The marketing landscape is radically different from how it used to be a short 10 years ago. In 2007, we were beginning to come up with the ideas that would grow into the tools we all take for granted today, but were not quite ready to be used in the current landscape. In today’s marketing world, the gadgets and gizmos that make it so that we can work the marketplace that much more efficiently make it so that we can zero in and present our brands and products to the most particular of tastes--all the way from across the world and in real time.
The most current trends in digital marketing are always shifting, but the tools and practices that have shown the most success are what we will be focusing on today. Here are the top digital marketing trends used by the modern marketer.
Interactive and Social Media.
A lot of modern marketers overlook the tool and asset that social media is and can be for the purpose of marketing. Although a barely updated profile with nothing more than a name, link and a few pictures can technically qualify as ‘social media marketing’, it is so much more than just posting periodically to appear in people newsfeeds.
Any modern marketer worth their salt knows that through social media, you have a window into which you can reach out to each individual fan and follower of your brand, and be able to interact with them, and them with you. This kind of give-and-take of information allows you to pull insight from them on their perspective on how you can make improvements with your brand, and it also allows them to air any grievances they might have with your business. Hopefully they will have very little negative feedback, but any criticism is useful criticism.
Don’t just entertain with social media, care with social media.
Since this is the digital age, everything is about speed. Faster connections, faster information gathering, and faster updating. Everything is up to the second, and even faster than that if your internet connection can handle it. We as modern marketers can use this surge of up-to-the-second data to help us better understand the likes and dislikes of our potential and current customers, and use that information to better our brands in giving the people exactly what they want and little else. Why waste time and money on facets that nobody actually likes?
With tools & services like the ones by SimilarWeb, we can monitor constantly updating analytics that scan our websites, track visiting user behavior, and tell us exactly what product was looked at and for how long and sometimes even by whom. With this kind of intelligence, we can understand our audiences that much better in a fraction of the time
Branded Content Marketing.
It used to be all about billboards with eye catching images and brain-tickling slogans, now it’s all about fleshed out content. The modern consumer is hungry for information, and our jobs as the modern marketers is to give the people what they want –content.
Content marketing has become popular because brands have become much more than just a producer of products, they have become the producer of ideas. It is these ideas that are produced by the products that are what the modern consumer wants fleshed out, and content marketing is the fleshing out of those ideas.
If your brand is all about running, for example, and you want your brand to be seen as more than just a supplier of runner’s gear, then producing content that expands the concept of your brand into ideas is an act of content marketing. Articles on how to better your mind and body as a runner, videos on some of the best runners in the world sporting your brands gear…content that promotes what you do best and genuinely enriches the customers experience.
The modern customer wants more than just a product –they want the ideas that come with it. So, give them what they want. Produce content.
The modern marketer has their finger on the pulse of the digital landscape. They watch for what works best and for what is a waste of effort. They are constantly looking for ways to learn more about their audience and how they can best understand the customers that their brand attracts. As a modern marketer, what do you think is the best approach to understanding the modern customers?