Every year Dx3 hosts a slate of industry leaders and top digital companies ready to predict, educate and discuss the latest trends in marketing and technology. The Montana Steele team attended to hear from a star-studded list of companies including IBM, Microsoft, Samsung and many more. While there were a variety of diverse opinions during the 2-day conference, these are the key things to look out for in 2017.
The Personalization of Everything
Today’s consumers are used to receiving the results they want, fast; and now consumer habits are moving towards a desire for a personalized shopping experience. Through VR, mobile apps, and other retail technology, marketers are finding new ways to meet consumer desires for personalization.
Valspar, a leading North American paint company recently developed a tool allowing users to upload one of their Pinterest boards into their tool to receive a customized paint palette that matched their aesthetic interests. Users could then take that palette to a store location and purchase the paint.
Valspar’s personalized tool came just in time for market demand, as a recent study showed that 55% of consumers wish to virtually view home furnishings and accessories in their home before making a purchase. In the same study, consumers also expressed their desire for store apps that allowed them to enter their shopping list and receive a map of the store floor showing locations of the products.
For marketers, this means that in order to be memorable, they’ll have to get personal with their potential buyers.
A New Day for Online Search
There is no question that we are turning to the online world to get the majority of our information – particularly when making purchase decisions; but research specialists like Jean-Philippe Romeo of Mediative are noticing key trends emerging in the way users search for information online.
In a recent study, Mediative found that users searching for information on Google now click within an average time of 1.3 seconds. In addition, they found that people are viewing more search listings, but are viewing web pages for less amount of time. This means that companies seeking to communicate particular messages online will have to ensure information is easy and quick to find.
In addition to users searching more online, they’re also buying more online. In fact, Doug Stephens, author of Reengineering Retail: The Future of Selling in a Post-Digital World, notes that there was a 24% growth in e-commerce sales in 2016. Stephens also points out, 60 cents of every dollar spent online goes directly to Amazon.
Marketers are Getting Smart about Influencer Marketing
As the concept of paying regular people with popular YouTube or Instagram channels to promote brands and products began to emerge, marketers often struggled to find a way to create successful strategies built around influencer marketing. Today however, companies like Hashtag Paid are helping marketers realize the benchmarks they should expect from their influencers.
Richard Wong, VP of Marketing at Hashtag Paid shared some of their key data on the results you should expect from influencer marketing. Wong notes that ideally an influencer’s post should receive an engagement rate of 20% of their overall followers – for example, if they have 200,000 followers, their post should receive 40,000 engagements on average. Wong also suggests that the right influencer should have a natural, personal connection to the brand – this helps to create authentic stories, which are more likely to register with social media audiences.
Combined with new data and a pool of successful and unsuccessful examples of influencer marketing, marketers are better able to create result-driven campaign strategies.