Advertising trends are ever-changing alongside buyer habits. As consumers engage with brands, try new products and use different services, these trends develop and are followed. This article explores how your local business can benefit from following the trends and using them to its advantage in your advertising campaigns.
Table of content
- Introduction to buyer trends and habits
- What is an SMME
- Incorporate current trends into traditional advertising platforms
Introduction to buyer trends and habits
Mental health, e-commerce sites, going green, brand purpose, and data privacy are all trends closely connected to current consumer trends. Consumers are taking more care of how they spend their hard-earned cash. Throughout the world, millions of people felt the negative financial impacts of a global pandemic. Not only did the events of the past two years entice buyers to buy more carefully, but they also gave way to a new way of shopping.
Online shopping saw a rise in subscriptions while shopping centers and physical stores felt the pressure. People felt more safe buying what they needed from the safety of their couch. Luckily, times are changing and we are seeing more and more traffic restoring to its normal ways of doing business. There is a lesson to be learned in this; by covering your brand’s back on more than one platform you are ensuring its longevity. What do we mean by this? It is simple, to survive in this growing and changing economy having a physical store is no longer adequate. Advertising is your friend, and you need to start seeing its benefits in your own business.
Consumers engage with a brand while keeping certain trends in mind. Few things will create a product buzz like a local celeb wearing your brand of clothing and this is what consumers look out for. Who you are as a brand and what you stand for often comes before all else. Let’s look at some of the recent trends in more detail to get you on the trendy track.
Years ago mental health was seen as taboo, it is only in more recent times that people became more aware of its very real presence in our daily lives. The aim should be to lessen a consumer’s stress and worries and give them something that they can feel positive about. Whether you offer tangible products or services, what you offer and how you offer it remains crucial.
Although we are happy to say that our new normal is embracing going outside instead of hiding behind closed curtains, many still prefer another way of conducting their business. E-commerce sites are on the rise. Consumers want the option to be able to shop and book online or get essential customer care without having to drive or walk to a physical store. If your business can, investing in a good online store can add great value to your increased customer satisfaction and physical monthly targets.
We’ve all seen the advertisements and heard the firey advocates talk. Consumers are becoming more and more aware of what they use and how they use it. Global warming and various other scary factors are forcing buyers to consider what they are using and how it impacts others as well as the planet. If you have an eco-friendly manufacturing process or biodegradable packaging, now is the time to share and boast.
Authenticity is key and in the world of advertising and retail consumers want to know that what they purchase has meaning. Moreover, no one likes a copycat or unauthenticity. Buyers want to know that you can offer them something of value. Living costs are on the rise, but many South Africans still feel the pressure of just getting by. A lack of decent salaries and fair work hours make many consumers wary of easily buying new items. If you could offer consumers a deal that will reduce their stress, you’ll be good to go.
Gone are the days when we carelessly shared our details with anyone. Nowadays, consumers want to know that the information they share with you is secure and that they won’t be inundated with thousands of spam-like emails every day. If you’re able to offer your target audience a safe checkout process, guest buying channels, or the guarantee of not sharing their information, they’ll certainly opt to use your services above your competitors.
Following current trends and knowing what your consumers want and need can help you determine which advertising avenues to take and how to engage with your following.
What is an SMME
Small, medium and micro-enterprises make up a large portion of our economic and retail market. Local stores are popping up everywhere with hundreds of creatives offering unique and exciting products.
An SMME, simply put, are the businesses driving our consumer trends and creating new buyer habits. The SMME guidelines are the key factors that we use to categorize a business. These guidelines follow certain standards and focus on aspects such as the annual turnover, employee count, and overall size of a business. Sadly, smaller businesses are amongst the companies that got hit the hardest these past two to three years. Which is why now is the time for smaller businesses to use the advertising methods right at their fingertips.
Advertising trends for smaller businesses
Even when times got darker, traditional advertising methods stayed afloat. Print media advertising, radio jingles, and television commercials kept going and generated invaluable traffic in a time of need, those who embraced these platforms kept going while others struggled.
The reason these types of advertising are so vital for smaller businesses is that engagement with the consumers out there is essential. People need to know you to use you, in a sense. We don’t disagree that word of mouth is still a very popular engagement tool, however, the one who mentioned it first probably saw it on a printed advertisement or heard it over the radio. Advertising your brand allows you to stay ahead of your competition and connect with various potential new clients.
Incorporate current trends into traditional advertising platforms
In our technologically advanced world, businesses can choose from many advertising options. This makes the task of engaging with your target audience that much easier. When it comes down to choosing your advertising method, keep these three aspects in mind to make the journey easier;
What is my marketing budget?
Knowing what you’re able to spend will help with choosing your advertising method. If you’re a newcomer and your budget is limited start with a small print media campaign, a smaller editorial piece will still get you increased visibility.
Who is the target audience?
The most important question is, who are you trying to target? Who are the consumers that you want to reach? Determine who your buyers are before embarking on an advertising journey, once you have the who you can focus on the what. If your audience is avid social media users, consider a digital marketing campaign. Increased awareness is a sure thing with a catchy Facebook or Google Ads campaign.
What is your message?
It is important to know what you’d like the consumers to know. Your message needs to be clear, concise, and speak to the benefits of your business and what you have to offer. When you have your advertisement ready to go consider pairing a digital billboard with a catchy radio jingle for the full effect.
In a time where we are mostly adapting to survive, it might feel stupid to start a new advertising campaign. However, that couldn’t be more further from the truth. Your brand needs to grow, and engage with new consumers daily. The longevity of your business is a priority and how you make sure your brand stays on the lips of many is by pushing the boundaries and getting involved.
What you advertise to sell will be seen, this is the assurance you get from advertisement. Ultimately, increased visibility will lead to increased profits and a more satisfying future for you and your team. Don’t be afraid to explore your brand’s creative side and if you feel lost simply call on the experts. Agencies like PlaceMyAd exist purely to enhance your traffic and make your advertising journey a satisfying one, undoubtedly.