Those who have been in marketing for decades will be the first to tell you that the industry is constantly changing. It can be a little harder for industry veterans to adapt to innovative technology when it comes to marketing, but it’s essential that anyone working in this space be aware of the latest up-and-coming digital trends.

Some of the biggest advancements that we’re going to discuss in this post may be brand-new to you - some you’ve probably already heard of, but aren’t sure how to implement. No worries, we’re put together a step-by-step guide to understanding each of these brand-new marketing tactics, and how you can use them for your business.

Influencer marketing

You’ve probably heard of this one - even if you’re just the type to roll your eyes at influencers. Okay, it might seem a little crazy to the seasoned marketing expert: a teenager on TikTok promoting a skin care line or a popular YouTuber pushing a brand of beverages.

But guess what: it absolutely works.

According to a survey, half of the Millennial population tend to trust recommendations about products from influencers - and only 38% report trusting endorsements from celebrities. This is a far cry from yesteryear, when a celebrity endorsement was widely trusted by consumers.

Among marketing experts, 92% reported that influencer marketing is truly effective in this day and age; and 33% of consumers from Gen Z have bought a product endorsed by an influencer within the last few months.

Influencer marketing lets brands reach their target audiences in a more authentic and engaging way. By partnering with influencers, brands can tap into their followers and gain access to a wider audience that trusts and values the influencer's opinion. Influencers can help brands create buzz around their products or services, increase brand awareness, and generate leads and sales. 

Also, influencers often have a loyal and engaged following, which means that their posts can lead to high levels of engagement and user-generated content, further amplifying the brand's reach. With the rise of social media and the increasing use of ad-blocking technology, influencer marketing has become a powerful tool for brands to reach their audiences in a more organic way.

Email marketing

I know what you’re thinking. “Email is hardly cutting edge.” Sure, many of us have had at least one (but probably several) email addresses since the days of AOL and Juno. 

But email marketing has evolved: meeting segmentation. This is the practice of dividing an email list into smaller groups based on specific criteria, such as demographics, behavior, interests, or engagement. Segmenting your email list lets you send more targeted and personalized messages to each group, which can result in higher open and click-through rates, and ultimately, better conversion rates. 

Segmentation can also help you avoid sending irrelevant or unwanted messages to your subscribers, which can lead to higher unsubscribe rates and lower engagement. Overall, segmentation is a powerful tool in email marketing that can help you improve your ROI and build stronger relationships with your subscribers.

Voice SEO

Now we’re getting into the less familiar territory. What is voice SEO? In a nutshell, it means keeping in mind that when people ask Google a question, they tend to speak in full sentences - not just keywords. When’s the last time you asked Google, “Restaurant, fish fry, Madison, Wisconsin”? Nope. You’re going to ask, “What’s the best fish fry in Madison?”

You need to be aware of how to make this work for your brand. Voice SEO involves optimizing your website and online content to improve your visibility and ranking in voice search results. Again, this type of SEO focuses on the natural language and conversational phrases that people use when conducting voice searches, rather than just focusing on traditional keyword phrases.

To optimize your SEO for voice search, consider using long-tail keywords and conversational language. Consider creating a FAQ page on your website that would answer common questions that people are likely to ask when using voice search. Going back to the fish fry, say you’re a local restaurant and you want your name to pop up in voice searches. Your FAQ page should contain info about your restaurant’s Friday night fish fry.

Shoppable posts

Also known as in-feed shopping, shoppable posts are posts on social media platforms, like Instagram or Facebook, that let viewers click on a product within the post and be taken directly to the product page to make a purchase.

A shoppable post usually features an image of the product, a description, and a price - along with a button that says something along the lines of “Shop Now” or “Buy”. These posts are a seamless and convenient way to shop, because customers can make a purchase without even leaving the app they’re using.

If you have an ecommerce store, you should already have established a presence on multiple social media platforms - Facebook, Instagram, TikTok, etc. Remember, literally billions of people use these apps - 2.8 billion monthly users on Facebook, over a billion active users on Insta, 400 million monthly users on Pinterest, 1 billion on TikTok, 2 billion on YouTube, and so on.

SMS marketing 

This is a simple premise: it’s sending texts to customers who have chosen to opt in. It’s a great way for companies to engage with their customers, and it can be used for promos, coupons, sales, new product updates, and even personalized messages to targeted audiences.

The main advantage of SMS marketing is how quick it is. Customers are more likely to see and respond to a text message compared to an email or social media post. To use SMS marketing effectively, businesses should keep their messages short and to the point, and ensure that customers can easily opt-out if they no longer wish to receive messages.

Like with email marketing, businesses should segment their SMS marketing campaigns to make sure that the texts are relevant to whoever is getting them. For example, a clothing retailer could send different promotions to male and female customers, or offer different discounts to customers who have purchased from them before. “New customer” promos are a great way to attract new business; “loyalty rewards” or similar programs are a popular way to keep shoppers coming back.

Interactive content

Interactive content is a great way to engage with your audience and build strong relationships with your followers. Platforms like Instagram Live and Facebook Live let you interact with your viewers in real-time. You can answer questions, address concerns, and showcase your products or services.

TikTok is an increasingly popular platform when it comes to live interactive experiences. With a billion users - like we mentioned before - and growing, TikTok is hugely popular with Gen Z.

If you're looking to take advantage of interactive content, consider hosting an "ask me anything" live event or a product Q&A. Promote your event on social media and through email marketing to increase participation. And don't forget to pay attention to your streaming setup to ensure a high-quality event.

Don't be afraid to get creative with your content and experiment with different formats to find what works best for your brand.

Conversational marketing

In a word, chatbots. In a few more words, conversational marketing refers to the practice of utilizing AI technology to engage with customers.

Conversational marketing is all about making it easier for customers to get in touch with your business. By using chatbots and AI assistants, you can provide quick and efficient support to your customers. And the best part? You can do it 24/7 without having to be available at all times.

One of the biggest benefits of conversational marketing is that it can help generate leads for your business. By asking customers questions and gathering information, you can build a database of potential customers who are interested in your products or services. This can help you create targeted marketing campaigns and increase your chances of making a sale.

Another great thing about conversational marketing is that it can help improve your customer service. By providing fast and efficient support, you can keep your customers happy and satisfied. And when customers are happy, they are more likely to recommend your business to others, which can lead to even more sales and growth for your business.

Stay on top of trends

Staying on top of digital marketing trends like all of these is crucial for businesses because it allows them to stay relevant and competitive in an ever-evolving digital landscape. Keeping up with the latest trends and technologies lets businesses better connect with their target audience, engage with them in new and innovative ways, and ultimately drive more conversions and revenue.

In addition, staying on top of digital marketing trends allows businesses to adapt quickly to changing consumer behaviors and preferences. For example, as more people have shifted towards online shopping and mobile browsing, businesses that have adapted their marketing strategies accordingly have been able to thrive while others have struggled.

Keeping up with digital marketing trends helps businesses to stay ahead of the curve, maintain relevance in their industry, and better serve their customers. It's essential for businesses to continuously learn, experiment, and adapt in order to succeed.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles. 

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.