Outsource2Us unpacks the top digital consumer trends of 2022 and what they mean for your business.
Outsource2Us has unpacked a recent study by Cheetah Digital that surveyed over 5,000 global consumers (including Australians) and have pulled out the key trends you need to know.
Email still beats banner ads, social media ads, organic posts, and SMS by up to 108%.
Email marketing has always been one of the most effective channels for driving sales, particularly due to its ability to provide a personalised experience for consumers. In fact, half of consumers reported that they purchased a product directly from an email they received in the last twelve months.
Because of how effective email marketing is, every business can and should strive to send their customers regular communications. Keeping in mind, however, that the effectiveness of email marketing lies in making sure that the content you send is valuable to your customers. You certainly don’t want to flood their inboxes with fluff for the sake of keeping it regular!
A great way to do this is to send out monthly newsletters with updates on your business and/or industry news, making sure the content is tailored to the recipients and if possible segmenting the database to make the content even more relevant. That way, you can keep your customers engaged while providing content that relates directly with your products or services AND importantly engages with the audience. We understand that, sometimes, coming up with the idea and the content is the hardest part. Outsource2Us has a team of copywriters to make email marketing as easy as possible.
Loyalty programs are maturing, with customers now wanting more contests and exclusive access.
Customers will no longer sign up to a mailing list or follow your business on social media “just because”; they want something in return. Customers now expect loyalty programs to be tailored to them, containing contests and sweepstakes, exclusive access and content, and personalised product recommendations.
In our experience, social media-based competitions are a great way to connect with your social audience. You can use them to get reach new people and get new followers, interact with your current followers and give them an incentive to continue to buy from you.
However, it’s all about finding the right competition and the right prize for both your brand and your target market.
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Brand loyalty is on the rise, with 57% of consumers prepared to spend more when buying from their preferred brand.
But this loyalty comes with strings attached. Now more than ever, it’s important for businesses to really understand their customers to be able to ensure that there is value alignment. Personalising content is the best way to go about this.
Again, make sure that you’re conscious of how often you’re interacting with your customers. Finding the balance in your communications is key as you don’t want to put them off by appearing in their inboxes or phones too often with information that isn’t interesting or valuable. Remember, quality over quantity always!
Consumers are becoming more aware of how their data is being used and are recognising “creepy” marketing tactics.
Most consumers will readily trade personal data for personalised content and offers; however, they are only comfortable with brands using data that they have explicitly shared with them. Consumers feel that targeted ads that rely on location data, retargeted ads from tracking cookies, or ads based on things discussed near a smart device are among the “creepiest”.
You may have heard about Google and Apple’s continual bid to give consumers more control over the amount of data apps can access.
For businesses, this means that it is becoming increasingly challenging to use digital advertising activities effectively. That’s why it’s more important than ever to rely on an experienced digital marketing agency, like Outsource2Us.
Incognito browsing has risen by 50% now that consumers have grown more conscious about their browsing and privacy.
Privacy regulations are sweeping the globe, and people continue to be fearful of data breaches. Along with incognito browsing, we have seen increases of 48% in the use of a PC cleaner, 40% in password generators, 37% in ad blocking tech, and 31% in password managers.
Because of these privacy regulators, it’s getting harder and harder to track consumers and their online activities. Tools such as Google Analytics and Facebook Advertising are becoming less trustworthy than they once were. For example, because incognito browsing does not track cookies or caches, the ‘new users’ to your website each month shown by Google Analytics may not be an accurate representation of the number of people that are visiting your website for the first time.
