Marketing is entering a new digital era, allowing businesses a global reach like never before. However, neither technology nor marketing techniques stand still, and digital marketing continues to evolve resulting in a number of exciting new trends. For those who work in digital marketing, it is essential to keep on top of the latest trends to see what works best in their business and industry to avoid missing out on valuable marketing opportunities. While it may be a challenge to stay up to date on the new developments in such a fast-changing role, it is a challenge that digital marketers meet with relish. In order to meet this challenge, those working in digital marketing must be aware of some important trends.
Emerging trends in digital marketing
VR and AR
Virtual reality and augmented reality are increasingly being used by digital marketers to truly give customers a feel of the results of a purchase. With online shopping, it can be hard for customers to fully understand what they are buying. On the other hand, shopping online is undoubtedly convenient. VR and AR can bridge the gap. It can allow potential customers to walk through a property or view the facilities of a hotel from the comfort of their home; they can see how a new outfit will appear on them or how cosmetics or hair dye can transform their appearance. In providing an interactive experience, VR and AR help customers become more immersed in their shopping, and having experienced something virtually, can make customers feel more assured in their purchase. And even if they decide the purchase is not for them, by knowing they can virtually try before they buy, customers will have increased trust in your brand and will be more likely to return in the future.
Voice SEO
Digital assistants such as Alexa and Siri are becoming increasingly popular and provide another medium for digital marketers to tap into with increasing numbers of internet searches now voice-based. This means that when considering search engine optimization (SEO), digital marketers must take into account the difference between spoken and written searches. This can mean considering conversational phrases, such as “What’s a good hotel in Boston?” as well as written phrases, “Hotels in Boston.”
AI
Artificial intelligence (AI) technology may still be in its infancy, but already it is making an impact on digital marketing. Digital marketers are finding uses for it that can include creating unique images for posts rather than relying on stock images that customers may have seen many times before. It is also increasingly being used in the data analysis that digital marketers need to inform their campaigns, helping the analysts spot trends and track customer preferences in real-time for a more personalized approach.
Personalization
Personalized marketing can help digital marketers create stronger relationships with their customers, and so a significant trend has been to create more personalized content in marketing campaigns. Machine learning algorithms can track customer data allowing marketers to create more personalized campaigns. And with content and offers more directly targeted, this can also help improve the click-through rate and the conversion rate. By creating that personal link, you can also help inspire brand loyalty in your customer base.
In-feed shopping
In-feed shopping puts ads with clickable links into daily internet tasks. These can include internet searches as well as social media feeds. On internet searches, the ads can be linked to certain search phrases with shoppable photos linking directly to your catalog. You can also set the ads to other factors such as the geographic location and even an inventory number so that if you no longer have that product in stock, the ads no longer appear.
Short-form videos
Short videos can be highly effective marketing tools with a number of social media platforms displaying them. TikTok is entirely based on video content, but other platforms have their own versions such as Instagram and Facebook reels and YouTube Shorts. When creating these, social media influencers need to be aware that they are likely to be viewed on a mobile screen and that the platforms are optimized for this. A well-targeted short-form video could even go viral, extending the reach of your campaign.
Influencers
Influencers generally have large social media followings, although a new trend is toward micro-influencers who may have a smaller following but related to a niche area and whose followers tend to be very engaged. Finding the right influencer for your brand isn’t always easy and takes time. The partnership needs to work for both parties, resulting in genuine collaboration and co-creation. If used effectively, influencers can be highly beneficial.
Push notifications and SMS marketing
Most people in the US own a smartphone. This means that your customers can be easily reached virtually all the time, for example, you can create push notifications that pop up as messages on customers’ phones. They may be used to remind your customer they have something booked with your business such as a hair appointment, a hotel stay, or a flight. They can also be used for receipts or as a way to reach your customers for an offer or event they may be interested in.
Texting is now so mainstream it could almost be seen as old-school. But with so many with a phone, it is an effective way to reach your customers. People will generally at least want to see who a text message is from and with well-created texts, perhaps including an offer or coupon, you can encourage customers back to your business. SMS messages need customers to opt into them, so sending them is a balancing act. You want to keep your business in the customer’s mind but too many could become a nuisance.
Interactive content
Social media has increased the amount of interactive content where customers can engage with you on their social media platforms. This provides the opportunity to answer questions on your products and services, to listen to what customers want, and to share their comments. Of course, not every customer on social media is a happy one, but this also provides you with a chance to respond to complaints, allowing customers to see how willing you are to put matters right. The use of social media for interactive content is not new but increasingly businesses are creating live interactions through platforms such as Facebook and Instagram. It is a good idea to promote these events in advance, letting customers know you are there to talk about your products or are hosting a question and answer session.
Keeping up to date
Whether you already work in marketing or are interested in that career path, one of the major factors in creating a successful career is to ensure that you are up to date with the latest digital marketing trends. Digital marketers tend to be creative people who are always keen to try new technologies and methods and so keep their knowledge up to date using a variety of methods.
Formal training and qualifications
Whether you are new to marketing or want to update your skills, gaining qualifications is one of the best ways to get up-to-date information on the latest trends and how they can be used effectively. Your workplace may organize training sessions that are well worth taking advantage of. You can also look at training options at universities near you. Alternatively, many universities now offer online courses that can offer a more flexible option while still delivering a comprehensive curriculum. There are many options at all levels of study that can help you start, update, or advance your marketing career.
If you are looking at a career change to marketing, a good option can be found at St. Bonaventure University. St. Bonaventure’s online Master of Arts in Communication–Integrated Marketing Communication course is an ACEJMC-accredited program and can be completed online in two years where you will prepare for the varied roles involved in a digital marketing career.
Follow industry leaders
Do your research to find thought leaders in digital marketing, particularly those who have a good track record at predicting trends and who are particularly successful. Once you have identified the industry leaders and influencers, follow them on social media and subscribe to their blogs, video channels, and podcasts. By commenting on their posts you can build up a relationship with them and perhaps be among the first to know their latest opinions and predictions.
Conferences and events
Like many industries, there are marketing conferences and events held every year and it is well worth attending these whenever you get the chance. As well as having the chance to network with other digital marketers, you will also hear about the latest trends and best current practices in digital marketing. There may also be workshops where you can gain hands-on experience in these new methods and the chance to discuss your ideas of how to use them with others in your industry.
Once back in your workplace, you can share the information and new ideas with others in your team. If you were not able to attend a conference but someone else from your team could, encourage them to share what they have learned, perhaps by holding a training event at your workplace where any information from conferences and events can be shared and ideas developed.
Join industry groups and organizations
There are a number of professional bodies, groups, and organizations relating to digital marketing that are worth joining. These can often give you exclusive access to industry information and the latest research. They will also allow you to network with other industry professionals, providing many opportunities for the sharing of knowledge and ideas. To get the most out of these groups try to attend as many events as you can, join committees, and volunteer for events. With a wide variety of groups available, it will not be feasible to join them all so research available groups carefully and choose one that aligns with your goals, interests, and ethos.
Don’t be afraid to experiment
As you learn about new technologies, platforms, and marketing techniques, take the chance to experiment to work out how to make them work for you, perhaps allowing you to reach new customer demographics and wider audiences. When trying something new it is more important than ever to collect and analyze the data the campaign generates to see its impact. Perhaps it is increasing traffic to your site with new customers, or maybe it is encouraging repeat business from your existing customers. Discussing your ideas and results with colleagues can help ensure you make the new developments work for you. It’s possible that you will even help make a new idea into the latest trend that will be copied by others.
Keep learning
In the fast-paced world of marketing, the learning never stops, and nor do digital marketers want it to. This is a career that attracts those always keen to learn more and try something new. While we can see what the current trends are in digital marketing, it is harder to imagine what the next year, five years, or decade will bring.
However, one aspect does seem likely. As businesses become more competitive, the demand for skilled digital marketers will not be going away, making it a great career choice. Whether you are just starting out or looking for a change of career, there are many opportunities in digital marketing. And once in the field, there are plenty of opportunities for promotion. If this is a career that interests you, there has never been a better time to consider your training options. With flexible online courses, it has never been easier to fit your studies around work and personal commitments. Online degree programs are a great first career step, giving you the knowledge and skills to discover new marketing techniques and technologies, identify trends, and have a successful career in digital marketing.
