1. Green Marketing 

The activity of producing and selling goods based on their actual or perceived environmental sustainability is referred to as green marketing, eco-marketing, or environmental marketing. Another name for green marketing is “environmental marketing.” 

Green marketing is only one component of a much larger movement toward more environmentally responsible production practices, which also includes the following: 

  • The employment of materials that have been recycled and/or can be recycled 
  • The use of commodities that can be replenished 
  • Reducing the amount of packing that is used 
  • The creation of things that can be repaired so that they don’t have to be thrown away. 

Green marketing may offer a competitive edge over other organizations that are in a similar industry by giving your company access to new marketplaces that are dominated by younger consumers. It also has the potential to strengthen customer loyalty and improve the image of your company. 

The following is cited from a report by NielsenIQ: 

  • The amount of money spent by customers on environmentally friendly fast-moving consumer goods (FMCG) totals $128.5 billion. 
  • In a recent survey, ninety percent of Millennials responded that they are prepared to pay a higher price for items that include sustainable or ecologically friendly components. 
  • In the United States, consumers indicate that if they could lessen their influence on the environment by changing their purchasing patterns, they would do so either certainly or probably. 
  • Allied Market Research forecasts that the worldwide market for green technology and sustainability will reach $48.36 billion by the year 2027, representing a compound annual growth rate (CAGR) of 24.3% between the years 2020 and 2027. 

Here are some pointers to help you get started: 

  • Obtain your qualifications via various certifications. 
  • You should spread the word about your environmentally friendly plan via the many marketing platforms you use, such as blog postings, social media, and so on. 
  • Integrate environmentally responsible business practices into the fabric of your organization. 
  • Encourage environmentally responsible actions and activities. 
  1. First-Party Cookies

The General Data Protection Regulation (GDPR) of the European Union and the Consumer Privacy Act (CCPA) of California are two recent examples of legislation that have been enacted to regulate the ways in which businesses may utilize the personal information of their customers. Since then, hundreds of the top firms in the world have been fined excessive amounts of money due to user privacy breaches, such as those committed by the following companies: 

  • Amazon – €746 million ($877 million) 
  • Google – €50 million ($56.6 million) 
  • H&M – €35 million ($41 million) 
  • TIM – €27.8 million ($31.5 million) 
  • British Airways: 22 million euros (about 26 million dollars) 

The newly enacted privacy legislation will have repercussions that extend well beyond the commercial sphere. The era of third-party cookies is coming to an end, which presents marketers with a scenario that has long been considered to be their worst nightmare. 

Cookies make it possible for marketers to gather a wide variety of data, which can then be used to analyze, customize, and enhance their advertising efforts. Companies may only depend on the data they have gathered internally since third-party cookies are being phased out gradually but steadily. These cookies are the ones that most marketing platforms utilize to fuel their technology. 

Marketers will be need to give careful consideration to the data they acquire and how they plan to utilize it as a result of first-party cookies. In the meanwhile, despite the fact that it is still unclear how much this shift will impact marketers in the future, the following are some tips that you should begin to implement before it is too late: 

  • Employ an omnichannel marketing approach to collect user data at each and every touchpoint in a manner that is respectful of the user’s permission. 
  • Make sure to send out an invitation that is not just clear but also specific and customized. 
  • Display the data collecting form and checkbox for the first cookie in an approachable way, as if you were extending an offer to join a loyalty program. 
  • For the sake of complete transparency, you need to explain each and every data element that you gather from your visitors, as well as what it means and how you utilize it. 
  • Give your site users the option to change their options about the data gathering and usage by using your preference center. 
  1. Website Security

In the same breath as the protection of one’s privacy, the safety of websites is becoming an increasingly vital concern. 

Within the first few seconds of arriving at your website for the first time, visitors will form an opinion about the level of security you provide. 

They won’t linger around if they don’t feel comfortable, which will result in a reduced dwell time, which is a relatively new element that Google takes into consideration when ranking websites. 

If visitors to your website do not have a sense of wellbeing while they are there, you run the risk of seeing a drop in its rating. 

In addition, beginning in 2022, when the Core Web Vitals upgrade is implemented, websites are required to have secure sites. As of right now, the very minimum need for your website is to activate the HTTPS protocol, which will display a little green padlock symbol in the URL and indicate to your visitors that your website is secure. 

In addition, you may reassure the people who visit your website that you take the matter of their safety seriously by prominently displaying a trust emblem or a security stamp of trust on your website. 

  1. Mobile Commerce 

The world we live in is becoming more reliant on mobile technology. 

As a direct result of this, mobile devices will play a considerably more significant part in the purchase cycle of consumers. 

Amazon Pay, the company’s very own online payment processing solution, was recently introduced in an effort to reduce friction during the checkout process and make mobile commerce a more user-friendly and lucrative endeavor. 

With this service, merchants also receive convenient access to millions of Prime members. As a result, merchants have included Amazon Pay as a payment mechanism in an effort to boost their overall sales. 

In a similar manner, Google updated its Google Pay app for users of iOS and Android, which now enables bank and savings accounts thanks to partnerships with Citi and Stanford Federal Credit Union. 

The following are some pointers that can assist you in effectively riding the new wave of mobile commerce: 

  • Make your website more mobile-friendly. Even if this piece of advice is rather dated, you just cannot afford to disregard it since it is of such vital importance. 
  • Use mobile payments. The fact that information about registration is saved on the mobile device itself helps to cut down on wait times. 
  • Utilize the area to its full potential. Make sure that the search bar can be seen from the top of your homepage, where you should also highlight the most significant aspects of the page. 
  • Make sure the “call to action” is large enough to grab the attention of those who are shopping online and is simple enough to touch with your finger. 
  • Personalize the online experience for your ideal customers so that they have a cause to revisit your site again and again. 
  • Customers who are getting close to the “finish line” in the checkout process would appreciate it if any potential distractions are eliminated. 
  • You can provide users access to a variety of digital wallets while still maintaining the safety of the website overall. 
  1. The Creator Economy

We are no longer living in the time of extensive television productions. Some others have gone as far as to say that the “golden era of TV” is over. Today marks the beginning of a new age known as the “period of creators,” which is characterized by the fact that customers may now connect directly with individual content providers, such as those found on specialty Substacks and YouTube. 

There are around 50 million artists, just 4 percent of whom earn a livelihood off of their work (two million), while the other 47 million generate money on a part-time basis. 

The aspiration to support oneself via the performance of work that is both personally rewarding and independent in nature has helped propel the growth of the creator economy. On the other side, customers want to feel as if they have a connection with individuals to whom they can relate. 

Because of the growth of the creator economy, companies will have little choice but to collaborate with individual content producers who command audiences that are highly engaged. 

In this respect, the following are three tendencies that we anticipate seeing: 

  • Creators are transitioning their most devoted followers away from social networks and onto their own websites, apps, and other revenue platforms
  • Creators who go on to create their own companies, such as YouTube fitness personalities who launch their own supplement lines 
  • Providers are gaining influence in the media sector as a result of fans connecting with individual content creators rather than connecting with television networks. 
  1. Live Streaming

It’s possible that video content is the wave of the future for social media, but live streaming is now the video marketing method of choice. Specifically: 

  • It is anticipated that the live-streaming market would be worth 184.3 billion dollars by the year 2027. 
  • An overwhelming majority of customers (80%) would rather watch a live video than read a blog. 
  • Millennials make up 63 percent of the population and consume live streaming video on a daily basis. 
  • People spend three times as much time viewing live video as they do watching pre-recorded video. 

Consumers are looking for genuine, one-of-a-kind content that also provides them with the option to engage with or connect with the content’s author. The watching experience that they get via live streaming brings them that much closer to the event. As a direct consequence of this, an increasing number of businesses are turning to live video for their operations. 

The live streaming capabilities of Instagram have recently been upgraded with the introduction of a new feature called Live Rooms. This feature enables users to participate in a live broadcast with a maximum of three other individuals. 

In addition, Instagram users now have the ability to show their support for their favorite content producers via the use of Badges, Shopping, and Live Fundraisers. 

Facebook has a function that accomplishes the same thing and it’s called… Live (social media firms aren’t known for their creativity when it comes to the titles of their features). YouTube also has a live streaming service that’s named Live. 

Both firms are interested in increasing the number of artists who use their respective platforms to build a fan base and expand their operations inside those spaces. Also, if you run a business, you should think about whether or not your company should use either of these social networks to generate live streaming video content that is very engaging. 

  1. Twitch

It is important to highlight Twitch, which is a live video streaming site that is owned by Amazon and operates independently. 

This platform has more than 30 million users that are actively using it each day. Since its inception in 2011, Twitch has almost entirely centered its attention on the gaming community (more particularly, watching other people play video games). However, the platform has lately broadened its scope to include other hobbies such as painting, cooking, and music. 

The following indicators may speak to the fact that after the COVID-19 outbreak, Twitch has expanded at an even higher rate than it did previously. 

Twitch has been incorporated by businesses as part of their impact marketing strategies recently. Twitch influencers have a close connection with their audiences, much like their counterparts on other platforms, such as YouTube and Instagram. 

However, in contrast to other platforms, Twitch has strict rules regarding exposure. This is because it does not permit sponsored links, which are an essential component of a marketing plan on YouTube. In a similar vein, Twitch does not provide its users with any material; rather, users are informed whenever a content producer begins a live broadcast session or uploads a new video to the platform. 

Because of the close relationship that exists between content producers and their respective audiences, marketers are going to start using Twitch as an additional marketing channel in order to promote their content and interact with new target demographics. 

Twitch’s primary purpose up until this point may have been gaming, but marketers are beginning to see the platform’s potential for promoting events such as seminars, workshops, and interviews. 

  1. Amazon Ads 

When you think about internet advertisements, Facebook and Google are usually the first companies that come to mind. What about Amazon in particular? 

If you can believe it, Amazon’s revenue contribution is now 2.4 times as big as Snap, Twitter, Roku, and Pinterest combined, and it’s expanding 1.7 times as rapidly. 

Amazon is the best destination for e-commerce firms who wish to grow their reach since it has more than 200 million people subscribed to its Prime service throughout the globe. Amazon does not depend on data from other sources in order to expand its targeting possibilities; rather, it is the owner of the data and allows you to use it for your own purposes. 

In addition to this, Amazon’s advertising platform is able to target customers according to the products they want to buy. A person might be seeking for information, product comparisons, or anything else when they do a search on Google using the phrase “best 4K TV.” This search is wide and general. Users who are actively searching to purchase a 4K TV are more likely to be the ones who enter the same search query into Amazon’s website. 

Amazon Advertising provides a broad array of advertising goods, the four most popular of which are as follows: 

  • Sponsored Products are advertisements for specific product listings that are self-service and based on CPC. These advertisements display in shopping results and on product detail pages. 
  • Sponsored Brands are advertisements for brands that are run via a self-service CPC-based platform and display in shopping results. These advertisements include a customized headline, a brand logo, and several goods. 
  • Display advertisements that make use of automatically created ad creatives based on relevant Amazon purchasing interests are known as sponsored displays. 
  • Free, multi-page brand destinations that showcase a product range and provide assistance to companies in the telling of a narrative are referred to as stores. 

There is no denying the immense potential offered by the advertising platform that Amazon provides, and it is probable that this potential will increase in the years to come. As a result, you are obligated to make the most of it before it is too late to do so. 

  1. Podcasts 

Podcasts, regardless of whether they are produced by people or businesses, are popular among listeners. According to one statistic, around eighty percent of individuals will listen to the majority of an episode of a podcast. 

And Google now displays podcast episodes directly in its search engine results pages (SERPs). 

In addition, consumers are likely to interact with speech-enabled devices on a more frequent basis. As a consequence of this, podcasters have the opportunity to improve their brand visibility and audience engagement by using voice SEO strategies such as the ones listed below: 

  • Pick a focus word for each individual podcast episode. 
  • Make sure that each episode has its own dedicated page. 
  • Produce a blog entry of around three hundred words for each episode. 

However, podcasts provide a challenge for marketers since listeners may not be encouraged to take action, such as signing up for an email subscription. This may make podcasts difficult to advertise. In the next years, marketers will adopt a strategy that is more user-friendly and will emphasize the following factors: 

  • Employing a single call to action across each episode 
  • A rundown of the most important parts of the show 
  • Making it simple to listen to a podcast, which implies that it should not be necessary to join up for anything, download anything, or deal with any other hassles in order to listen to an episode. 
  1. Native Advertising

Does it come as a surprise to hear that consumers despise internet advertisements? It shouldn’t be, given that there are 763.5 million individuals across the globe who use ad blockers to avoid being exposed to advertisements. This compels marketers to pursue new acquisition methods, which should not be the case. 

Native advertising has been popular among marketers as a result of the abundance of accessible possibilities, some of which have been discussed in this article. 

Native advertising is a kind of non-disruptive digital advertising in which the advertisement is designed to blend in smoothly with the design of the web page on which it is published. This sort of advertising is also known as in-stream advertising. Customers often are unable to differentiate native advertisements from the material in which they appear, which is where the term “native” comes from. 

Native advertisements have a click-through rate (CTR) of 0.80%, whereas display advertisements only have a CTR of 0.09%; this puts native advertisements 8.80 times higher than display advertisements. 

As a direct result of this, native advertisements will continue to gain in popularity, which will cause marketers to increasingly incorporate them into their overarching advertising strategies. 

  1. IoT Advertising

The so-called “Internet of Things” (IoT) has been generating a lot of buzz over the course of the last ten years. 

Let’s briefly describe it so you may comprehend its potential as a marketing tool: 

The Internet of Things (IoT) is a network of linked items, including smart automobiles, home appliances, and wearable technology, which are connected to the internet as well as to one another. Within this network, the linked devices have the ability to collect information, distribute that information, evaluate it, and make actions simultaneously. 

It is anticipated that there will be more than 75 billion Internet of Things devices in use throughout the globe by the year 2025, with global investment projected at $1.1 trillion. 

Which indicates, of course, that companies and marketers want to utilize (or are currently utilizing) this data for their own business and advertising goals, and that they intend to do so in the future. For example: 

  • The Johnnie Walker Blue Label bottle has electronic sensors that can determine whether the bottle has been opened and where it is in the distribution chain. These sensors are incorporated into the bottle itself. 
  • Another firm in the beverage industry, Malibu, takes it one step further by promoting unique content via the use of their “connected” bottles as digital touchpoints. 

The advertising possibilities presented by the Internet of Things are only beginning to emerge, which has the potential to disrupt the business in ways that we are unable to foresee. The only obstacle that lies ahead is protecting one’s privacy. Because of the extensive quantity of data that is collected by IoT devices, marketers will need to find methods to use this data that are both relevant and protective of the user’s privacy. 

  1. Inclusivity and Diversity

The concept of inclusiveness and diversity has moved on beyond the realm of human resources. In 2022 and beyond, it will be the responsibility of marketers to promote diversity in all of its manifestations, advocate for those who are marginalized or underrepresented, and eliminate long-standing cultural biases in order to forge stronger connections with customers and cultivate a culture that promotes positive social change. 

Companies have a responsibility to ensure that the complete spectrum of possible consumers is adequately represented in their messaging, pictures, voices, and beliefs, and that they do not exclude anybody as a result of their own unconscious prejudice. 

Adobe published a study report based on the findings of more than 2,000 customers in the United States in 2019 and found that: 

  • 61% of respondents said that diversity in advertising was significant. 
  • 38 percent of respondents said that they are more inclined to trust firms that display a greater variety of people in their advertisements. 
  • There are 332 million people living in the United States, yet only 120 million of them see themselves reflected in advertisements. 

The following are some examples of how companies might make their marketing efforts more welcoming to all audiences: 

  • Consider doing a close and in-depth analysis of the manner in which you portray a topic, such as an ordinary member of your intended audience. Conduct research on the terms and idioms that you use in your content and advertisements to represent them. 
  • Language: When describing individuals and the challenges they face, pay close attention to the words, phrases, and symbols you use. 
  • Before you publish any piece of information or an advertisement, you should ask yourself whether or not it accurately represents society. Are we boosting diverse voices? 
  1. Alternate Search Engines 

According to research conducted by StatCounter, over 92 percent of all traffic on search engines is via Google, making it much more popular than its “closest” competitors, Bing and Baidu. 

Even if the changes are very little, it is important to note that Google’s market share has decreased by roughly one percent, while the share of every other search engine has increased. Here are the results from the previous year, two years ago. 

It is difficult to imagine that the most powerful and widely used search engine in the world would suffer a catastrophic failure in the near future. 

Having said that, DuckDuckGo, which is a privacy-focused search engine that was founded in 2008 and has gained a niche popularity among users who are privacy-minded, has made some waves recently with its tagline “the search engine that doesn’t track you” because “search engines don’t need to track users to make money.” This is because DuckDuckGo claims that “search engines don’t need to track users to make money.” 

While Google has been embroiled in data scandals such as the Cambridge Analytica scandal in 2018 and was officially charged with antitrust violations related to its search and advertising businesses last year, DuckDuckGo has been quietly growing their privacy-first search engine, hitting 92 billion all-time searches with nearly 29 billion searches in 2022 alone. This is in contrast to Google, which has been embroiled in data scandals such as the Cambridge Analytica scandal in 2018, and was officially charged with antitrust violations related to its search and advertising 

In the end, it is important for marketers to think about their audience and examine the locations where their brand’s content is most likely to be seen. Keeping this in mind, you should optimize your content for a variety of search engines rather than just one. 


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