How Sustainable Brands Are Changing the World of Marketing — An Insider’s Guide
The word “sustainable” makes marketers everywhere cringe. After all, how can something be sustainable when it doesn’t work? We constantly hear of new ways to destroy the environment and hurt people, animals, and plants. Even the word “sustainable” is becoming controversial these days. Many now believe that it was a misnomer to define sustainability as “sustained growth,” since we are now seeing its definition move toward a more negative connotation. In this blog post, you will learn about five key ways that brands have changed the world of marketing in the past few decades, which trends will change our world in the next few years, and what steps you as an organization should take to become a part of that future. Read on for more information about why brands are changing the world of marketing — an insider’s guide.
1. The Swipe to Buy Experience Is Dead — But So Is The Click to Buy Experience
In the early 2000s, a generation of consumers grew up with the click-to-buy shopping experience. We were taught that this was a normal and expected part of the shopping process. This prompted brands to push the concept of “virtual shopping” even further. In recent years, this has been the talk of the town. Consumers are increasingly choosing to shop online without visiting a traditional brick-and-mortar store. In this new virtual shopping environment, customers can choose from a wide range of products, without having to take the time to browse through thousands of options or make a decision based on limited information.
2. Digital Transformation Is Upending Business Models
Just as the early 2000s were the springboard for significant change in the marketing world, so too is the next decade set to be full of new and disruptive business models. The biggest disruption may come from digital transformation, which is upending the way we do business. Here are three examples of how digital transformation is upending business models. — Amazon’s new retail program aims to let customers shop around the world, even within Prime members’ own countries. Prime members in the US will be able to shop around the world, including in their own country, through the Amazon app. — Facebook is also planning on expanding its reach, launching a new service that will let people explore potential matches in their city or neighborhood. — Google is also working to bring a wider range of services to an array of devices, including its mobile apps. Some see these changes as welcoming, while others see them as worrying. To the latter group, these three examples offer an insight into how digital transformation can be both a blessing and a curse.
3. New Communication Skills Are Required
With the growth of the digital age, people have become more reliant on communication than ever before. We are now seeing an increase in the number of online buying experiences, which require us to interact with brands online. In addition, brands are pushing the limits of online communication, operating business-to-consumer (B2C) and business-to-business (B2B) communications more often in a more personal way. We are witnessing an arms race of sorts, with brands seeking to outdo each other in terms of personalized communication.
4. Virtual and Augmented Reality (VR) Have the Power to Change Businesses
VR has been used in marketing since the 1990s, but it has only recently started to be applied in earnest as a marketing tool. As the technology progresses, it will be used more and more often in marketing communications. And, with great anticipation, brands are already capitalizing on its potential to change the way people consume content. VR can change the way people consume content in a number of ways. Consumers can now expect to see VR in a variety of forms, including VR advertising, virtual reality tours (VR tours are a new form of digital advertising), and most excitingly, virtual reality gaming. Oculus, which produces the best-selling VR headset, has also begun to market itself as a VR entertainment platform.
5. Millennials Care More About Community, Culture, and Waste Reduction
The generation that grew up with the internet and social media is now entering adulthood. This means that they are now making critical business decisions based on the impact of their actions on the environment, on local communities, and on global issues such as climate change. Millennials care more about community, culture, and waste reduction than previous generations. This group of consumers grew up with the internet and is now entering adulthood.
Brands are changing the world of marketing every day. From what it takes to market todays brands to domination within social media to the future of branding, brands are always changing the way we consume and create media. With brands being more creative with their advertising techniques and social media strategies, businesses are finding new ways to engage their target audience. With the blockchain revolution and cryptocurrency movement, the boundaries between online and in-store shopping are rapidly becoming blurred.