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Upcoming Marketing Trends in 2018


Every year marketing experts take to new heights to surprise and excite our target audiences. As our audiences grow to be more knowledgeable, exposed to exciting advertisements and punchlines, marketeers start looking at different ways to penetrate into the hearts and minds of these potential customers. Like how Blade Runner 2019 was too ahead of its time and flopped, marketeers need to be careful at crafting messages.

In 2017, we see the peak of Influencer Marketing. In 2018, here are a few marketing trends we foresee will be taking over the advertising world --

#1 - Reality Video Marketing

We know videos are powerful tools, but not every expensively produced video made the mark and is as effective as we hoped it to be. Malaysian TV commercial guru Yasmin Ahmad started the trend of emotional and sentimental commercials with Petronas and Maxis some years back, and most advertising agencies are still following in her footsteps. Unfortunately, the audience is getting immune over sentimental videos and prefer watching real content produced by real time.

Documentary-style videos are catching up, just like how Taylor's University College is filming real-life student experiences in the campus,

and Maxis' effort to provide telecommunication services in rural areas.

In short, documenting real moments and experiences are much more powerful than straightforward commercials. These videos have the ability to excite, inspire and trigger an emotional response that will bring the brand closer to its target audience.

#2 - Personalized User Journey

Especially when working in a B2C environment, customer relationship management is key to retaining customer loyalty and extending customer lifetime value. While marketers are experienced at projecting a healthy image, and creating awareness for the brand, little details such as enriching a user's journey are crucial to delighting the customers in the smallest way possible.

This illustration by Alfredo Muccino tells a detailed story on what it means to personalise a user's journey:

Respecting and acknowledging customers at every point do not seem an outrageous waste of time anymore. Emails or messages such as greetings, abandoned cart, confirmation of order, order details, support emails are now assurances which customers crave for. Merchants without a strong email marketing system often find themselves getting multiple emails from different customers with the same inquiries, eg. delivery timeline, order confirmation, feedback, etc.

Personalising that user journey also means knowing what your customers are interested in from analyzing their profile with Google Analytics. A general overview of your customers' demographic profile will be able to inform you if the communication style you are currently employing is winning customer engagements.

#3 - Augmented and Virtual Reality

Though the craze of PokemonGo has died down this year, the growing popularity of Augmented Reality and Virtual Reality is indisputable. Property developers are incorporating virtual reality into their sales strategy, where they "invite" prospects into their virtual show houses. Mah Sing's signature developments - D'sara Sentral and M City have adopted the use of VR and partnered up with iProperty.com to bring the floor plan to life in property shows. This way customers don't have to travel to the showhouse for a viewing!

Here's a video from VRLab showcasing its technologies and how it can revolutionize the property industry:

While AR and VR still have a long way to go in perfecting "reality" and technologies, the signs are promising as to its marketing effectiveness. Fashion retailers are considering VR to have their customers "try on" the clothes from wherever they are, whereas major retailers are looking at having customers "shop" at their virtual store, physically bringing products into a virtual trolley.

As technology stops for no one and continues to march forward without a care, and more Millennials coming of age, thus becoming the most targeted market, marketeers need to do better at adapting to new marketing trends. Brands who are slow at embracing innovation will find themselves falling behind very soon.

We understand that times are changing and it is difficult to catch up to new marketing tools, no frets - we are here to help. Outsourcing your marketing department to experts will instantly bring you a wealth of expertise and knowledge, and in the long run, save you time and money on employee training and recruitment.


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