Ready to gain a competitive advantage? Keep these emerging trends on your radar and implement the right tactics to drive your marketing goals forward. 

Quick overview: 

• Marketing techniques are always evolving. As new technologies develop and consumers change their behaviour, businesses need to adapt their marketing strategies accordingly. 

• Greater emphasis on building customer experience for long-term relationships, engaging content creation for social media platform, and utilising AI tools to speed up content creation. 

1. Cookieless marketing and working with first-party data 

Cookieless marketing is a term for marketing that does not rely on cookies to track user behaviour. Instead, it relies on first-party data collected by the company itself rather than by a third party. This data can be used to target ads, track conversions, and create targeted ads. 

Several ways for you to get started: 

• Direct data collection from your customers through surveys or questionnaires.  

• Use tracking tools such as Google Analytics to collect information on how customers interact with your website. 

• Use social media platforms such as Facebook to collect information on the interests of your customers. 

2. AI content writing tools 

Artificial intelligence (AI) has become more sophisticated, and more AI content writing tools are being used in marketing campaigns to create high-quality content quickly and easily. By automating the process of creating quality content, AI writing tools can help businesses to save time and money while still delivering great results. 

3. Ethical marketing 

Ethical marketing is not only the right thing to do as it is the future of marketing. Businesses that don’t adapt are risking losing their brand’s reputation. Consumers have become more aware of how their data is being used, and businesses need to be transparent about how they collect and use data to make sure their ads are truthful and accurate. 

Consumers are more likely to do business with companies that they trust, and brands that are transparent and honest.  

4. Short-form, vertical videos 

Customer attention spans are getting shorter and shorter. Using short-form, vertical videos is a great way to capture your audience’s attention. 

Short videos are great for promoting businesses because they are easy to produce. They are perfect for social media platforms like TikTok, Instagram Reels and YouTube Shorts for large audiences to scroll through their feeds quickly.  

5. Marketing in metaverse 

Virtual reality (VR) and augmented reality (AR) are two technologies that are slowly but surely gaining traction in the marketing world. These technologies can be used to create immersive, interactive experiences for consumers. 

As VR and AR become more common, we can expect to see more businesses using them to promote their products and services. 

6. Micro and nano influencers 

Micro and nano influencers are popular individuals who have a relatively small but highly engaging following on social media. Because they have such a loyal following, micro and nano influencers can be effective to reach your target audience when it comes to addressing a specific niche. 

Brands now also have the possibility to test multiple audiences instantly and invest in creating genuine relationships and transforming influencers into ambassadors. 

7. Customer-centric and E-E-A-T-focused marketing 

As customers become savvier, businesses will need to focus more on customer experience (CX). This means creating ads and content that are relevant and engaging without forgetting to provide excellent customer service. 

Google is also emphasising on best practices. Businesses have to make sure their e-commerce websites meet the most recent Google guidelines: E-E-A-T which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. To rank well on Google, your website must have high E-E-A-T. 

Google E-E-A-T assessment includes: 

• The quality of your content 

• The first-hand experience and expertise of your authors 

• The authority of your website 

• The trustworthiness of your website 

8. TikTok marketing 

TikTok offers brands a unique opportunity to reach a highly engaged and targeted audience. The app is most popular among Gen Z and millennials, making it a great platform for promoting products and services. 

TikTok’s focus is on short videos and it’s a particularly powerful and effective tool to: 

• Reach and engage new young consumers and prompting them to take action 

• Allow brands to create engaging dynamic content with high potential for going viral 

9. Text to image — creating graphics using AI 

Another leap in AI tool is text-to-image application. It helps to generate images or graphics quickly from scratch based on a text description.  

This technology has a wide range of potential applications, from helping artists create digital art, to businesses creating engaging visuals to test idea concepts or even using them for social media accounts or website.  

10. SEM and SEO 

Search engine marketing (SEM) and search engine optimisation (SEO) remain important.  

Google periodically modifies its algorithms to minimise the indexing of low-quality information, making it more difficult for companies to appear in search results. It’s crucial to regularly do SEO audits to ensure that all technical features, particularly those that may affect site speed and user experience on mobile and desktop platforms, are functioning as they should. 

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