Videos Marketing
Recent studies have shown that more than 100 million video hours are shown every day on Facebook. On the other hand, YouTube has more than a billion active users. In short, the video format continues to play an increasingly important role and all firms are progressively including it into their trading strategies.
By 2020, users are estimated to have an average of 84 minutes of daily video. Currently, big platforms such as Facebook and Instagram broadcast videos in streaming, passing on confidence and closeness, with an increased popularity and engagement of each of the brands as a result of their virtualization.
According to data from Forbes, 90% of consumers say that videos have an important impact on their final purchase decision and that viewing their dates–demand increases to nearly double their chances of finally hiring a product or service.
Mindful Marketing
The concept of Mindful Marketing arises from the change in how big brands or businesses communicate with consumers, and this shift involves adopting a new people-centred marketing model.
From a digital marketing perspective, knowing what consumers think and wish in advance is crucial to the development of the business. In this information age, and thanks to the Big Data, companies can register and analyse data for subsequent customer-oriented use by integrating their performance statistics and consumer habits.
The key factor today is client knowledge and an enterprise-focused culture is currently being put into place. The consumer habits tend to be individual and true, so brands have to adapt to new trends so that they can provide that sense of exclusivity.
That trend means leaving behind the massive one-way communication of brands to users, as the impact of a personal and direct interaction is far greater. Moreover, contipative marketing gain relevance, that is, time and immediacy come into play and the use of instant messaging and chatbots are increasingly common with companies.
On the other hand, we have to highlight the opportunity that the knowledge of our customers will give us to take advantage of the micromoments and to be able to anticipate their needs. Currently, we have the necessary tools to search for information about any questions or problems and so to advance these searches and be present with the right and necessary information is the first step to establishing a good relationship with users.
Finally, if we look more deeply at the concept of Mindful Marketing, we note that, as well as put consumers at the centre of their strategy, social and environmental challenges become important, that is, new generations are well aware of the responsibility that big brands have about these issues and they are expecting social commitment from them.
Consumer Generated Content
As discussed earlier, marketing is increasingly focused on the client, customizing interactions and establishing a more direct relationship. On the other hand, advertising as currently known has been less and less impact on consumer purchase decision as per Forbes data.
A new concept emerges from these changes: Consumer Generated Content, which relies mainly on how the client or consumer generates the content to advertise it through the multiple digital tools. The contents are thus shared and expanded among the market niche to which the user belongs and branded.
According to a Nielsen study, “92% of consumers have more confidence in other users’ views than advertising brands.” That new form of advertising was an advantage to companies as it represented a saving of time and money as well as an upward trend.
That type of advertising generated by users can normally be found in comments, ratings or ratings of customers after consuming the product or service and, as mentioned earlier, also adds the video format and recommendations of the influencers. In this sense, each user becomes regarded as a microinfluencer that will generate brand notoriety among his followers and so companies themselves have to put their commitment to generating unique experiences for each client.
To sum up, there’s nothing more important than knowing customers’ habits and conduct, so that you can offer a custom treatment at the time of creating relationships and believing.
Not all today’s brands have this customer-focused culture, however, some well-known as Apple are always up to date with market changes and are constantly adapting.
Based on these Digital Marketing 2020 trends, brands or companies should consider defining their own identity, values and philosophy so that they can focus on generating unique experiences for customers, as these are what they will talk about for them.
That’s why at CREActiVTAT we work to define and consolidate our customers’ corporate identity and digital marketing strategies from Barcelona, helping them to establish a direct relationship with their target public and to transmit their brand philosophy, their values and to increase sales through digital means.
Óscar González and Oscar Calamita Marketing Department