Digital marketing and content trends are constantly evolving – here are the ones to watch out for in the coming years
Digital marketing and content trends are hard to keep up with. However, the pandemic is highlighting crucial insights into what audiences are craving. Here, we take a look at digital trends and how charities can make the most out of them.
 
 
 
You may have already heard the big news that Facebook’s parent company has changed its name to Meta. But what’s in a name? Mark Zuckerberg hopes to reimagine Facebook as a company and creator within the metaverse.
 
While charity digital leaders are acknowledging the name change, more subtly, the metaverse is taking shape. The tech geek magazine The Wired, describes the metaverse as new frontier. They say that it isn’t just about being online and socialising. It’s about new realities.
 
Virtual and augmented games like Fortnite and World of Warcraft are prime examples. But metaverse pushes the boat out even further. This new world includes avatars, virtual shopping, clothes, and real estate.
 
While the metaverse touches on the fantastic side of digital, charities are engaging in it already. To name a few, Special Effect, Children With Cancer UK, and Jingle Jam are charities setting the bar in gaming. They are creating livestreamed gaming content to fundraise.
 
Looking ahead, there is considerable excitement around charities engaging in metaverse content creation. There are emerging opportunities for charities creating NFTs and more. Don’t forget, metaverse is only just the beginning of a new world of content.
 
 
 
Big data and algorithms, they are here to stay. Digital platforms are making data crunching easier. They are also stimulating opportunities to enhance communications. With big data and algorithms, personalisation of digital content is on the rise.
 
Taking a look at retail digital marketing shows what’s at stake. McKinsey says that: “Personalisation at scale…often delivers a one to two percent lift in total sales for grocery companies and an even higher lift for other retailers…These programs can also reduce marketing and sales costs by around 10 to 20 percent.”
 
Applying the same concepts to the charity sector, personalisation translates into increased loyalty and donations, and cost savings.
 
How charities can see the impact of personalisation is through customising the donor and audience experiences. This includes suggesting new donation opportunities, updates on existing projects, and creating content that would be particularly interesting to specific donors.
 
 
 
Whoever said that the written word is dead is clearly wrong. Quality writing, content, and communication are more in demand than ever before. Part of your digital content strategy, written messages need to pique interest and increase reach. Our five-step guide to creating quality content helps to steer the course without killing creativity.
 
 
 
What do Charlie D’Amelio, Germán Garmendia, PewDiePie, and Whindersson Nunes Batista all have in common? If you’re unsure, then this digital content trend is one to read about.
 
These are the new generation of online influencers who have millions of followers across TikTok, YouTube, and Instagram. They are not celebrities in the traditional sense, but they still create excitement around their digital messages.
 
Getting influencers on board with your charity is a new digital content strategy which takes your brand to new audiences. The Visual Capitalist, analysing top influencer trends says that the average age of the top 50 influencers is around 37. For charities, harnessing the power of influencer marketing means that they can tap into younger donors.
 
Working with influencers is about building a successful and fruitful relationship. We suggest sharing ideas and letting your influencer communicate, in their own words, to their audiences. Remember, influencers have honed their craft, so it’s important to let them speak with their own tone of voice.
 
 
 
Privacy is a digital trend that is here to stay. To be clear, there is confusion between privacy and security – protecting customer, client, and audience data is about security. Privacy is about what information is being shared. Going forward, privacy isn’t going away. Fines and public reckonings for the mishandling of information are only going to increase.
 
Charities practicing robust data privacy make staff aware of, and report any mishandling of private data. This means collecting the minimum amount of audience information and protecting private information relating to vulnerable beneficiaries. Peering into the future, it may be important for charities to justify why they need to collect certain data.
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