Consumers are expecting more transparency and honesty from their brands than ever before. They are also becoming savvier at quickly sniffing out “fluff.” The draw towards authentic marketing is stronger than ever and we see that confirmed in study after study.

One of the best ways to tap into this is to just be yourself! Whether that means as an individual, the faces of the company, or the brand itself, the key is to be genuine in all marketing efforts. Don’t attempt to misrepresent yourself or your brand based on what you think people want to hear. Social media and other platforms give you the perfect stage and create an ideal atmosphere to do this, so take advantage.

Recent studies have also revealed that consumers are motivated by convenience rather than loyalty to a brand. They now expect to be able to talk to or order from a company whenever they want from wherever they are. Plus, it appears that millennials especially prefer text/chat options over more traditional communication options like phone or email.

What does all this mean for you? You should consider having chatbots on your website and social platforms. They may be automated, based on AI, or run by a firm where real people handle the conversations. Regardless of which route you choose, you need to have a way of being constantly “on” so you’re there when consumers want to interact.

Another existing trend that was accelerated last year is user-generated content (UGC). UGC is any content that is created by users of a platform – meaning your potential consumers create the content that inadvertently promotes your brand.

This particular trend creates a great amount of trust as consumers see real people that love your company and products/services. Consider a campaign to encourage every day, real people and customers to upload their own content and interact with your brand on your favorite platforms. You’ll be surprised how quickly you can increase engagement and visibility this way.

When you are creating your own content, you need to make absolutely certain that it is meeting a purpose. As already mentioned, consumers are expecting more and more out of brands’ and companies’ marketing. There is so much content out there, what you produce really needs to meet a need or provide value to capture consumer attention.

One example of this is to consider what your customers constantly ask about or what they need (that is related to your business or industry). Create content around that. Market from the standpoint of their objectives, not those of the company. Instead of “selling,” you are providing the real value which creates brand awareness, trust, and a connection. In time, if nurtured correctly, you can turn this into a paying and repeat customer.

Keeping up on consumer preferences, especially as they relate to digital marketing trends, can be dizzying. It’s easy to get overwhelmed and frankly, as an active business manager or owner, you probably don’t have the time to give this the attention it warrants. That’s where professionals come in!

At Joorney, for example, we offer market research and strategic business plans to help you keep your business on track or prepare for growth. As part of our commitment to our clients, we stay current on such trends so we can give you the best advice and help you ensure success this year and well into the future.