Marketing For A New World

Marketing For A New World

The Role Of Technology In A New World

As I am sure many of you will agree, there has not been a more apt time to discuss this topic as the global pandemic has made the impact of technology on all our lives more relevant than ever before.

Never in a million years did I think that a series about the royal family or a Mexican drug cartel would dominate the main topic of conversation between me and my friends, that I would be forced to stare at my own reflection for hours on end during online meetings or that downward dog would replace my morning latte but here we are in 2021…. if I had 3 words to literally sum up the past year, they would have to be Netflix, Zoom and Namaste!

So while the impact that technology has made on our lives over the last year especially has been pretty dramatic, it has actually been a wave that has been rising really gradually for decades now.

 

The Evolution Of The Internet

Since the birth of the internet in 1983, the online platform has grown exponentially in the last two decades with;

  • 5,053 millions of users worldwide at the end of 2020 compared to just
  • 1, 018 in 2005.

 

The Growth Of Digital Devices

We now use devices that we never even conceived imaginable with;

  • 60% of people using what we now know as the smartphone to connect to the internet,
  • only 16% of people using laptops and portable computers,
  • and just 12 % of people using tablets.

 

The Acceleration Of Digital Channels

Did we ever think that we would be using Google to find out about the latest advancements in orthopedic mattresses for example, (yes that’s what I was bust googling last night) or that we would be using Facebook to look for a local Plumber but these are the tools we use when we want information on buying a product or service with;

  • 89% of consumers begin the buying process with search engines such as google or yahoo and
  • 75% of consumers say they use social media as part of the buying process

 

The Inflation Of Digital Necessity

Did we ever imagine that we would be using the internet to buy simple things like our children’s socks, or to deliver a cooked meal…

Well in Britain last year;

  • over 50% of online goods purchased included shoes, clothing and accessories
  • and over 30% included deliveries for restaurants,fast food or catering.
 

The Rise Of Video

 All this research suggests that buying goods and services online supports the lifestyle of a modern day consumer but what it also suggests is that the modern consumer is now more comfortable and confident in buying online than ever before.

The Impact of Video On The Consumer

This leads me on to one of the biggest impact’s technology has had on our lives as consumers and that is the rising trend of video content!

  • Video is now the number 1 source of information for 66% of people
  • More than 75% of Video comes from mobile devices
  • More video content gets uploaded within 30 days than the major US Television networks have broadcast in 30 years.

 

The Impact Of Video On Businesses

There is also some huge opportunities for businesses in there with

  • 93% of businesses gaining new customers as a direct result of posting branded video content to social media platforms.

 

How Consumer Behavior Has Impacted Technology

I think while it’s important to recognise that technological advancements have been a driver in our lives as consumers, there’s also been a big aspect of consumer behavior driving technology.

In 2018, some of the top consumer trends included the call out culture online spurning the need for brands to be more accountable to their audiences. Similarly, the rise of adaptive entrepreneurs and millennials seeking alternative ways to earn a living has undoubtedly led to an abundance of new and inspirational online goods and services across the globe.

And most recently in 2021, we have the growth of the stay at home economy which has driven the rise of streaming services such as Netflix and Amazon Prime, and the shift towards e-commence platforms such as Amazon. Similarly the sudden stress of the pandemic on all our lives, unarguably made the ‘minding myself mentality’ more relevant than ever before with an increase of online meditation platforms like the App, Calm as well as other wellbeing programmes and lifestyle accessories.

This brings me to the close of my discussion as I summarise the main impact that technology has made on our lives as consumers.

 

The Real Impact Of Technology On The Life Of The Consumer

Technology has given us more ways of researching the information we need through the use of social media and video marketing. It has given us more choice of goods and services, more convenient ways of purchasing and more accessibility to those goods and services we desire.

Technology has created the modern-day consumer, an assertive, empowered and savy shopper in all of us. For businesses, there is increasing challenges to adapt to this new consumer, new technology, new trends, new ways of marketing and selling but if they do it effectively, evidence has proved that there are perhaps more opportunities than ever before. While technology has certainly impacted our lives as consumers, our lives continue to impact on technology as the two feed of each other and create a cycle of new innovations and online consumer experiences as we have seen from the new trends which have emerged in the last number of years.

If there is one thing for sure, the impact of technology will keep advancing our consumers habits however we as human beings and the world we live in today will continue to shape the technology of tomorrow.

 

Bibliography

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Vividfish (2017) ’89% Of Customers Begin Their Buying Process With A Search Engine’ Vividfish [online]. Available at: https://www.vividfish.co.uk/blog/89-of-customers-begin-their-buying-process-with-a-search-engine-source-fleishman-hillard [accessed 6 Apr 2021]

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Brumley, J (2020) ‘Here are the 4 Biggest Consumer Trends to look out for in 2021’ The Motley Fool [online]. Available at: https://www.fool.com/investing/2020/12/13/here-are-the-4-biggest-consumer-trends-to-look-for/#:~:text=%20Here%20Are%20the%204%20Biggest%20Consumer%20Trends,Finally%2C%20most%20major%20brick-and-mortar%20retailersalso%20offer…%20More%20 [accessed 7 Apr 2021]

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How Today’s Beauty Industry Utilises Inbound Marketing

How Today’s Beauty Industry Utilises Inbound Marketing

For the purpose of this report, I have studied the websites of leading beauty brands Dove and Loreal respectively to assess their approach to inbound marketing and compare their different strategies to gain an insight into the type of inbound marketing techniques utilised by some of the world’s most successful beauty brands.

 

Each Organisations Approach To Inbound Marketing

Dove introduces many high-quality content topics positioning itself as an authority on each agenda whilst weaving these amongst their more commercial campaigns. Their content is designed to engage their audience as well as help them stay connected with their customers with plenty of strong cta’s, (call to action) to convert their visitors.

Loreal have adopted a more commercial approach to their content through interactive and augmented reality tools. They also utilise textual content such as tips and trends articles as well as emotive video content using a mix of big personalities in the media to promote their brand mission and ethos.

 

Strengths And Weakness Of The Inbound Marketing Approach Used By Each Organisation

Each of the content topics raised by Dove are highly relevant to today’s media agenda with links to black lives matter, self-care, climate change and the spread of covid 19. They have used these content pieces masterfully in a way to talk about their own brand and drive customer loyalty. The content is driven to be shared across social platforms and uses a variety of photography, graphics and info-graphics as well as interactive tools such as tests and quizzes to attract and delight the customer. Their content works hard to capture the details of their customers by providing gated content pieces as well as regular calls to sign up/ register/ download, login and explore more as well as using relevant hashtags to keep their topics of conversations going after the visitor leaves the site.

Among its many strengths, one of the strategy’s biggest weaknesses is its lack of video content. Considering that much of their content is textual, supported by a degree of visuals, it can make their content quite cumbersome for today’s audience who heavily rely on visual aids and video to tell a story.

Loreal skillfully promote their products by using a variety of complimentary interactive tools such as their augmented reality try on hair customizer as well as match my shade make-up tool. They target a cross section of markets, young and old, from a variety of ethnic backgrounds through a mix of models and celebrities throughout their photography and imagery. Their strengths lie in the digestible focus of their content and their use of video to bring their brand to life.

I believe Loreal’s main inbound marketing weakness lies in their lack of drive to stay connected with their customer. They do not promote sharing of their content to users and there are limited ways to stay connected with the brand through newsletters, blogs or socials channels.

Their main cta’s are try on/ buy which drive short term results with little emphasis on signing up/ registering or downloading which are designed to drive customer loyalty in the long-term.   

 

Which Organisation Was Best At Inbound Marketing And Why?

Whilst both brands seek to engage delight and convert their consumers through their use of inbound marketing, undoubtedly Dove was better at providing a more strategic inbound marketing approach. They have invested time and research into building their audience personas and are dedicated to creating and delivering tailored content directly to each of these in an aim to convert them to loyal customers.

They provide content that hits a variety of topics widening their market reach by providing more opportunities for various markets to engage with their content. They then create a range of ways for these personas to stay in touch with them through newsletters as well as other social media hashtags to keep in touch with the brand.  They have created a tiered segmented content strategy with different newsletters aimed towards different target markets as well as further entry points at which niche markets can engage with them through their various campaigns.

This approach will undoubtedly allow them to funnel their audiences and keep delighting them with relevant news, products and content as well as providing Dove with a way in which to measure and monitor their efforts.

 

Examples Of How Each Organisation Could Improve Their Inbound Marketing

Dove may improve their inbound marketing strategy with the addition of more video to maximise the high-quality content topics they have created and make their content more digestible and shareable.

Loreal could improve their inbound marketing efforts by aiming to promote their message across their social channels and provide more strategic cta’s and hashtags to keep the conversations going. They may also improve the visibility of their articles to support the sale of some of their products (as well as invest in more original content) thus improving the customer journey, creating brand credibility and balancing their use of promotional and non-promotional tactics.