from each trend to improve their results. With over 10 years of experience in the Technology and Digital Marketing industry, Manish is passionate about helping online businesses to take their branding to the next level.
Trends in digital marketing come and go, and it’s easy to dismiss some that appear to be fleeting. However, in today’s fast-paced marketing landscape, many of these trends are simply setting the stage for the future. As technology improves and customer demand increases, it is essential that businesses do all they can to stay relevant.
Missing out on an up-and-coming trend or being late to the party, so to speak, can be detrimental to a company trying to grow. However, getting sidetracked by each new shiny tactic that comes along could result in a disorganized and ineffective strategy that goes nowhere.
Let’s discuss the latest trends in the digital marketing world and the exact reasons why marketing teams should be paying attention to them.
1. The growth of the Micro-Influencer
Judging by the numbers alone, influencer marketing is one of the most powerful tools that a brand can utilize. It is not only one of the most trusted forms of advertising, but it also generates double the engagement that typical branded content does.
Well-known influencer names these days also demand a big paycheck, but that does not necessarily guarantee high returns for you. Take weight-loss supplement Fit Tea as an example. It is featured frequently on the Kardashians’ Instagram pages. This family has famously been dubbed Instagram royalty, so promotion like this should ideally be super profitable; except for the fact that each post can cost about $500,000. In regards to Fit Tea, the product itself only has a three-star rating on Amazon due to its unsupported health claims – a rating that deters many customers. This just goes to show that while large audience exposure matters, it may not necessarily be beneficial for a brand promotion.
Micro-influencers have smaller followings (the numbers can be anywhere between 2,000 to 100,000), but their engagement numbers are typically much higher than large accounts. One study found that micro-influencers generated nearly three times the amount of engagement than accounts with 500,000+ followers.
The true benefit of the micro-influencer is their authority within a specific niche. They generally have a certain topic of expertise that their content revolves around. Their followers are highly invested in what they have to say, and 40% of social media users report that they have bought something because of an influencer’s promotion.
Brands that want to connect with these micro-influencers must have a firm grasp on their own audience base, as well as the influencer’s. Since the demographics and interests are so specific, using analytical tools is a must. Systems like Traakr and Upfluence gather loads of data from social media influencers to break down their exact audience demographics to help marketers identify the best accounts to partner with.
With the help of these tools, brands can not only determine which influencers have the strongest pull in their industry but also which ones have the greatest amount of audience overlap.
2. Live video
Live video streaming now makes up 66% of all internet usage, and that number is expected to jump to about 80% in just a few years. While many brands have hopped on the live streaming train because of its amazing results in terms of engagement, it is no longer enough to simply hold up your iPhone and share your thoughts as your audience watches on. The quality of the video and its message is the most important factor for the majority of watchers, and if the video is not up to their standards, they will likely stop watching.
Live video streaming has become more of a production these days in order to keep audiences interested. The best way to increase viewers and prolong watch times is by including opportunities for engagement and interaction. If you are a B2B company, a live video webinar is a fantastic platform to get audiences to participate with the add-on features that many hosting services provide.
According to ON24’s Webinar Benchmarks report, the tactics that drove the highest engagement rates were live Q&A sessions, offering resource lists, and including an integrated social media experience. These interactive features allow people to participate in the production by sharing their opinions, asking questions, or even voting during live polls.