In my job interviews over the last several weeks, I have been getting repeated questions about how I keep up with the latest marketing trends. It's a compelling thought as many genuinely struggle to keep pace with the fast-evolving world of marketing. (I sometimes struggle with it too.) The digital era is old news because most businesses have adopted or at least adapted to technology, but the generation after that is disrupting what was already disrupting, and with the marketing landscape in constant flux, how does one stay relevant and ahead of the curve? (also, apologies for the run-on sentence).
The Changing Tide of the Marketing Landscape
The Post-Pandemic World and Its Influence on Marketing
The recent pandemic altered our world in strange new ways, ushering in a new era where remote and hybrid work models became the norm rather than the exception. This change, in turn, transformed how brands communicate with their audience. As face-to-face interactions diminished, businesses had to innovate and pivot their strategies to reach consumers in their homes. How we perceive 'work' and 'workplaces' has changed, so the marketing world reacted by moving events and promotions online at a scale not seen before. Of course, nothing stays the same, and now many consumers are being forced back into their offices – thus creating even more change.
AI's Meteoric Rise in Marketing Conversations
Then there's the unstoppable surge of Artificial Intelligence (AI). Tools like Midjourney and ChatGPT would've sounded like something from a sci-fi novel a couple of years ago. Today, they are integral parts of our daily marketing chatter. AI isn't just a buzzword; it's a force reshaping how we think – How we collect data, analyze it, and use it to craft personalized marketing strategies. Whether it's chatbots offering real-time customer support or predictive analytics forecasting market trends, AI is at the forefront, making its overbearing presence felt at every turn.
The Evolution of Communication Platforms
I think that while social media has always been a dynamic realm (who remembers MySpace? Google+?), the last two years have been particularly tumultuous. Platforms like Twitter, TikTok, and Threads have been under the spotlight, sometimes for revolutionizing communication and, at other times, for more dramatically controversial reasons. With algorithms changing overnight and user demographics shifting rapidly, consumers react, and marketers sometimes overreact. It has been a struggle sometimes to leverage the power of these platforms effectively, especially when you are still determining what they will look like 24 hours from now.
Contextualizing Current Marketing Trends
Understanding the foundational shifts in the marketing landscape is pivotal. These shifts provide the backdrop that all other trends interact with. When you hear about the growth of influencer marketing, the emergence of 5G technology, the continued importance of live streaming and video, etc. – it's essential to view them not in isolation but as a part of this larger narrative. And while the tools and tactics might evolve, the core remains the same: to connect, engage, and create lasting relationships with the consumer.
Navigating the Sea of Marketing Trends: Tried and Tested Strategies
So, to keep up with ALL of it, when you feel like you are drinking from the firehose, here are things that I do with some general tips to keep you on top of trends in marketing right now to ensure I'm not just keeping up, but leading the charge.
1) Remember the basics
Even in this age of rapidly changing strategies and technologies, it's important to remember our roots. Here's why grounding oneself in foundational marketing principles is beneficial:
The Timelessness of Core Concepts
While the world around us evolves, some truths of marketing remain constant. These principles have stood the test of time, giving marketers a stable foundation in the chaos. Concepts such as the 4Ps (Product, Price, Place, Promotion), Porter's 5 Forces, and SWOT analysis still hold immense value. They aren't going anywhere.
Consistency of Human Behavior
Maslow's Hierarchy gives us insights into human motivations. Understanding these can make marketing messages more resonant and impactful. The Optimal Value Proposition and the market value principles of Brand Management tap into what makes consumers tick.
Navigating Business Dynamics
Other things like Project Management processes, the Product Lifecycle, and the Ansoff Matrix give marketers an edge. They allow us to predict, strategize, and execute plans more effectively in different market conditions.
2) Harnessing the Power of Social Media and Analytics
Frequently, the first place you may realize that something is becoming a trend is because it's being talked about on social platforms. Looking at trending topics over the last weeks or months can help you see what might be coming. Furthermore, social listening with analytics can help you know how you are currently being talked about and positioned in relation to those coming changes.
3) Staying Tuned with Industry News and Voices
There are lots of excellent industry news sites that provide great insight into new marketing trends.
Bookmark Key Websites
This is why I sometimes run into trouble and crash my browser by having too many tabs open simultaneously. I bookmark great sites – and then proceed to keep them open. Websites like MarketingProfs, Qualtrics Market Research, and AdAge are treasure troves of information. They offer articles, case studies, and expert opinions that can keep you "in the know."
Plugging into Podcasts and YouTube Channels
The auditory and visual mediums offer an engaging way to consume content. Podcasts like Bob Cargill's Marketing podcast and On Brand with Nick Westergard are just the tip of the iceberg. YouTube channels from Brand Innovators and HubSpot Marketing offer viewers access to industry experts they wouldn't otherwise be able to connect with and provide actionable insights.
4) Tapping into the Pulse of Professional Associations & User Groups
Speaking of industry experts… Marketers, Brand Managers, and others can benefit from being part of larger collectives. I'd be remiss if I failed to mention the importance of professional associations in identifying and propagating trends. Connecting with them and the experts you meet can go a long way to helping you surf the future of marketing. Here's how professional associations and user groups can elevate your marketing game:
The Value of Associations
Professional associations play a pivotal role in propagating new trends and refining and evolving them. By being an active participant, you don't just stay updated – you become part of the trend-setting process. When you are engaged (by engaged, I mean volunteer), you get to experiment, try new things, and sometimes spark change yourself.
Some Awesome Groups
I'm a big fan of the American Marketing Association, having been a volunteer with both AMA Phoenix and AMA Boston. These are the most knowledgeable experts in local marketing you will ever meet. Their events are always top-notch and are packed with professionals overflowing with vision.
Other groups that are out there include PMI for Project Managers, HUG for HubSpot experts, and AIGA for graphics designers and visual artists. Also, don't forget to check out industry-specific groups too – a favorite of mine is The Toy Association to learn about the latest in communicating about toys.
5) The Grandeur of Trade Shows & Conferences
Trade Shows and Conferences can be expensive, but if you can go to these significant regional, national, and international events, you may have an opportunity to learn about many trends at one time. Events like Inbound and Adobe MAX bring together the brightest minds from across regions and even countries – so you can have a face-to-face impact and ask questions about the latest trends in person. In terms of knowledge and networking, the return on investment is often worth the expense. Experiencing firsthand demonstrations, engaging panel discussions, and interactive workshops can offer insights no article or webinar can.
The Marketing Journey – It Never Ends
I'd say that staying updated in marketing isn't a destination but an ongoing journey. You will never reach the end because transformation is constant. The avenues are many - from core principles to social listening, industry news, associations, and grand conferences. There are so many ways to keep up with marketing trends. The above are just some of the ways I do it. How about you – how do you keep on top of marketing trends? If you have some tip, trick, or strategy, hit the reply button. Let's learn, adapt, and grow together.
*AI aided me in the editing and structuring of my article.
Comments