Virtual reality has been around a while now and in recent years the technology has had a revival. VR was on the lips of everyone in the marketing industry. Although VR has become big business in the gaming world, it hasn't moved as far forward as expected in marketing. We discuss why VR and immersive marketing are now ready to really take off!
Not enough brands focus their efforts on trying to truly understand their audience. However, we're seeing a welcome shift in the marketing industry towards putting customers first. Consumers want brands to be authentic, to focus on their needs and to understand them as individuals. One way to do this, is to look at the diversity around your brand and how you can use that information to communicate with relevance and purpose.
Whilst some marketers are still understanding how to truly engage with millennials, many retailers have shifted their focus to targeting "Generation Z" – consumers between the ages of 15 to 24. Those within this young demographic are now so highly influenced by social media and smartphones, retailers put a large emphasis on getting into their psyche and delivering instantly-engaging content and creating an experience that really connects with them.
At Enchant, we often talk about the importance of getting into the mind of the customer when planning digital marketing strategies. As a lifecycle marketing agency, our focus is always on customer needs, behaviours and desires. In order to align your business goals with customer needs, marketers must tap into the customer psyche to maximise the potential for conversions.
In late 2014, PruHealth and PruProtect went through a large-scale rebranding, with parent company Discovery launching the Vitality brand. The rebrand has been a huge success story. Vitality has changed customer perceptions and become hugely influential, due a progressive approach to marketing health and life insurance.
There has been a sharp rise in the use of storytelling marketing by brands in recent years. Despite sounding like quite a soft and unspecific marketing technique, its importance and benefits should not be underestimated.
Whether it's double-strapping your rucksack, wearing big headphones or growing a huge beard, things that were uncool can become hip and retro looks come back into fashion. Changing consumer trends and social change are crucial factors when thinking about branding and customer engagement strategies.