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Advances in technology are driving changes in advertising and search engine optimization (SEO) for beauty and fashion brands. Businesses that learn to leverage new technology will have a competitive edge in today’s global marketplace. Here are 15 online marketing and advertising strategies marketers can use to increase their market share and drive revenue growth in 2025.
1. A Cohesive Strategy
Regardless of what strategies a company uses, the most important element in marketing success is having a cohesive plan. Before they can figure out which methods and channels will be most effective for marketing their business, leaders need to understand their ideal customers, set measurable objectives, and create a unified brand identity.
2. The Buyer’s Journey
Understanding the buyer’s journey will also play a critical role in crafting advertising strategies that resonate with the target audience. The buyer’s journey is comprised of three major stages: awareness, consideration, and decision. Companies will market differently to customers who are just learning about their products or services for the first time than they will to people who are ready to commit.
3. SEO for AI Overview
Most major search engines now include an AI overview that is drawn from several different websites. Businesses that want to show up in these overviews (as well as in generative AI responses) need to optimize their content for AI.
They can do this by focusing on increasing their authority and trustworthiness and providing valuable answers that target user intent.
4. Voice Search Optimization
With the rise in AI-powered assistants and speakers used in smart devices, customers are performing more searches through voice commands. People tend to interact with these assistants using more natural language than they would if they were typing in a search field. Companies can optimize for voice searches by targeting more long-tail keywords using conversational language.
5. Interactive Content
Interactive content is more engaging to modern customers who are technologically sophisticated. Businesses can take advantage of this and engage with their customers through features on social media and their website such as polls, 360-degree content, and quizzes that help show which of their products or services will be the best match for the user.
6. Micro-moments Marketing
Micro-moments are the fleeting but important times when customers interact with a brand. Businesses that capitalize on these moments can make a lasting impression and influence purchasing decisions. There are four primary categories of micro-moments that marketers should focus on:
- Want to know: when someone is looking for information
- Want to go: when a customer is planning to visit a physical location
- Want to do: when the user is looking for information about how to perform a task or activity
- Want to buy: when the customer is ready to make a purchase
7. Local SEO
For businesses that have a physical store, local SEO can drive foot traffic. Google’s Map Pack is the top three results for a local search, conveniently plotted on a map. Landing one of these coveted spots can drastically increase the chance that a consumer will choose to visit a store in person. Companies should make sure their Google Business Profile is optimized for the best chance of turning up in a local search.
8. Social Commerce
Social commerce is a rapidly growing channel that’s expected to reach $80 billion by next year. It allows consumers to make a purchase directly within an app while it’s on their mind. This is an ideal channel for leveraging want-to-buy micro-moments.
9. Augmented Reality
Augmented reality (AR) has moved beyond gaming and has reached the fashion and retail industries. Businesses can let their customers virtually try their products or services before they make a purchase. Beauty brands can offer their customers an AI-driven virtual makeover so they can choose among different products from the convenience of their own homes.
10. AI Integration
AI integration can drive customers to a specific product or service by providing real-time demonstrations. Dermatologists and medical spas can offer AI applications that customers can use to identify skincare issues and select appropriate solutions.
11. Hyperpersonalization
Hyperpersonalized marketing amplifies the benefits of segmenting an audience. Instead of marketing to a specific segment of their audience, businesses can create targeted campaigns for an audience of one. Based on customer behavior, past purchases, the phase of the buyer journey, and other significant markers, companies can deliver ads that are timely and relevant for each customer.
12. Short-form Video Content
Video has increasingly been an important marketing channel, and this will continue next year. As almost all social media platforms are incorporating short-form video options, marketers should focus on creating content that showcases products or services or builds brand awareness in just a few seconds.
13. Machine Learning
Marketers will need to use machine learning to incorporate many of these strategies into their high-level plans. This branch of AI is used in software and technology to analyze data, automate processes, create personalized content at scale, optimize performance, generate leads, and interact with customers.
14. Customer Voices
Few strategies are as powerful as customer testimonials. As AI continues to proliferate throughout society, human voices will become more compelling. Businesses that include user-generated content in their advertising will have an edge in reaching customers who are looking for authenticity. They can do this by encouraging the use of brand-specific hashtags on social media and featuring the stories of their customers in their marketing.
15. Zero–click Content
A zero-click search happens when a user finds what they need directly from the search page without needing to click on a result. Though these types of searches don’t generate website traffic, they can help build a company’s reputation and credibility. Businesses can optimize for zero-click searches by using a heading for the question they’re answering and providing clear and specific answers.
Leverage Advanced Technology for Business Growth
Businesses that take advantage of today’s revolutionary technology will be in a better position to attract and retain new customers. Beauty, skincare, dermatology, and spa businesses can use Perfect Corp’s AI and AR solutions to increase customer engagement and boost sales. Reach out today to book a free demo.
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