Want to stay relevant? Stay on top of the latest trends in digital marketing.
The evolution of the marketing landscape is happening at an unprecedented pace. Check out these notable trends in digital marketing, and what you can do to take advantage of them. Is there some dust to shake off of your marketing plan?
1) AI continues to grow, and prompts warnings for brands.
Artificial intelligence is optimizing everything from content creation to customer experiences, and marketers are increasing their use of it for both strategic and mundane tasks. Meanwhile, consumers are now pretty savvy about “AI slop”— which mean they’re more suspicious than ever 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) 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 a growing number of 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, and adding questions to your content, to connect more effectively to these search queries.
3) Pay-per-click advertising is on the rise.
As consumers shift more of their purchasing decisions online, and as businesses seek more immediate, measurable results from their advertising efforts, pay-per-click (PPC) marketing continues to grow. Global spending on PPC advertising like Google Ads reached over $190 billion last year, reflecting a steady upward trend. One reason is the high ROI: Google reports that businesses make an average of $2 for every $1 spent on Google Ads. With more of your competitors running PPC campaigns, consider this tactic for staying relevant in search results.
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) Consumers are demanding more meaningful connections.
As social media and commerce continue to intermingle, customers are increasingly broadcasting their values through purchases and demanding more meaningful relationships with the brands they choose. Companies can deepen their connections with their audiences with more authentic, values-driven content. Don’t have values-driven content? Find out what’s most important to your staff by facilitating discussions in meetings or a retreat, then incorporate the results into your web content and a Core Values campaign. You’ll inspire customers, staff, and job candidates alike.
6) 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.
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!
