If you’re a digital marketer, staying on top of the latest trends is critical. Only then can you make informed decisions about how to best present your products and services. The digital landscape has changed rapidly and exponentially in the last few decades. By being aware and proactive about leveraging recent evolutions, you can stand out and stay ahead of the competition. Here are a few major digital marketing trends to watch.
1. Video Domination
If you’re not creating video content, you should try it. The demand for video is increasing; in fact, over half of the world’s population watches a video daily. Video builds trust and more authentic connections than online text. You don’t have to do anything complicated to get started — try making a 15-30 second video introducing some aspect of what you offer and build from there. You’ll add a compelling aspect to your digital marketing.
2. Google as Home Base
Many users get just as far as Google results (as well as the information in Google My Business) and stop there. It’s imperative that your information be up-to-date and accurate, the indexing makes logical sense, your branding is consistent, and that potential customers can contact you easily from Google search results.
3. Authentic Reviews
This means real, honest reviews — nothing manufactured or contrived. Word-of-mouth is one of the most powerful marketing tools there is, and online reviews are the modern version of the “talk of the town.” Conduct your business with integrity and excellence, and you’ll be most of the way there. Be brave and ask for honest reviews from your customers and respond compassionately to entries on review sites.
4. Long-Form Content
Blog posts that completely answer a user’s question (longer ones!) result in more time spent on the page and a higher ranking in search results. Take some time to repurpose existing content, make a list of ideas that come to mind, and use Google’s “People Also Asked” feature to generate ideas for new topics.
5. Personalized Experiences
This means having a responsive site and putting the right content in front of your users at the right time. Most users are using their smartphones as research tools and expect the most accurate and relevant information for their context and situation. The ability to segment users (in email campaigns, landing pages, and more) means a more customized and satisfying customer journey.
Digital marketing trends are ever-changing. Consider these developments as you create your strategy.