The bedding industry is evolving at an alarming rate, both in-store and online. In order to remain competitive, mattress companies must adopt innovative marketing strategies to appeal to consumers. Here are five trends that are dominating the mattress industry in 2022:
1. Omnichannel Marketing
Omnichannel marketing is becoming an increasingly important strategy for businesses of all types. In the bedding industry, omnichannel marketing can be used to connect with customers across different channels and devices. This could include using multiple channels such as online ads, email marketing, and social media as well as providing personalized content based on customer data. By using omnichannel marketing techniques, you can ensure that your customers have a positive and seamless experience when interacting with your brand.
The cost of not going omnichannel: When the buyer experience feels disjointed, they lose confidence in their research which can lead to confusion (and lack of purchasing enthusiasm).
2. Personalized Advertising
In 2022, mattress companies will use personalized advertising to target specific consumers. This involves collecting data about each individual consumer and using it to create targeted ads. For example, if a company knows that you are pregnant, they may send you ads for maternity beds or breastfeeding pillows. By using personalized advertising, mattress companies can ensure that their ads are seen by only those who are likely to be interested in them.
The cost of not personalizing ads: It will assuredly reflect in higher cost of acquisition per client and lower conversion ratios.
3. Influencer Marketing
Influencer marketing has been around for decades, so you may wonder why we call this an emerging trend. The use of celebrities or social media influencers to promote products or services has exploded during the pandemic where micro-influencers with audiences of less than 1 million are leveraging their popularity within their ecosystem to drive sales for companies. In 2022, mattress companies are using influencers to promote their products with both paid influencers and affiliate marketing opportunities. Influencers post videos and images of themselves using the mattresses and talk about how comfortable they are. They will also recommend specific mattresses to their followers and offer discount codes for purchasing them online.
The cost of not using influencer marketing: Brands will have to find another way to reach potentially millions of prospective buyers through alternative means like traditional and social ads.
4. Virtual Reality
Virtual reality is a computer-generated simulation of a three-dimensional environment. It can be used to create immersive gaming experiences or to view 360° videos. In 2022, virtual reality is beginning to be used to promote mattresses. Consumers are able to enter a virtual showroom and test out different mattresses. This will allow them to make informed purchasing decisions without having to leave home.
The cost of not using VR: Virtual Reality helps the massively growing population of online buyers shop and learn about products in a fun way. Companies that do not utilize this technology will have to increase incentives (promotions) to justify the lack of this shopping experience.
5. Mobile Marketing
In 2022, more people than ever are using mobile devices to access the internet, so it's important for mattress companies to have a mobile-friendly website and use mobile marketing strategies such as SMS messages and push notifications. These tactics can help you reach more customers and boost your sales figures. This is especially important for re-targeting prospects that showed initial interest, but did not convert. SMS marketing is also an effective strategy for creating flash offers for current clients that already trust your company.
The cost of not using mobile marketing: Other companies are using mobile marketing so you will be losing mindshare (being top of mind) to your competition.