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Making your brand visible is not as easy as it seems in a world where there are increasing technological innovations and decreasing attention span. People are acclimatized to quick infotainment that is highly personalized and cut short of unnecessary extras. Corporates have to reach their target audience past these filters and make a sustainable impression on their minds. To do so, corporate publishing and communications have to be polished and presented. The following are digital trends that corporates have followed to make their brands future safe.
Mobile phones have become the primary devices that people use to communicate and access the content. A report by TNW states that 92% of worldwide internet users use mobile devices to browse the web. Information is now portable and available anywhere to utilize. Mobile optimization brings traffic to the company’s website. Another way to make use of this fact is by creating a client-friendly native application that the client can personalize. The company can also improve through the feedback they receive. Passing information through mobile-friendly apps or sites is a better approach than sending snail mails, e-mails or arranging meetings.
Influencers are called so for a reason. When a personality who is familiar to the target audience endorses a brand, the reach is better and it shows in the productivity. Brand awareness is created and many are likely to swipe for more information from the ‘stories’ rather than read an article or ad on their page. Instagram, Facebook, LinkedIn sites are good tools for marketing.
Videos are the main attractions on a website. They make lengthy content exciting. Humans, by nature, are attracted to things that move. So videos have a place of their own in corporate publishing. According to Cisco, by 2021, 82% of internet traffic will be video traffic, so it is better to capitalize on the trend immediately. Reading the information in small handheld devices is difficult but the same information in a video works on every screen.
Podcasts are one of the most hyped content in recent times. It is predicted that US podcasting market would hit $1 billion in 2020. The main advantage of podcasts is that they can be conveniently shared across multiple channels. People need not devote their time to listen to podcasts as they can listen and pay attention to the information as they commute, cook or clean. Usage of aural content is growing alongside language processing and voice control technologies which paves the way to new approaches to engage and communicate with clients.
While corporate companies are continuously working on SEO, it is high time they sort after artificial intelligence if they have not started already.
Techgrabyte states AI to be “the biggest commercial opportunity for industries and nations over the next few decades. AI latecomers will find themselves at a serious competitive disadvantage within the next several years.”
AI has a successful record of building audience engagement and also pulls the website to a higher ranking in search engines. Content can be published on social platforms based on the target audience and recent trends and can be managed from time to time using AI. AI assistance plays a crucial role in making the published content accessible and available in a personalized, simple way. It can be used to save time and resources through digital marketing automation and help in developing a more effective marketing strategy.
Chatbots or virtual assistants are often integrated with websites for efficient interaction with the user and personalization. AI-powered chatbots are engagement tools that offer support 24×7 and allows brands to streamline their customer service. Natural Language Generation (NLG) is an AI dominant area that will continue into future content marketing strategies. NLG uses algorithms that convert data into human-like language.
Augmented reality takes images that users perceive and combine it with digital elements. Many brands already use AR to give their customers an idea of how the product would be. Beauty brands like Sephora and lens manufacturers use phone cameras to let the users try their products virtually. Swedish home and lifestyle brand IKEA and Asian paints allow customers to see how their furniture or paint will look in their homes.
“Research has shown that trust among government is down, and more people are looking to their workplace and brands that emulate their personality and beliefs to drive change. For brands, it’s an opportunity to demonstrate their cultural relevance,” says Meghann Craig, Empower for Forbes.
Brands have become a reflection of individual identities and it is in their best interest that they are urged to participate in social causes. This also aids in microtargeting a particular niche audience.
The collaboration of corporate giants with local talents gives rise to authentic products and helps the brands lift their spell of stagnation. It also sends a message to the clients that the brand is supportive of all talents alike and that there is always space for innovations.
Whichever trends a company follows, content is key. Clients expect transparency and authenticity in all the content they receive and it is subjected to scrutiny. Authenticity creates trust and loyalty that boosts brand growth. When a brand becomes reliable, its name catches on bringing in a chunk of traffic.
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- https://www.forbes.com/sites/forbescommunicationscouncil/2019/09/09/get-ready-for-these- 13-communications-industry-trends-in-2020/#da669291c2f5