In this episode we talk about:
Aaron: [00:00:16] Hello, and welcome to another exciting episode of the Marketing Natives. Today we have a really action-packed or hot topics today. Where is marketing headed in the next two to three years? Some topics we're going to cover are influencers, AR and VR, and voice.
Christian: [00:00:35] More specifically voice search. Right. So to start off here with the influencers or micro-influencers, this is something that I feel like in the last two years has blown up in a lot of businesses. Even small businesses are using influencers or micro-influencers. The only difference here between influencers or micro-influencers are just- micro-influencers are tiny little people, right? That have tiny little smartphones.
Aaron: [00:01:02] They are- their smartphones are actually bigger, but the people are smaller.
Christian: [00:01:08] No, so micro-influencers are maybe people who don't have a huge reach like, I don't know, say some of these Vine stars. Gosh. What are their names?
Aaron: [00:01:18] Shonduras. He's like-
Christian: [00:01:21] Yeah, King Bach or Bach or whatever. Yes, some of these guys who got really famous from Vine, and then they went to Instagram and YouTube, and now they have a huge following. I mean, in the millions.
Aaron: [00:01:34] Right.
Christian: [00:01:34] I would say those are influencers. Micro-influencers could be people who have maybe 10,000, 20,000, 30,000 followers, engaged followers not bought followers, and just maybe there are, you know, micro-influencers around your community or maybe even your state, your cities. So they're not huge in the millions, and that's something that's sort of fairly new, I would say. And a lot of small businesses are using micro-influencers to market to their audience.
Aaron: [00:02:04] Right. And this is- I can't remember which episode it was. We'd have to check our show notes, but we did talk about influencer marketing specifically. We'll try to find that and let you guys know later in the episode to go check out that episode, but we're going to see a trend of people using influencers a lot more. Influencing has been working for a very long time, but what's great about Instagram and Twitter and Facebook is that you can leverage those people for a very effective cost. And you don't need to be in front of, you know, millions of people. Even tens of thousands of people or even 5,000 people is sometimes more than enough for what you need. So I think we're going to see a lot more people using micro-influencers. A lot more local businesses using it. We already know that bigger companies use it all the time, but the micro-influencers, there's a huge niche there. And sometimes it doesn't even cost. You could give away a product for free and not really eat up any advertising or marketing dollars.
Christian: [00:03:05] And if you're not familiar with how this actually works, basically you pay influencer, a person who has a big following, and you tell them to use your product or maybe even review your product or talk about your product with their regular content. So this person is a YouTuber, and they make funny videos then. And then you sell coffee mugs. Maybe they can incorporate that coffee mugs in some other videos in order to sort of get that brand awareness or get your product out there to new customers and new people. I mean, it has been working very well with bigger brands, and now is where smaller companies are using influencers. So in the next two or three years, you're definitely going to see this a lot more, and it's because people technically, you know, they like this word of mouth marketing a lot better than this in your face pop-up marketing that's happening online.
Aaron: [00:04:03] Right. I mean, we've seen a trend from outbound marketing which is like traditional marketing of, you know, push it in front of you as many times as possible versus the inbound marketing, and influencer marketing is a very laissez-faire or like laid-back style marketing. So it is more effective long-term, and you'll really start to see an increase in those people. I did go check up the episode, and it was our first episode of the podcast.
Christian: [00:04:29] Really?
Aaron: [00:04:30] Not the pilot, but Episode 1 of the podcast. So make sure you go check out that one. It's about how a pizza shop can use influencer marketing to grow their business, and you guys can see a little bit or listen to a little bit more information about how to use the influencers and how to necessarily acquire them and then to use it for your brand. So that will break it down a little bit more, but we do see a trend, an uptrend, in the next couple of years with using more influencers.
Christian: [00:04:59] Now this next technology that we're going to talk about is AR and VR. So they stand for augmented reality and virtual reality. The only difference between these two is virtual reality, you are completely immersed. You have some kind of contraption, some kind of goggles and sometimes even controllers for your hands, where you sort of get transported directly to a new world. That's virtual reality, and then you have augmented reality which right now is very popular among mobile devices. And they allow you to sort of enhance your current reality. So I was telling Aaron the other day about this new IKEA app where you sort of open up the IKEA app on your iPhone, and you're able to place furniture inside of your home or apartment right from your phone. So you can see exactly how the furniture will look in that little corner in your room.
Aaron: [00:05:59] Right. The actual size. Everything.
Christian: [00:06:01] Yeah, and you can move your phone around. You know, it has the camera open so you can move your phone around and see exactly how it'd look with the shadows and everything. It's kind of wild and crazy technology.
Aaron: [00:06:12] Right. And that app just for reference is called TapMeasure.
Christian: [00:06:18] No, that's a different one.
Aaron: [00:06:19] Oh, it is?
Christian: [00:06:19] Yeah, TapMeasure was the-
Aaron: [00:06:21] Oh, that's the actual ruler. So it's just called IKEA Place. Sorry, he downloaded two of them on my phone. So I have them here still. IKEA Place is the other one.
Christian: [00:06:29] Yeah.
Aaron: [00:06:30] But I could see this- this maybe a little bit farther out than two or three years, but even clothing where you could see an item, take a picture, and see what the shirt looks like on you without actually purchasing that shirt. Say oh, this red looks good on me or this blue looks good on me. That may be a little bit too far out, but who knows because it's moving very quickly. But definitely for interior decorators, we can see like, you know, with IKEA's absolutely using that kind of technology there. Wow.
Christian: [00:07:05] Yeah. And I was looking at an article earlier today, and it says early evidence shows that this technology can be effective for user engagement, brand exposure, and marketing awareness. You can use it for things like, you know, like Aaron said, demonstrate product attributes and features like when you're trying new clothing. Like, you can move around and see how exactly how it's going to look. You can communicate brand communication. At the point of sale, you can provide immersive branded entertainment experience. You can increase the excitement and engagement at trade shows, and you can add a new dimension to traditional storytelling. It also talks about a study from Nielsen that said that VR received a 17 percent higher emotional response than a 360 video and engaged users for 16 percent longer in there. Now some other problems with VR and AR in moving forward is, you know, having people adopt to this technology. You can think back to, you know, when smartphones first came out. Definitely not everyone was onboard with, you know, having a smartphone because honestly there wasn't very much stuff that they could do with it. It wasn't until the boom of the apps came out that now there's an app for everything, and yeah, everyone has a smartphone because they can do a million different things with it. Right now this technology is so primitive and basic that there's really not a lot that people can do with it. So that's why I guess adoption hasn't been as high because the features and all that stuff is typically not there yet.
Aaron: [00:08:49] Right. I was going to say you're going to probably see the biggest boom in targeting people who play video games especially for virtual reality because they're already wanting that experience. So first person shooters, that kind of audience will probably see the biggest boom in virtual reality and augmented reality. The way we're looking at this is like Christian said, you don't see as many people who get off of work, and instead of going to play around on their phone or play a game on their phone, they're putting on AR gog- or I mean, VR goggles and playing around that way. Not yet anyway. So that could be the biggest boom. I think the technology, the hardware needs to be updated before that happens. But I think that they're working on something like that. For example, the glasses and goggles right now are all clunky and everything. It'd would be nice to just put on a pair of glasses like, you know, 3-D glasses or something, and that would really take the technology to a more practical level or a mass level.
Christian: [00:09:44] And also, and we've seen this in our shopping malls here in Texas where I think Samsung was in Stonebriar Mall in Frisco.
Aaron: [00:09:53] Facebook was there to doing the same thing.
Christian: [00:09:55] Not too long ago. Yeah. And that's the biggest hurdle is getting people to want to learn about this technology and get them to start using it, and you do that by going out to malls like that and just showing off the technology to people because no one's going to go. Yeah. It's not a technology that you go out and just buy out. You know, you go to AT&T store, and it's like oh, yeah, I'm looking for some VR goggles. Like it's not the same as a smartphone right now.
Aaron: [00:10:19] Right. I think- I mean, so many- people like us or maybe people who really fall on technology would do that, but I saw like at the mall just doing some observations that there was a lot of parents, like a bunch of moms and dads, 30s, 40s, 50s, who were jumping into that VR stuff because it's cool, it's exciting, and it's free. And then it's just about, I guess, the same example as giving away free samples. Free samples work. So just trying to get them hooked on that, and I think the more that they do that, the more that they become mass. And if you are I guess in another area and have this going on at your mall, leave us a comment. We're curious to just, you know, where all their testing is at. Just kind of pushing it out there.
Christian: [00:11:01] And I know industries that can definitely benefit from this, and they are right now sort of testing travel, automobile, home decor like Ikea, we talked about, and I mean, those are things that are happening right now. In the future, I mean, I bet you all type of businesses are going to be using in some way or capacity VR and AR technology.
Aaron: [00:11:25] All right. So let's move on here to probably the most practical and one that's maybe grown the fastest and may have the most market share or could potentially have the most market share for like a mass audience because you see a lot going on with it, and that is the voice search. Some examples of that are like Alexa. Those are pretty popular. Those are probably household names by now with Alexa. You have the Google Home, and then releasing what time? Is it early next year? The Apple Air-
Christian: [00:11:56] I think it's this-
Aaron: [00:11:57] HomePod.
Christian: [00:11:57] This Christmas. This winter. November I think. Maybe December. I don't know.
Aaron: [00:12:00] Yeah. So the Apple HomePod. So Apple's about to release theirs.
Aaron: [00:12:04] Which I mean, they have the knowledge right now with Siri on our phones or computers, but they're bringing it, you know, basically the competition of Alexa. And this technology has been going on for a while, but now we're actually getting devices that the whole purpose of this device is to use that voice search technology. Because even Google.com, they've had that little microphone on the corner where you can, you know, from your computer or your phone click on it and do a search that way.
Aaron: [00:12:35] Yeah. It's crazy. A couple of years ago I remember when somebody first got the Alexa, and I was like well, what's it good for? It's pretty much another, I don't know, Bose system in your house to play music because you couldn't use it for a bunch of things, but now I think you can order products from it. I think that you can check the weather. You can do- basically control your whole smart house. So if you have a nest or if you have- I can't remember.
Christian: [00:13:00] Smart fridge. Smart toaster. Everything.
Aaron: [00:13:04] Right. Coffee. You can control all of that there, and just by speaking, you know, find out all this stuff. So it's more hands-off, and it's, I guess, more passive in it's- I don't know. It's just becoming much more popular.
Christian: [00:13:18] And the way this affects small businesses is that, you know, right now a lot of people when they think about search engine marketing or search engine optimization, they're thinking about those keywords words in order to pop up in those searches. Now you've got to think about a more natural language and natural way of searching because people are going to be using this more and more, but they're still using the same, you know, search engine which is Google. But you have to think and change your way of thinking. Instead of just being, you know, two keywords for something, you may want to do longer keywords and use more natural language in your content for your website.
Aaron: [00:13:58] All right. So this is what's- I mean, we don't have enough time in the episode to really cover more technology. So we may do this as an in-between-isode later on in the future, but this is where BitBranding thinks that marketing is headed in the next two to three years. We'd love to hear your guys' feedback about how your experiences are with these new technologies. Kind of see what you think, but if you are in your car or running or wherever you're at right now, go ahead and click that subscribe button so you guys don't miss any episodes. And then do us an even bigger favor and share this episode. There's three buttons in the right hand corner of your app. If you click share this episode, you can post it on Facebook. You could share it with a friend. We would love for you to share however you can. Sharing is caring.
Christian: [00:14:44] Yep. See you next week.