Are you on top of these product marketing trends?

Today’s consumers are making most purchases online. Here are a few tips for brand managers seeking to interact with them on their various devices and through social media accounts.

Successful product marketing starts with keeping up with trends.

In the age of smartphones, it’s important to keep your strategy relevant, visual and forward-thinking. Changes in technology have led to some of the most innovative marketing campaigns to date.

To best meet the needs of today’s mobile and social media-driven consumer, PR and marketing pros should consider these approaches:

Enhanced video marketing

Videos formatted for social media can entertain, captivate and persuade consumers. Various platforms have begun to prioritize video and reward users for sharing content. Facebook’s integration of live video on its news feed, Snapchat’s real-time video feature and YouTube 360‘s dedicated virtual reality channel are using video to continually interact with customers. RELATED: Join us at Facebook HQ for the Social Media and Storytelling Summit.

Social media connection apps

Successful marketing stems often from conversation. The primary responsibility of many social media managers is to create and sustain a dialogue with consumers. Connecting and convincing are two crucial components of a successful social media marketing message, and apps such as Snapchat, Whatsapp and Instagram offer an active, alert audience and have vast potential for marketers.

Mobile marketing

More than 60 percent of all emails in the U.S. are read on a smartphone or tablet. To reach consumers on their devices, marketers are using mobile tactics.

To gain interest from mobile-driven consumers, factor in content that they can and want to share. It’s important to ask questions such as, “Would a user share an ad that didn’t fit completely on their smartphone screen?” or “How do I market an email newsletter that was formatted solely for desktop?”

Marketing through a variety of platforms is essential for growth. To grow quickly, make your efforts as personal as possible.

Augmented reality

Augmented reality (AR) makes it possible to present products online as though they are directly in front of the consumer. By integrating AR into websites and apps, brand managers can bring their products to life.

Many marketers are creating AR-powered catalogs that enable customers to visualize the product in 3D before they make a purchase. With AR, customers can virtually furnish their home to see how it’ll look, or try on clothes and shoes before making a decision—all using the camera of their smartphone. The online buyer’s journey is progressing into a new age.

The applications of AR in product marketing gives marketers a chance to interact with customers in unique and personal way.

Dennis Williams has a background in digital marketing and building communities. He walks the intersection of marketing and content. A version of this article originally appeared on

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