Melbourne-based business consultant and graduate of Melbourne Business School, Luke Lazarus has made a name for himself helping startups with investor pitches, business ideas, financial goals and marketing research and implementation.
According to Lazarus, one of most important business trends these days delivers a positive customer experience with innovative ideas and emotional connection. He believes that many fail to recognize that luck plays a role in economic success and that knowing the right people is just as essential. His advice to entrepreneurs is to have confidence in their success.
Lazarus has written about what he thinks are the most important marketing trends for 2022. According to Luke Lazarus, current market trends need a closer look, as they have changed significantly over the past two years. This in turn poses difficult problems for marketers in almost every industry. However, Luke strongly believes that by better recognizing these patterns, businesses and marketers can more effectively generate revenue to achieve desired goals.
In this regard, Luke Lazarus identified several important trends that marketers should pay attention to this year and in the future.
Lazarus says the number one factor businesses need to pay attention to is content. Brands need to dramatically increase the value of the content they provide to existing and potential customers. There is increased competition between all brands. To stand out, brands need to improve the visual appeal and impact of their content. Along with this, Lazarus stresses the need to move away from hard selling techniques and focus on customer value.
All marketing is about connecting with customers; it is not a new term. However, Lazarus points out that there are modern technologies and techniques capable of offering significantly higher chances of connection. According to Luke Lazarus, it’s absolutely crucial that companies make an effort to learn more about their customers in order to build deep connections based on the perception of shared values rather than just sales numbers.
The whole process must be automated to do this, notes Lazarus, who calls for the use of technology. He also believes that segmentation and personalization are critical parts of the process, which will put businesses in a position where they can maximize every interaction they have with customers.
Optimized for voice searches
Another key element that needs to be considered is voice search optimization. Lazarus believes voice search is the latest trend businesses need to jump on. More and more people are speaking their search queries instead of typing them into a computer, Lazarus says. To stay ahead of competitors in search results, he says companies need to know how their top competitors respond to questions customers ask verbally. Of course, SEO still plays a role in voice search results. But this trend makes it extremely important to know who the company’s customers are, what they ask, how they ask and how they use voice search. Along with this, Lazarus warns, the content should be of high value, with no unnatural tendencies to optimize for voice. It’s a tightrope that businesses will have to walk in 2022 and beyond.
Why is this pivot necessary?
The way consumers interact with companies and communicate with each other is changing; it is therefore crucial to examine current trends. Although marketing trends are constantly changing, during the outbreak people’s behavior and spending habits have changed significantly. This is above all the reason why it is imperative that companies recognize that a new direction has begun.
While companies have seen people buy everything from entertainment alternatives to stress treatment solutions during lockdown, that is changing once again. “Consumers are again being cautious and prioritizing their purchases,” Lazarus notes. Customers are increasingly demanding and they are drawn to companies that both uphold their existing values, solve their problems and meet their current needs.
Lazarus emphasizes the importance of connecting with customers by emphasizing that modern consumers want more harmony and more respect between themselves and the brand itself. Buyers will buy elsewhere if they feel unappreciated in a transaction.
Additionally, Lazarus says the discerning customer should not be ignored throughout the buying process, but rather encouraged. They’re much more valuable to your business because they’re more likely to build awareness for your brand and more likely to become a dedicated customer who won’t be easily tempted by brands.
Lazarus offers powerful and insightful insights into what can now help businesses stand out in an increasingly complex landscape.
Although video is currently in use, businesses can do a lot more by focusing on creating viral videos. Today’s technology makes it easier than ever to create visually impactful videos that customers will pay attention to. To maximize the power of video in marketing, companies should consider focusing on producing video memes, creating videos with fun and augmented reality aspects, using trending music that people will recognize and they will answer, creating mobile-friendly videos and catering for the hearing impaired. people by activating automatic captioning.
Social media exposure
Social media started as a way for the public to interact with each other. As it grew in popularity, more and more people flocked to social media, making social media platforms viable marketing tools. Today, companies have the unique opportunity to create a dialogue directly between consumers and the company. Marketing agencies should seek all possible ways to improve communications with customers using social media platforms, as well as messaging apps such as Whatsapp and Facebook Messenger, Instagram DM and Twitter.
If done correctly, personalized email campaigns provide another opportunity for businesses to stand out. Lazarus points out that while email may not seem like the most cutting-edge trend, it really can perform at high levels when used correctly. In particular, companies need to deliver very specific messages to customers at different times. This is where technology comes in handy again. Machine learning, automation, segmentation, and event-triggered emails are all essential to getting the most out of all that personalized email has the potential to deliver.
Using interactive content, which in some way allows customers to engage with the company’s brand or goods and services, is another approach to stand out. Here, using the imagination and being creative is crucial. Recognize that customers love charts, statistics, and visualizations. They want a transparent and understandable presentation of the facts. There are several methods to provide this type of connection, including offering movies, tools, calculators, quizzes, and whatever else is on-brand. Being innovative in this area could help companies stand out and leave a lasting impact on their current and potential customers.
Audiences are more accustomed to digesting content in small bites. Instead of big chunks of information, they appreciate small chunks that they can quickly absorb and get on with their day. At the same time, businesses need customers to come back for more. Enter serialized content, where to get the full story, customers have to come back again and again. This has the effect of engaging customers for a longer period of time, encouraging discussion of “what’s next” and expanding the customer base as more and more people log on.
About Luc Lazare
Luke Lazarus has over 20 years of experience in the marketing business and serves as President and CEO of Luc Lazare Consulting. He has acquired a lot of knowledge about the marketing sector. One of the main reasons so much of his marketing advice is centered around connecting and better interacting with the consumer or target audience is because he believes in telling a story for every product, business or service that it strives to promote.
Luke Lazarus is an expert in his field, having rejuvenated several brands and startups in various industries throughout his career. He has also given presentations that have helped raise millions of dollars in seed capital and fund projects. Due to his instinctive understanding of client demands and his ability to develop campaigns that surpass the efforts of any rival, he is also renowned for his ability to help businesses even in the face of fierce competition.