2018數位行銷趨勢你抓住了嗎?6個重點讓你不再迷失方向!

2018數位行銷AR情境運用,IKEA用AR幫助使用者選擇他們適合的傢俱

跨際數位行銷最新知識,數位行銷今年大家都在討論什麼,過著過著今年也過了一半,有什麼未來的趨勢我們也該多注意呢? 讓我們一起來瞭解吧!

1. 更多的擴增實境體驗(AR)

今年各家國際品牌都開始把注意力轉移到AR的使用情境上,透過AR的技術,讓消費者能夠在他們習慣的環境下,體驗產品的優勢與特色,幫助消費者更有效率的選出適合自己的產品,像是IKEA就讓他們的椅子能夠直接讓顧客“試擺”在家裏,不用到買了以還才突然驚覺這個椅子跟家裡的環境格格不入,是不是很方便呢。

數位行銷AR情境運用,2018年IKEA用AR幫助使用者選擇他們適合的傢俱

2.原生廣告(Native Ads)

原生廣告暨上年來持續維持強勁的成長力道,根據NAI(原生廣告協會)預測,原生廣告將在2018年正式超越一般數位廣告,登上龍頭寶座。而根據Business Insider期望,原生廣告將於2021年突破紀錄將佔全美74%的廣告金額(相較於2016年只佔56%),其實從目前社群媒體中蓬勃發展的內容形式來看,原生廣告在未來的高度發展是可以預期的。當明年在編列預算的時候,或許可以將原生廣告考慮進去喔!

3.手機影音(Mobile Video)

手機影音不管對內容創作者或是廣告商來說,無疑是這幾年最夯的流行趨勢(由如雨後春筍冒出的Youtuber就可以看出) 不過不同的是,今年社群平台大佬Facebook所推出的即時串流影音“Stories”獲得高度關注與成功,更有研究報告指出,從2019年開始,影音更會佔據全世界網路80%以上的流量,所以不要遲疑,拿起你的手機,開始拍攝吧!如果想要更好的品質,其實目前在台灣也有很多數位行銷公司提供不錯的影音品質,而且合理的價格。

影片行銷可以幫助品牌傳遞有價值的內容,尤其是手機與平板的影音瀏覽量更超過PC許多

4.使用者原生內容(UGC)

現今顧客可能不太相信品牌所喊出來的口號,但是對於曾經使用過你們產品的人所做出的評論,倒是挺願意相信的。 你有沒有注意到哪個粉絲最長跟你互動?(在粉絲團內的同事與親友不算),又或是發現哪幾個部落客/粉絲團主的客群跟你們所想要鎖定的顧客非常相近? 將你們的產品寄給他們試用吧,並且邀請他們在試用完後如果覺得好用的話,花點時間幫你寫一篇介紹文分享給他周遭的人。 相信不管他們的流量高低或是有不有名,都比業主自己空喊的口號來得要有說服力。如果自己真的太忙,也可以考慮找行銷公司代操(可參考跨際數位行銷的網頁)

5.數據化個人行銷持續發酵

以數據為趨動的個人化行銷漸漸變得越來越重要,在對的時間與對的地點,透過客製化的內容對顧客溝通你的產品優勢,放過那些本來就不屬於你的顧客們吧~ 身為行銷人你應該要知道”if you try to sell to everyone you end up selling to no one”

 

6.情感行銷 當產品超越了本身的功能,代表的不再只是一間公司,而是體現著顧客Who they are的時候,就超越了CP值的藩籬,雖然情感與故事行銷不是什麼多麼創新的手法,但是如果能夠呼應現下大家關心的議題,往往還是能夠發揮出超出預期的威力。 像當Nike就拍攝了一支影片,內容提到了大家最關心的政治/兩性/騷擾問題,並且巧妙的與他們的品牌精神做串連,順利的在市場上引起一波注意與風潮。

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