12 Dec Past Marketing Trends: Where Are They Now?
As I was writing my annual blog post about marketing trends that are most relevant to small businesses, I began to wonder about predictions from years past. Which past marketing trends evolved from a trend to a best practice, and which ones disappeared?
I opened up my articles from the last five years, and here’s what I found.
6 past marketing trends that are hotter than ever
All these past marketing trends are here to stay – and they will continue to change the way we approach marketing.
1. Artificial Intelligence (AI)
AI is being used in numerous areas of marketing, but it’s especially big in digital advertising. Programmatic advertising uses algorithms to analyze a user’s behavior and serve up ads they may be most interested in.
This benefits you the small business owner. If you invest in digital advertising, you are more likely to reach prospects.
2. Hyper Personal Marketing
People expect to receive marketing messages tailored to them, and they will tune you out if you don’t deliver.
Marketo found that 79% of consumers will only take advantage of a brand’s offer when it is personalized to reflect their previous engagements with the brand.
3. Voice Search
A whopping 50% of all searches will be voice searches by 2020 (comScore). Once we hit 2019 in a couple of weeks, we will be one year out from that prediction. Work with an SEO expert to ensure your website and content is findable via voice search.
Live video is eating the Internet. According to Vimeo, 82% of viewers prefer live video to social media posts, and 80% prefer live video to reading a blog. So start using video in your marketing.
5. Ephemeral Content
You know ephemeral content is here to stay when Mark Zuckerberg says this about Facebook Stories:
“I just think that this is the future,” Zuckerberg said. “People want to share in ways that don’t stick around permanently, and I want to be sure that we fully embrace this.”
6. Influencer Marketing
Influencer marketing has shifted a little bit. Instead of using celebrities, brands are seeing a bigger ROI from non-celebrities and niche bloggers. But otherwise, it still pays off: 49% of people say they rely on recommendations from influencers when making purchase decisions.
6 past marketing trends #fails
OK, so these past marketing trends aren’t exactly fails, but they are definitely no longer relevant.
1. Short Content
Short content has been shoved out of the way in favor of bite-size content. Forget asking someone for three minutes of their time. You’ll likely only get three seconds.
2. Twitter Chats
I don’t know what’s going on at Twitter, but we’ve seen a huge drop off in Twitter chats this year. Last year I wrote:
“Twitter is the only social media platform that lets you easily have conversations in real-time. Just like podcasts suddenly took off two years ago, I think Twitter chats will skyrocket in popularity in 2018.”
I was wrong. Twitter chats are dead.
3. LinkedIn Company Pages
In 2017, I wrote that if you want people to engage with your LinkedIn company page, put in extra effort.
No one engages with company pages, but people do look at company pages to see if you’re legitimate or not. So keep your page updated, but don’t pour resources into it.
In 2014, I wrote: “So many people gleefully predicted the death of Google+ this year, but it won’t die. It’ll just be what it is now – another place to share your blog posts to feed the Google search engine beast.”
Instead, it lived on, and it died in 2018. RIP, Google+.
5. Virtual Reality (VR)
Two years ago, I said the cost of “producing a VR experience will continue to shrink. Pretty soon, small businesses will need to jump on board and use it for marketing or risk being left behind.
We are not there yet. Until in-home entertainment (network and streaming shows and movies) embraces VR, consumers do not need to use it … which means costs won’t come down … which means small businesses won’t be using it either.
In 2014, a new social media network called Ello popped up. It was positioned as the “anti-Facebook” and thus a hipster-haven. Because it was by invite-only, people speculated about when it would go public. I thought it would become a major player in the social media landscape.
Instead, it became a very niche social network for artists (so it’s basically an online art gallery).
What’s coming in 2019?
These are the marketing trends I think we’ll talking about the most.
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