3 Digital Marketing Trends To Know!

The world of digital marketing is constantly evolving, which is why it's so important to make sure you stay up-to-date on all of the latest trends, techniques and best practices. As we trudge farther along into 2018 and beyond, there are a few key trends in particular that you're definitely going to want to focus on. 

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Personalization is King

One of the most important digital marketing trends of the modern era - and indeed, one that's become increasingly important over the last several years - is personalization. This is about more than just using someone's name at the start of an e-mail instead of "Dear Sir" or "Dear Madam." Personalization is about the lengths you're willing to go to in order to make someone feel like they're the only customer you have - or at least, the only one that matters.

It works incredibly well, too - in-house marketers who regularly personalize Web experiences tend to see an improvement in sales, on average, of 19% or more in many situations.

Consistency is Key

Equally important are the lengths you're willing to go to in order to offer the most consistent experience possible across all of the channels that you're working with. These days, you're likely on social media sites like Facebook and Twitter. You're posting videos on YouTube. You're guest blogging. You've got a blog of your own. The list goes on and on.

While all of these channels are different, you need to make sure they all feel like they're a part of something much bigger than any one of them individually. You need to pay attention to everything - from topic selection to language to tone of voice and more - to make sure that everything feels like it's coming from the same place. This is how you avoid brand confusion and create the best experience possible regardless of the channel in play.

These Days, It's All About Invisible Return on Investment

Finally and perhaps most importantly, one of the most pressing trends in terms of digital marketing takes the form of a shift in perspective. Gone are the days where the number of leads you've been able to generate or the number of sales you've been able to make are the only ways to really nail down what your true ROI is for any particular campaign. In the modern era, it's important to divide your attention equally between the ROI indicators that you can see... along with those you can't.

"Invisible Return on Investment" is a term that describes things like brand awareness, or the extent at which both current and prospective customers are familiar with the distinctive qualities of your brand. They're the efforts that you make to not only continually remind people that you're out there, but to make sure that they see you in the right way at the exact same time. 

Focusing on brand awareness and invisible ROI as a concept may not have an immediate dollar value attached to it, but it's how you form a relationship built on trust. It's how you become the "be all, end all" expert they're looking for. If you're able to do that, you unlock the type of long-term benefits you just can't put a price on.