Whether you want to sell, inform or entertain, digital marketing will elevate your brand, and is a must-have for your advertising toolbox.

The rules of digital marketing are always changing. There will consistently be new trends as well as proven, time-tested trends, and it’s important to know which are worth focusing on. Below are 7 trends to consider.

Analytics Resources are Shifting
Google announced it’s replacing Google Analytics with Google Analytics 4 (GA4) in July 2023. GA4 is a more integrated, almost app-style platform. It does more than tracking website engagement, and it works well with marketing sites, eCommerce sites, apps and it provides comprehensive reports.

With changes in privacy regulations, product changes, and browsers blocking more and more ads, it’s now harder to measure how brands are performing. Utilizing organic (non-paid) content and SEO, marketers can lead users to them, perhaps using boutique networks and partners. Examples of organic marketing are:
• Blog posts
• Guest posts
• Case studies
• YouTube videos
• Unpaid posts on social media platforms
• User-generated content

Advertising is Moving Away from Google
Since the pandemic, marketers have changed the way they advertise on Google. Google Search, Call-Per-Click, and the Google display network aren’t producing the desired return on investment for marketers.

They are using other networks for their advertising needs, including:
• Microsoft Advertising (formerly Bing Ad)
• Choozle
• StackAdapt
• LinkedIn

Influencer Marketing is Exploding
Influencer marketing has exploded in popularity over the years and the global market size for last year, is estimated at $16.4 billion, and the numbers are slated to rise in 2023.

This ‘network effect’ works. People with bigger networks have a wider reach and are part of a community that you might not otherwise have access to.  A positive shoutout can have a massive impact on your brand,  whether the mention is paid or not.

User Experience & SEO
User experience (UX) is the overall experience a person has when using a product such as a website, in terms of how easy or pleasing it is. For example, if a website is crowded and confusing, people will stay away, reflecting poor UX. User experience has become just as important to Google as SEO, and should always be a main objective.

Fundamentals & Interactive Content
The market is seeing a push toward useful content rather than algorithmic fluff. No longer about getting clicks, digital marketing should provide people with quality content. Additional influences will include more AI assistance with such things as chat boxes, questionnaires and surveys. These tools can help provide visitors with a clearer picture of the brand or service and provide marketers with data.

Video Still Relevant
Video continues to be important in marketing and is a pivotal reason to use it in the user experience.

If you find that you are creating content that is better served in  video format, go with video. Consider that audiences are experiencing an over-saturation of videos, use if the format if it makes the most sense.

Consumers Trust User-Generated Content
User-generated content refers to content created by consumers and can be images, videos, text, testimonials, and audio. User-generated content about a brand will be seen by more people in a new audience, and increases engagement and trust. Consumers are 2.4 times more likely to trust user-generated content compared to what is perceived as advertising. User-generated content is expected to soar in the next few years.

It’s always wise to consult with a marketing professional for best strategies to achieve your goals. An agency, that knows your business, will develop a plan to grow your business, engage your audience and, ultimately result in sales.

*Excerpts from AltitudeMarketing.com