A2 - Blog 3: Future Trends

 Gamification

“Gamification is the application of game-like mechanisms to non-gaming activities” (Lieberman, 2018, para 1). In the context of content marketing, this could be rewarding users for signing up for newsletters, quizzes, puzzles, contests, and competitions (Lieberman, 2018; Bullock, 2020; NeverBounce, 2021). Gamification appeals to the competitive nature of consumers and looks to engage an audience with a brand (Smart Insights, 2015). An example of gamification is using loyalty schemes where consumers earn points that can be later redeemed. Another example is McDonald’s Monopoly game where consumers collect tokens to win prizes. This trend has seen an increase alongside the increase in the popularity of mobile phones and social media (Rampton, 2015). When done well, gamification can drive engagement and encourage consumer behaviour, however, marketers should “ take extra care when designing the game and formulating rules, provide feedback in real-time, justly recognize top players and make progress tracking transparent” (Smart Insights, 2015, para 3). Evolving with technology trends such as AR/VR is key when looking ahead to the future of gamification writes Lieberman (2018).

Video

“In 2021, consumers are watching more video content than ever before” (Haughey, 2021), para 1) and according to An (2019), more than 50% of consumers want to see videos from brands more than any other content. Some types of video used for content marketing are explainers, interviews, product reviews and demos, inspirational and entertaining videos, case studies, and vlogs (Haughey, 2021; Cockerham, 2017; Digital Marketing Institute, 2018). With the increase in global access to technology, the internet, and the impact of the pandemic, consumers are more readily able to access video content (Digital Marketing Institute, 2018; Villa, 2021). This makes video content a steadily growing trend in consumer digital consumption. Using video in a marketing strategy makes content more fun, memorable and digestible states Villa (2021). This allows audiences to connect with a brand, and build loyalty and trust. Alongside this, videos boost SEO rankings and help brands stay relevant and competitive (Digital Marketing Institute, 2018). “The future of video marketing lies in technology, innovation, AI, analytics, and adapting to customers' dynamic needs” (Grover, 2020, para 9) highlighting the need for marketers to keep ahead of trends and adapt to the technology that will impact the world of video content.

References

An, M. (2019). Content trends: global preferences. Retrieved from https://blog.hubspot.com/marketing/content-trends-global-preferences

Bullock, L. (2020). How to implement gamification in your content marketing strategy: useful tips and tools. Retrieved from https://www.business2community.com/content-marketing/how-to-implement-gamification-in-your-content-marketing-strategy-useful-tips-and-tools-02328926

Cockerham, L. (2017). What is video content marketing? Overview and resources. Retrieved from https://www.skeletonproductions.com/insights/what-is-video-content-marketing

Digital Marketing Institute. (2018). The key role of video marketing. Retrieved from https://digitalmarketinginstitute.com/blog/the-importance-of-video-marketing

Grover, V. (2020). What Is the Future of Video Marketing? Retrieved from https://www.martechadvisor.com/articles/interactive-marketing/what-is-the-future-of-video-marketing-2020-and-beyond/

Haughey, C.J. (2021). 17 engaging video content types that people love to watch. Retrieved                 from https://www.singlegrain.com/video-marketing/10-useful-types-of-video-    content-viewers-love/

Lieberman, M. (2018). 7 tips for gamifying content marketing. Retrieved from https://www.square2marketing.com/blog/7-tips-for-gamifying-content-marketing

NeverBounce. (2021). 10 gamification marketing examples for your next campaign. Retrieved from https://neverbounce.com/blog/gamification-marketing-examples

Rampton, J. (2015). Driving customer engagement through an interactive and gamified environment. Retrieved from: https://www.forbes.com/sites/johnrampton/2015/09/28/driving-customer-engagement-through-an-interactive-and-gamified-environment/?sh=2401eead78bc

Smart Insights. (2015). Gamification as a content marketing tactic. Retrieved from https://www.smartinsights.com/content-management/content-marketing-creative-and-formats/gamification-as-a-content-marketing-tactic/

Villa, J. (2021). 5 reasons why video is the future of content marketing. Retrieved from https://www.wibbitz.com/blog/why-video-is-the-future-of-content-marketing/