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Six Digital Marketing Trends to Know
Posted October 11,2017 by CUNA Economics

As digital marketing gains prevalence, it is important for marketers to understand emerging trends in virtual channels.

Consumers are connecting with products and service providers in new ways, says Forbes

Digital marketing is growing in popularity, and the organizations that will find success are those that will adopt and leverage communication channels resulting from growing consumer acceptance of digital marketing strategies. 

Marketing via social media is one example of digital outreach that is gaining ground.  According to the American Marketing Association (AMA), at present, social media accounts for 8.9% of marketing budgets, a figure projected to reach 13% a year from now. 

Indeed, allocations for social media expenditures in marketing budgets may increase 89% within the next five years, says AMA.

As digital marketing gains prevalence, it is important for marketers to understand emerging trends in virtual channels.  This awareness will prompt targeted marketing strategies designed to reach and engage consumers in more personalized ways.

Recent articles at Forbes and The American Marketing Association outline six digital trends that marketers need to know to stay on top of their game:

  • Echo Chambers gain prominence as a platform where consumer “likes” and “follows” identify people as members of like-minded groups.  Algorithms delineate “echo chambers” where marketers can create specific content of appeal to reverberate within these cohorts.  “Messages are then amplified by encouraging the participants…to share and engage with each other,” says AMA.
  • Interactive Content takes center stage when marketers create messages to help consumers engage with a brand.  Some examples of ways to prompt virtual interaction are games, infographics, quizzes, and calculators.
  • Geo-marketing is an important way to target outreach based on consumer location.  People take greater advantage of mobile devices as they go about their day, “necessitating geo-contextualized messages and services.”  Digital maps, too, will help in decision making when marketers use analytics as important data sources.
  • A Talent Gap is becoming evident in digital marketing.  Organizations need to seek equilibrium between generalists and specialists.  “Classically-trained marketers” as well as new employees will benefit from training in digital marketing to better understand SEO, location targeting, content marketing, analytics, and omni-channel integration, notes Forbes.
  • Social Marketing is a lower-cost technique with high return on investment.  Provide consumers opportunity for direct interaction by posting on Facebook or in other venues to grow exposure.  Also consider offering discounts or other special offers.  Start to depend more on social sites to “deliver more awareness and traffic” and less on traditional news sites.
  • Video Marketing is another growing area of interest to marketers.  Consider the possibility YouTube videos offer given low production expenses and potential to reach a large audience.  “Expect more businesses to hire marketers who understand the psychology behind what motivates audiences to watch video content…Brands would be prudent to close the talent gap in this key area,” says Forbes.

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