Various factors have changed how marketing works, particularly the surge of technology. Many brands rely on social media because it connects them to existing and potential customers; therefore boosting their sales. Marketing has adapted to the ever-changing consumer behavior, which is more digitally focused than it has ever been. However, even in times like these, there are still some trends that have managed to survive with the help of certain industries.
The Nostalgia Factor in Online Casino Games
As the years pass by, people are becoming increasingly nostalgic about the simpler times. There is a noticeable pattern in businesses across all industries trying to revive and reinvent 70’s, 80’s, and 90’s trends. Tapping into the power of nostalgia is a smart move because what brands are advertising is an emotional escapism from the technology-driven, modern day to day life. Consumers will be forever craving that connection with times they deem as happier, when they are dissatisfied with the present.
The way to do that is by bringing back to their attention parts of pop culture, be it fashion statements, movies, or unusual trends. For example, iGaming software providers have based entire games on popular TV shows, such as Slingo Who Wants to Be a Millionaire, Deal or No Deal Bingo 75, and Britain’s Got Talent slots. By using elements of familiarity, online casinos have also managed to draw people to play online bingo, which was once considered a rather retro pastime, as well as other types of classic games.
Using pop culture for branding is part of online casinos’ development plan. Most software providers have realised the potential this kind of crossover could have on their target audience. Therefore, they started developing games based on famous TV shows, DC comics superheroes, or action films. The numbers are suggesting this strategy has been highly effective for this industry – another proof that the power of sentimentality is not to be underrated when it comes to marketing.
The Emphasis on Sustainability for Retailers
Sustainability is one of the key factors that is changing consumer behavior. Since the ’80s, when the concept first started being popularized, people have slowly become more aware of how their habits are affecting the environment and the future generations. Nowadays, it is not good enough to develop and promote a high-quality product if that product harms the environment. 88% of consumers feel strongly about wanting to support companies that are ethical in their practices and help improve the environment.
The shift towards sustainability has been fairly obvious over the past few years, with companies across all industries proving their dedication to the well-being of the planet through various methods. Target has hundreds of stores across the US, which, in 2018, have reduced their landfill waste by 75% due to organizing recycling programs. Retail stores are the ones that can influence shopping habits, so consumers rely on them to become more conscious. It is not enough for a business to market itself as eco-friendly, people want to see results.
Both marketing trends mentioned above work at an emotional and ethical level for consumers. No matter how much time they might spend on their devices or how much data is gathered by companies to offer personalized products for each consumer, these products need to have a certain value to them. Campaigns that address ethical and environmental issues and make consumers aware of their purchases improve brand loyalty and drive sales. The same goes for marketing that draws on nostalgia and the feel-good factor. Although digitization is well upon us, the best marketing strategy is the one that touches people beyond consumerism.
