As the whole digital marketing landscape evolves, it is essential for marketers to stay on top of current trends in order to remain competitive. So what are the three trends in digital marketing now that you simply can’t ignore as a marketer? Read on to find out!
Top 3 Marketing Trends You Need to Dive Into
Marketing is an ever-changing industry, and staying updated with the latest trends can be daunting. But if you want to stay ahead of your competition, you must take note of the very top three marketing trends you can’t ignore now.
As we all know, digital marketing trends fluctuate in relevance. But some of these trends aren’t going away. From what it seems, some marketing trends are here to stay. Understanding these trends will help you create effective and successful campaigns.
So let’s dive into the top three marketing trends in today’s digital marketing landscape and see what you should keep an eye on to stay relevant as a marketer.
1. Embracing Artificial Intelligence
First on the list, of course, is artificial intelligence. AI is quickly becoming a major part of any serious business and digital marketing strategy, allowing for sophisticated automation of tasks and business operations and allowing businesses to analyze customer data at a much higher level.
AI can also personalize content, giving customers more relevant experiences. AI-driven marketing strategies can help marketers increase their reach and effectiveness, reduce costs, and increase ROI.
How can AI influence your marketing efforts?
Personalized Content
Content not personalized to a target audience can lead to lower engagement rates, lack of relevance, and reduced ROI. Unpersonalized content may be seen as irrelevant or unappealing by potential customers or current customers, leading them to ignore or delete it. However, with AI, this can be avoided.
For example:
1. You run an eCommerce store that sells different equipment for workouts, long-distance marathons, and health supplements.
2. User A, a runner, visits your e-store and looks for products for long-distance marathons.
3. After user A finishes browsing some products, your website will show user A more products related to running and fewer products related to working out and health supplements.
AI can identify customer preferences, interests, and behaviors, enabling businesses to target their messaging and materials better. This helps create more effective campaigns and reduces costs associated with irrelevant cold outreach.
Automation of Tasks
When the majority of marketing processes are not automated, marketers can find themselves overwhelmed. This may result in missed opportunities to engage customers, inefficient use of resources, and a lack of scalability. Thankfully, automation is AI’s number one use.
AI can:
- Use NLG technology to generate original, data-driven content for websites, blogs, and newsletters at scale.
- Use chatbots and virtual agents to give customers quick and accurate responses to frequently asked questions.
- Help marketers optimize campaigns in real time by analyzing customer data to determine which strategies are more effective.
Automating these processes reduces the manual effort required and speeds up performance.
Detailed Analysis of Data
Manual data processing often relies on slow, outdated methods such as copying and pasting from multiple sources, which can lead to errors or inconsistencies.
On the other hand, AI-driven analytics allows marketers to gain deeper insights into customer data than ever before, which can be used to create more effective campaigns.
With AI-driven analytics, marketers can quickly process large amounts of data with fewer mistakes or discrepancies. It also allows for more detailed and accurate analysis that would otherwise take much longer to complete manually.
2. Using Personalization Where It Matters
Personalization is something marketers need to take into account. Now, it’s no longer something only a few marketers do, as it allows the world’s most impactful brands to create more meaningful, relevant experiences for their customers.
With the help of AI, by tailoring messages and offers based on buyer behavior, companies can ensure they send the right message to the right people at the right time. By personalizing campaigns, marketers are able to create deeper connections with their customers, increase customer loyalty, and ultimately make more money.
Personalization isn’t only about creating better customer experiences and saving time and money. By automating processes, companies can reduce the amount of manual labor needed to personalize campaigns and save resources.
So, in what areas of your marketing processes can you utilize personalization? Here are a few:
1. Email campaigns: You can personalize your emails to customers based on their past purchases and preferences for a more relevant and enhanced customer experience.
2. Landing pages: Customize each landing page’s content to your visitor’s interests or demographic to please site visitors and maximize conversions.
3. Website content: Ensure your site visitors get shown more top-quality content, relevant information, and tailored offers related to their interests and less of your other offerings.
4. Advertising campaigns: Utilize customer data to customize ads so they’re more effective in reaching target audiences with relevant messaging, increasing your ROI from ad spending.
5. Social media posts: Add personalized messages on your social media networks for customers who follow your business online or brand, building loyalty, and trust with potential buyers.
3. Implementing Omnichannel Marketing
An omnichannel marketing strategy is a comprehensive approach to reaching customers through multiple touchpoints in an integrated, cohesive way. It’s about creating a seamless customer experience across all channels and devices, from the web and social media platforms to mobile, email, call centers, physical locations, and more.
Marketers can create an integrated marketing strategy that resonates with their business, brand, and target audience by using omnichannel marketing tactics such as personalization, cross-channel optimization, and unified analytics for insights into customer behavior patterns across all platforms.
71% of customers already use multiple channels to purchase different products and services. Hence, omnichannel marketing is essential for modern marketers because it allows them to engage with their customers from initial contact to purchase decision.
Regardless of the niche that you market to or the type of industry that you’re in, the primary goal of achieving an omnichannel level of marketing can be realized through the following steps:
1. Understand Your Customers: Deeply understand your customer’s needs and preferences to create personalized experiences tailored specifically for your target audience.
2. Implement Cross-Channel Optimization: Be sure to focus your marketing teams on creating multi-channel strategies that are optimized across all channels, including web, mobile, social media channels, online advertising, and email marketing.
3. Unify Customer Data: Collect information from multiple sources, such as website analytics, CRM data, customer feedback surveys, etc., to gain valuable insights into customer behavior patterns across all platforms in order to better segment customers and deliver more personalized messages/content.
4. Invest In Content Marketing: Drive more conversions by creating content that resonates with your target audiences in every channel and digital platform they use – through content marketing from blog posts and social media to videos and webinars – while staying true to your brand voice and values at all times.
5. Track Performance & ROI Metrics: Use unified analytics tools such as Omnisend or Google Analytics 360 Suite (GA360), which provide insights into customer behavior patterns across all channels so you and the sales team can measure the effectiveness of each touchpoint in terms of conversions tracked against revenue goals set for different campaigns or products offered by your business.
6. Don’t Forget About Mobile: Since mobile devices are now the primary way people access information and interactive content, optimize your content for mobile and ensure that it is responsive. This will allow you to take existing content to reach more customers with a better user experience across all channels.
Just One More (Bonus)
AI, personalization, and omnichannel marketing are the three with the most widespread application across industries. However, these are far from the only trends marketers should be aware of.
In fact, there is a multitude of other marketing trends that are worth taking note of. One example that we can’t afford to leave out is the incorporation of short-form videos into the marketing strategies of modern-day brands.
Short-form videos have quickly become an increasingly popular marketing tool among modern brands due to their ability to capture attention and engage viewers effectively and efficiently.
According to SproutSocial, 66% of consumers find short-form videos to be the most engaging content type on the web. 73% of consumers also prefer short-form videos when learning about a product or service, Wyzowl data shows.
Therefore, modern marketers should strive to incorporate short-form videos into their overall digital marketing and content-creation strategy and take advantage of the many benefits that come with them.
From increased engagement rates to improved conversion rates, short-form videos offer a variety of advantages that make them a must in any contemporary marketer’s own content marketing strategy toolkit.
Some Trends Don’t Go Away
Modern digital marketers must adapt strategies to keep up with the latest and popular digital marketing trends. While AI, personalization, and omnichannel marketing are some of the most important ones to consider, short-form videos should not be forgotten either.
With an increased engagement rate and improved conversion rates, they offer a variety of advantages that make them essential for any contemporary marketer’s toolkit.
In order to stay ahead in today’s competitive landscape, brands need to understand current customer behavior patterns across multiple platforms and all channels so as to create personalized experiences tailored specifically for each target audience.
Tune in to MTC Podcast for visionary Martech Trends.
ABOUT THE AUTHOR
Brian Shelton, Founder of Grow Predictably
Brian Shelton is an entrepreneur, marketer, and life-long learner committed to helping businesses achieve impactful results. He founded Grow Predictably to provide tailored marketing strategies to generate predictable, profitable growth. With over a decade of experience in the industry, Brian has helped businesses, large and small. reach their goals and drive positive change in the world.