With digital marketing, staying up to date with trends is essential for success. However, not every trend is worth jumping on, and picking the right ones to follow can be tricky. As technology evolves and consumer behaviour shifts, new trends emerge that promise big results. But how do you determine which ones are genuinely beneficial for your business?
Understanding the Digital Marketing Landscape
Before we dive into identifying valuable trends, it’s important to understand the broader digital marketing landscape. Digital marketing covers various online platforms and strategies, including search engine optimisation (SEO), social media marketing, email campaigns, content creation, and paid advertising.
The landscape evolves constantly, driven by changes in technology, algorithms, and consumer preferences. For instance, what worked last year might not be as effective today, making it crucial to monitor emerging trends carefully. But how do you know when to jump in?
1. Relevance to Your Audience
A digital marketing trend should be evaluated based on its relevance to your target audience. The latest shiny object may seem appealing, but if it doesn’t align with your customers’ preferences, it’s a waste of resources.
For example, if your audience prefers long-form content that provides in-depth value, it might not be the best idea to follow trends pushing short-form videos. It’s essential to keep your audience’s behaviours and needs in mind when considering which trend to follow.
2. Potential Return on Investment (ROI)
Every marketing strategy requires time, effort, and, often, money. Before hopping on a trend, think about the potential ROI. A trend may be exciting, but if it doesn’t yield measurable results, it can end up being more trouble than it’s worth.
If you’re investing in paid ads on a new social platform, for instance, ask yourself: will this reach the right people? Will it drive engagement? Or will it be another example of throwing money at something that doesn’t work?
3. Sustainability and Longevity
Some trends are here to stay, while others are fleeting. A good rule of thumb is to evaluate whether the trend offers long-term benefits or if it’s a short-lived fad. Investing in trends that have staying power will help build a more robust and sustainable digital marketing strategy.
For example, while TikTok has exploded in popularity, many businesses are questioning whether it’s a long-term platform or just a flash in the pan. Platforms like Google and Facebook, however, have established themselves as long-term players. Consider trends that align with long-term shifts in consumer behaviour, such as the ongoing move towards mobile-first and user experience (UX) optimisation.
4. Your Business Goals and Strategy
Aligning trends with your business goals is a must. A digital marketing trend might be the talk of the town, but if it doesn’t support your business objectives, it’s not worth pursuing. Whether you’re aiming to increase brand awareness, drive sales, or grow your social media following, ensure the trend fits into your overarching strategy.
Take the example of a local business looking to increase foot traffic. Focusing on hyper-local SEO trends, such as Google My Business optimisation, could be far more effective than chasing viral trends on a national level.
How to Identify Valuable Digital Marketing Trends
With trends often being fluid and ever-changing, there are a few things that you can watch out for to know which are worth following.
1. Keep an Eye on Industry Leaders
One of the best ways to keep up with trends is to monitor the activity of industry leaders. Successful businesses often set the tone for what’s coming next. These leaders have the resources to experiment with new trends and technologies, and by observing their actions, you can learn which trends have real potential.
2. Analyse Emerging Technologies
The tech world is constantly developing new tools, and digital marketing is no exception. Emerging technologies like artificial intelligence (AI), machine learning (ML), and chatbots are shaping the way marketers interact with customers. These innovations have the potential to significantly improve customer engagement and streamline operations.
3. Follow Thought Leaders and Digital Marketing Blogs
Another great way to identify valuable trends is by following thought leaders in digital marketing. Subscribe to industry blogs, listen to podcasts, and engage with experts who regularly share insights into upcoming trends.
4. Look for Data-Backed Evidence
When considering a trend, look for case studies or data-backed evidence that shows its effectiveness. Solid data provides insight into whether the trend has delivered tangible results for businesses similar to yours. For instance, a social media platform’s new feature may have worked well for one brand, but it’s important to look at the broader picture.
Conclusion: Stay Agile and Adapt
While there’s no one-size-fits-all answer for choosing the right digital marketing trend, keeping your audience, goals, and resources in mind will guide your decision-making process. By focusing on long-term trends that align with your strategy, you can avoid falling for every new gimmick that pops up.
Stay informed, follow industry leaders, and be willing to adapt to the ever-changing landscape. Digital marketing is a marathon, not a sprint – pick the trends that will drive sustained growth and success for your business.
