The digital world is constantly changing and so are the attitudes and preferences of your business's target audience. This means that a significant part of any successful digital marketing strategy is staying on top of the latest trends.

Throughout my years as a digital marketer, I have learned that knowing the trends isn't enough. You must also learn how to effectively use and apply them to your digital marketing efforts. While execution may seem a bit daunting, it doesn't have to be. Here, I've broken down the latest trends and how to leverage them to help improve your brand.

Interactive Content

Social media is still the main avenue to connect brands and consumers on exciting, engaging levels. It has forever changed the concept of having a relationship with a brand.

It's also true that your customers want to interact with you on a personal level; however, they are also looking for content that surpasses traditional text.

While interactive content has been a fast-growing trend for a while now, it's one that's likely to continue in the coming year. You can stay ahead of your competition by creating immersive, creative marketing materials. Some examples of interactive marketing include:

  • Questionnaires, quizzes, and polls
  • 360-degree virtual reality videos
  • Augmented reality materials
  • Interactive calculators

Conversational Marketing

To help increase personal relationships between consumers and brands, it's a good idea to utilize a conversational approach. Implementing conversational marketing allows you to use almost every channel to meet your customer's needs. This includes personalized emails, customer service chatbots, videos, and more.

If customers want to contact a business, they don't want to wait days or hours to hear back. In fact, 82 percent of consumers expect an immediate response to their questions. People want what they are searching for right away, even if it is in the middle of the night. If they can't get the information from you, they'll easily look to your competition.

Implementing conversational marketing into your site will eliminate the guesswork and help ensure your customers get just what they need as they interact with your brand. This is done by using a dialogue-focused communication style to help improve engagement and convert more leads.

As new trends emerge, it's important to know what they are and how you can use them to grow your brand and business. In some cases, these new trends may require you to rethink your overall marketing strategy.