If you’re reading this, I assume you’re either interested in or already doing online marketing. If not, maybe now’s the right time to become more actively involved!
The world of online marketing is constantly evolving, and while many marketing trends and strategies come and go, there are a few that truly stand out.
In this article, we’ll examine the five newest and most promising marketing trends to keep an eye out for in the coming year.
1. Voice Search
Voice search has been around for a while now, mostly marketed to businesses to help them optimize their content for customers who are seeking information via voice queries rather than text-based searches. Now, digital marketers are taking note and optimizing their content for the search giant’s newest platform, Quick Query.
On this platform, users can initiate searches using keywords, phrases, or sentences rather than just words. For example, someone could say “Searches consisting of the word ‘Marketing’ have doubled in the last year. Which industries are searching for these terms?”
When a user makes a search query, the results appear instantly as a list of snippets with the most relevant results at the top. And the best part is that Google has designed the platform to make the user’s experience easy and fun. As a result, voice searches have become somewhat of a popular way to search for content and engage with other users.
2. Video Is On the Rise
Whether you prefer to call it video content, mini-videos, or simply footage, video content is becoming more prevalent on the web. From YouTube’s first baby video to TikTok’s most popular meme, 2019 has seen the video-sharing platforms emerge as the go-to places for consumers to engage with their favorite creators and content.
And why not? Video content allows users to engage with content in a more personal way. Whether it’s a funny dog video or a more serious educational video, the internet offers up a variety of content and creators that users can choose from when deciding which videos to engage with.
According to HubSpot Blogs research, 66% of users watch videos to better understand the topic, while 18% want to learn more about a product or service. The video format also works well for businesses because it’s easy to understand and quick to engage with users.
3. Authentic Long-Form Content
If you’ve been paying attention to the news over the past year, you might already know that shorter-form content is becoming much more popular. From short-form articles on LinkedIn to Instagram stories and TikTok’s infamous car-crash videos, the short-form content trend is here to stay.
However, that doesn’t mean that long-form content is a thing of the past. In fact, as businesses and individuals seek to better understand their consumer, so too should long-form content become a more important part of the marketing mix.
According to HubSpot Blogs research, consumers prefer reading lengthy articles or books about a brand, technology, or hobby, rather than only consuming shorter-form content.
Why? Authentic long-form content allows the reader (or viewer) to better understand the topic at hand. For example, if you read an in-depth look at a technology you’re not familiar with, you can learn more about the subject and potentially discover new features or products that you might find valuable or interesting.
4. Content Creation
In today’s digital world, content is everything. Whether you’re creating blog posts, social media images, or video content, content is key in digital marketing.
To be successful, you must have high-quality content that is relevant, interesting, and well-written. Plus, you need to be able to generate as much content as possible without relying on a single source. That is, you need to be able to continually create content even when you don’t have new material to post.
Fortunately, with the right tools and a little bit of know-how, it’s easier than ever to become a content creator. In fact, with platforms like Canva’s new Content Creation platform, even non-designers can easily create high-quality editorial content for their websites or blogs using stock photos, memes, and quick-witted copy.
And you can bet that if you can create content, you can easily find your niche and become a go-to source for your industry. In this way, content creators can emerge as a popular marketing strategy in the coming year.
5. Influencer Marketing
Last but not least, let’s not forget about influencer marketing. More and more businesses are turning to influencers to help them spread the word about their products and services. After all, who better to recommend a product or service than someone who’s been there, done that, and has the testimonial to prove it?
According to HubSpot Blogs research, 73% of consumers trust testimonials from people they know, while only 12% trust advertisements.
So, if you’ve got an influencer in your network who can promote your product or service, you’re in luck. Not only will they likely have a large social media following, but they can also engage with potential customers in a more personal way.
If you’re looking to grow your business in the next year, pay close attention to these five marketing trends. By understanding the changing tides of the industry, you’ll be able to develop the skills you need to navigate this ever-evolving world successfully.