Marketing of low cost. It is important to mention

Marketing
is a form of communicating with consumers to sell them a product or service. It
requires identifying the targeting consumers, understanding their needs and
wants, creating products or services that meet their expectations, satisfying
the consumers better than the competitors, and earning a profit. Marketing is
of man’s oldest activities and is still considered the most recent of business
discipline. Ever since people have had something to sell. They lived in small
groups and used word-of-mouth type of marketing, where a satisfied customer
recommends a service/good to a prospective customer. After the rise of
technology, the methods and tools used to communicate with and reach the
customers have been changing and developing, and perceiving marketers to move
in a particular direction, this is called marketing trends. Marketers used outbound
marketing that attempt to push out the same sales message to everyone without
any personalization through several trends, such as billboards, radio and
television ads, Yellow Pages, trade shows and direct mail. In 1990 the digital
marketing era started through using digital technologies, mainly on the
Internet, including mobile phones, display advertising, and other digital
medium. The Internet has connected the global marketplace more than ever
before. Today, even small companies should reach customers all over the world
and expand globally, or they may face local competition from foreign companies.
Till today, the digital marketing is evolving rapidly which made the outbound
marketing unable to stand out alone. It became inefficient due to its high
cost, difficulty in tracking the return on investment (ROI), and the
availability of blocking techniques (Reject list, Spam filters, etc.). Therefore,
marketers are now more likely to use the inbound marketing that rely on the use
of the Internet and include variety of channels such as content marketing,
online videos, and social media, to reach the minds and hearts of their
customers so they interact freely with the ads. Inbound marketing increases
brand awareness, creates qualified local and global leads, and improves
customer experience and relationship with the brand, as it is of low cost. It
is important to mention that the number of people using smart phones will reach
2.5 billion in 2019, whereas there are around 3 billion active social media
users around the world. Therefore, successful marketers are those who will
analyze and use the marketing trends that will set their companies up for success
globally, increase customers’ engagement, and gain an edge over their
competitors. Today’s major inbound marketing trends that marketers should
benefit from are videos, marketing influencers, Virtual Reality (VR) and
Augmented Reality (AR), E-commerce, personalized marketing and Artificial
Intelligence (AI).

 

Livestreaming
and 360-Degree Video are on the top of the marketing trends. Livestreaming is
broadcasting a live video of an event or activity over the Internet where it
can reach a high number of viewers all over the world. Viewers are able to
interact through messages, likes, comments, etc. Facebook, Instagram, &
YouTube are considered major players in this field. Audience prefer visual
content more than written content and interact more when they live the moment.
Today, many brands are using livestreaming video to build trust with their
audience, and increase engagement through opening the door to live feedback
(questions, comments, likes, etc.). Buzzfeed, the digital media company which
delivers news and entertainment for people, streamed a 45 min live video on
Facebook of two people trying to blew up a watermelon by using rubber bands. The
video attracted 807k viewers while 315k commented on the video. Although
Buzzfeed has no product or service to sell and the video had ridiculous
premise, they were able to stimulate people’s curiosity. Another example of
brands using livestreaming is Dunkin Donuts. They streamed a live video from
their test kitchen before Valentines Day showing them constructing donuts
wedding cake. The video has 46k views, 41k likes, 1.4k comments, and 522
shares. In addition to livestreaming, there is the 360-degree video. It is
about recording a video in every direction using special cameras. During the
playback, viewers can view any direction they choose like a panorama. Through
360-degree videos, brands can put audience inside the experience, so they feel
it for real. According to Jon Mowat, the award winning content creator and
video strategy expert who is the Managing Director at Hurricane Media, it is
time to add the 360-degree content to the brand’s video strategy because it
combines two routes into immersion and engagement. It is effective because
viewers influence what they see and can take direct control of the point of
view. For example, Thomson Holidays a UK-based travel operator used a
360-degree video to capture the Iceland’s aurora borealis where the viewers see
different parts of the sky, as if they are seeing it in-person. They paired the
video with a hashtag (#TravelTuesday) and added a link to their website so that
interested travelers are able to book their vacation. The video gained 438K
views, 4,600 likes, and 1,500 comments. Also, Samsung took viewers on a
snowboarding adventure through the 360-degree video, which showed the potential
of Samsung products by offering an immersive experience. The video reached over
800K views. 

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