For 2020, we continue to see digital technology shaping itself and settling into the fashion industry. With screen time on mobile devices accounting for more than half of time spent online, and an average of 2 hours and 24 minutes spent on social media daily, it’s understandable that marketing has also become more social than ever. But enough small talk. Let’s go straight into this year’s top five marketing trends that are helping businesses in the US$2.4 trillion fashion industry gain brand awareness and conversions, and why it pays to be an early adopter. You may have experienced these trends as a consumer, but now is the time to harness their full potential as a marketer and business owner.
Visual Searches and Augmented Reality
Traditional search methods are still going strong year-on-year, but it’s tough to get pinpoint accuracy for search results when someone’s looking for a particular piece of clothing amongst a sea of millions. Search engine optimization can only do so much to lead potential customers to your products, but today, a new bunch of options have arrived to help consumers zoom in on exactly what they want.
Visual searches make use of smartphone cameras to scan and identify a piece of clothing. At the backend, algorithms and artificial intelligence use this data to scour for similar matches that show consumers exactly what they’re searching for. To support buying decisions, fashion retailers are also riding on augmented reality to help shoppers “try on” clothes, giving them a 360-degree view of the complete look for visualization even when shopping online.
The face of marketing is shifting from a generic, one-size-fits-all approach to an individualized and tailored customer experience. Think well-crafted newsletters sent at the right time, relevant product recommendations and appealing discounts strategically placed within the customer journey.
With 80% of consumers saying that they’re more likely to do business with a company if it offers personalized experiences, and 90% claiming that they find personalization appealing, it’s safe to say that this trend is here to stay and that more efforts should be put into connecting with customers.
For starters, try addressing them by name in your next e-newsletter. You’ll be surprised at the increase in open rates. When you’re ready, move on to segmentation and targeting. This entails sorting through your customer database and categorizing them based on factors such as purchase frequency, spending power and other shopping patterns. Plan your campaigns around these customer segments and the difference becomes apparent.
Don’t forget to respond to comments and feedback on social media channels. Part of marketing includes closing the gap between brand and customer by engaging them in meaningful conversation and appealing to their need to be heard.
Automation has found its way into Google ads for a while now, but the new kid on the block is optimisation through smart bidding. By using machine learning, Google is able to maximise clicks, stretch the cost-per-click value and bring you improved conversion rates. Creating an automated bidding strategy is not rocket science, but it does require in-depth understanding to generate desired results.
Google has an in-depth user guide on creating smart campaigns, so you might want to spend some time understanding how they work before putting down money on ads. Alternatively, you can engage Zilingo, a proven specialist in marketing as a service, to plan, execute and manage ad campaigns on your behalf.
Today, Instagram is a forerunner when it comes to shopping on social media, putting to rest the days when you saw a product you liked on social media and had to navigate to the brand’s website to purchase it. Now, nearly every feature in this social media app can be used for product discovery and conversion.
Product tagging has made its way to both organic and sponsored posts, while Stories has become an excellent way for brands to push their latest collections through immersive animated visuals. Augmented reality (AR) filters are the latest buzz, as they offer a preview of how clothes and accessories would look like when worn.
The results of Instagram shopping are encouraging: Businesses that utilise such content report up to 1,416% increase in traffic and up to 20% increase in revenue. Considering the sheer number of daily active users on Instagram, you won’t want to miss out on this guaranteed quick-win.
As much as 91% of consumers are seeking more visual and interactive content, and it’s no surprise, given how smartphones and cellular technology have advanced in recent years. Video ads, immersive landing pages and animated visuals all play a role in keeping visitors engaged and keen to share content with their social networks.
Your next question might be “what sort of interactive content can I showcase”? Trust us, the options are plenty.
Manufacturers can create factory profile videos that offer a behind-the-scenes look at their country of operations and feature the people behind daily production flow, while fabric producers can give a glimpse into their raw material source and fabric mills through interactive microsites. Retailers can release shareable, short-length videos that highlight their brand story and philosophy. The possibilities are endless.
Put Marketing First, and Everything Else Will Follow
Do any of the digital marketing trends above fill a certain gap in your marketing strategy? If your answer is yes, then you’d want to hire the right people to strengthen your brand. But this is capital-intensive — bringing in specialists who have the top desired skills according to the following chart is especially difficult for startups:
What if we told you that there’s a viable alternative which doesn’t involve high overheads? Zilingo, a technology and commerce platform that’s re-imagining the fashion industry, now offers marketing as a service through Zilingo Studio. This end-to-end, fully personalized and creative solution will fulfill your marketing needs so that you can sit back and focus on selling.
Our team of over 80 designers, videographers, producers and social media strategists spread across 25 in-house and affiliate studios have the creative muscle for bespoke content production that unlocks brand awareness and conversions. We are competitively priced and fully on board present and future digital technologies.
The best part? We have a proven track record for clients in various regions. Speak to our consultants for a comprehensive look at your marketing efforts and how you can go further with Zilingo!