Marking, like any industry, has trends that come and go. Brands that don’t pay attention to marketing trends risk a loss in profits and alienating their target audience. As 2022 approaches its end, consumers are starting to get turned off by certain marketing tactics that have been in use for the past few years. Here are a few marketing trends consumers aren’t responding to that you should reconsider moving forward.
Lavish Influencer Events
With the rise in social media as a marketing tool came influencers. Love them or hate them, influencers are a powerful tool that brands can use. For the past few years, businesses have been embracing the power of influencers by throwing expensive events for them to attend and promote.
With a recession looming and inflation on the rise, though, consumers are starting to look at these lavish events unfavorably. From a consumer perspective, they’re seeing brands spend a lot of money on events for a very limited group of people while also raising the prices of their products and services for the average consumer.
Moving forward, brands should embrace smaller events or even try throwing events that include the public.
Abundance of Ads
Digital advertising isn’t a new practice. For decades now, businesses have been capitalizing on the time consumers spend online by running ads on websites, search engines, and social media. Today it’s less flashing side banners and more sleek social ads.
However, now that digital ads are easily accessible for all businesses, large and small, consumers are starting to feel overwhelmed. The digital ad landscape has become so over-saturated that consumers have just begun to ignore them, or worse, turn against brands that they feel are drowning their feed in them.
Digital ads still have a great ROI for businesses, but brands should consider being more creative about them so that they don’t get lost in the shuffle.
The aesthetic influencer no longer has the power they once did. Thanks to the numerous algorithmic changes Meta has been making to Instagram and changing user behavior, people whose entire job is to influence are no longer the reigning kings.
Consumers no longer want to follow mommy-bloggers who post out-of-touch advice or lifestyle influencers who have heavily curated feeds. The rise of TikTok means consumers are embracing messy, everyday people and love how grounded creators with 9-5 jobs are.
Brands should start partnering with creators that are still connected to the real world with normal jobs, and that embrace the chaotic messiness that is popular right now.
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