Staying relevant often means staying on top of the latest trends in marketing. Check out these developments and ask yourself: is there some dust to shake off of your marketing plan?
Growing technologies. Shifting consumer behaviors. Changing digital platforms. The evolution of the marketing landscape is happening at an unprecedented pace. Here are a few trends that are changing our digital strategies—and we think they’re here to stay.
1) AI continues to grow, and prompts warnings for brands.
Artificial intelligence is optimizing everything from content creation to customer experiences. As AI tools become more intuitive, marketers are increasing their use of it for both strategic and mundane tasks. Meanwhile, consumers are getting savvier about “AI slop,” and are now more suspicious about what they see and read. The challenge for brands will be in creating the right balance of AI integration without compromising brand quality and trust. Can you leverage the power and efficiency of AI while retaining the authenticity, uniqueness, and human touch that consumers demand? Be careful in wielding the power of AI.
2) Pay-per-click advertising is on the rise.
As consumers shift more of their purchasing decisions online, and as businesses increasingly seek immediate, measurable results from their advertising efforts, pay-per-click (PPC) marketing is growing in importance. Global spending on PPC advertising like Google Ads reached over $190 billion last year, reflecting a steady upward trend. One reason for this growth is the high ROI: Google reports that businesses make an average of $2 for every $1 spent on Google Ads. With more competitors running PPC campaigns, this medium is quickly becoming essential for staying relevant in search results.
3) Search technology is evolving SEO strategies.
35% of U.S. households now own a smart speaker, which means more and more queries are being asked conversationally. Meanwhile, Google’s AI Overview summaries are encouraging more and more users to type their queries in the form of a question. Take advantage of these tech advancements by focusing your SEO efforts on long-tail keywords and natural language, to connect more effectively to these search queries.
4) Website design is advancing efficiency over depth.
A famous scientist once said, “A wealth of information creates a poverty of attention.” This can be applied to the way we engage with websites. The speed of today’s information flow has been shortening our attention spans and turning us into more reactive and impulsive web users. Website design is beginning to align with this new reality. To keep users engaged, a website must be delivered with more speed, immediate relevance, and visual interest than ever before.
5) Video content continues to grow in importance.
The importance of video content has been rising sharply, and that trend is showing no signs of slowing down. Meanwhile, video platforms have fundamentally changed our expectations for engaging, bite-sized content from brands. As marketers, we must continue to embrace short-form video, employ video storytelling, and lean into social media platforms that deliver video content, to connect memorably with our audiences.
6) Consumers demand more meaningful connections.
As social media and commerce continue to intermingle, customers are increasingly broadcasting their values through purchases and demanding more personal and meaningful relationships with the brands they choose. Companies can deepen their connections with their audiences with more personalized marketing and experiences, and create brand-bonding with authentic, mission-driven content. Don’t have mission-driven content? Many of our clients have taken a deep dive into their brand’s core values, inspiring both staff and customers alike.
Follow today’s trends like a marketing roadmap.
These marketing trends represent more than just strategies—they’re a roadmap for navigating an increasingly complex digital ecosystem. By embracing change, your business can not only survive but thrive in the evolving marketing landscape. Giddy-up!
