COMMENTARY

8 Current Marketing Trends -- And What to Do About Them

• by JoAnne Gritter , 2 hours ago

Navigating the modern market landscape requires more than just awareness of trends. Actionable strategies are needed to meet consumers’ evolving demands. So here are eight current trends that define the current marketing landscape -- and how brands can incorporate strategies in response.

Consumer changes. As the speed of business accelerates, the ability to be responsive to changes in consumer tastes must accelerate, too. Use project management platforms for faster marketing methodologies. Real-time monitoring tools can track changes to consumer behavior.

Suggested tools: Trello, Asana, Google Trends, SEMrush

AI and automation takeover. Experimenting with AI-generated content is critical. Implement AI-powered marketing automation platforms for tasks such as email marketing, lead nurturing, and content personalization. Leverage machine learning algorithms to analyze customer data and generate personalized recommendations and content.

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Suggested tools: ChatGPT, Microsoft Copilot, HubSpot, Marketo, Google Analytics, Adobe Analytics

 Evolving data privacy laws. Fifteen states now have data privacy laws on the books. Privacy management platforms can audit data collection and storage practices, ensuring compliance with GDPR, CCPA, and other regulations. Implement consent management solutions, providing transparent opt-in/opt-out mechanisms for data collection and processing.

Suggested tools: OneTrust, Termly

Customer alignment with brand values, sustainability practices. Most younger adults support climate initiatives regardless of their voting habits, according to Pew Research. Integrate sustainability into brand storytelling, emphasizing alignment with environmental and social responsibility. Showcase certifications like B Corporation or partnerships with organizations like 1% for the Planet. Educate your audience about your sustainable practices. Case studies and testimonials can demonstrate commitment to environmental stewardship and corporate social responsibility.

Customers value transparency and trustworthiness. Consumers must evaluate brand trustworthiness in a world where they might only do business with you once, from a distance, as opposed to walking to the corner store and chatting with the owner. Use review management platforms to gather and display customer reviews, enhancing transparency and credibility. Incorporate trust badges and security certifications to assure customers about the safety and integrity of your website.

Suggested tools: Trustpilot, Yotpo, Norton, McAfee

 Data-driven decision making. As consumer tracking data becomes more granular, sorting through it to capture the metrics essential to your company’s success is critical. Implement analytics platforms for real-time tracking of KPIs and measurement of marketing effectiveness. Enable data-driven optimization of website content and user experiences.

Suggested tools: Google Analytics 360, Google Looker Studio, Tableau, Adobe Analytics (for real-time tracking of KPIs); Google Optimize, Optimizely (A/B testing and multivariate analysis)

Diversification of content formats. Making and sharing high-quality videos and animations on a limited budget has never been easier. Consider how and where videos can enhance your brand along with written and photographic content.

Suggested tools: Canva, Adobe Creative Cloud apps (for creation); YouTube, Spotify, Instagram, LinkedIn (for distribution)

Optimization for voice search. Voice search is booming, and brands must optimize their content for this growing subset of potential customers and clients. Optimize website content for natural-language queries, ensuring clear and concise answers to common questions. Enhance local SEO and focus on mobile-friendliness to improve visibility in voice search results.