Smart marketing requires agility. If you fail to recognize and adapt to changes in the industry, you and your company could get left behind. Learn about the following five marketing trends so that you can compete and win in the modern marketplace.

Rapid Analysis

In the rush to embrace big data, some companies may collect more information than they can process before it becomes obsolete. To begin with, data analysis involves recognizing meaningful data and separating it from the noise.

After extracting useful information, marketers must analyze it to find actionable insights and use them to optimize their campaigns. Needless to say, such processes require substantial time and effort. Also, failure to act can result in missed opportunities.

As a result, marketers are increasingly turning to technology to do their work. For instance, it can help you identify changes in customer behavior. Afterward, technology can help you adapt their tactics to match trends while simultaneously measuring the effectiveness of your changes. Platforms like Segment can help you get the most out of your data.

In essence, when you have the proper systems in place, the entire customer experience can become fluid. In other words, you can quickly respond to the needs of your audience. Rapid analytics can also help you design and execute effective retargeting campaigns.

Rapid AnalysisPersonalization

Superior analytics may not be enough to create a competitive advantage in the modern marketplace. Many firms have discovered this, forcing them to look for new ways to connect with customers.

As customers become savvier, they often respond better toward messages that resonate with them at an intimate level. For this reason, you need to know about the growing trend of personalization.

Combine your analytics with market research to understand the real-world needs and desires of your audience. Subsequently, use that knowledge to segment your audience into similar subgroups.

As your segments become smaller, you can address them with more precision. Consequently, your message will seem to speak directly to every individual. In the end, you will have a chance to increase your conversion rate while laying a foundation for long-term profitable relationships.

Remote Work

One trend in modern marketing affects how marketing professionals work, rather than what they do. Technology gives businesses a way to reduce the cost of their human resources, diversify their staff, and become more productive.

By embracing remote work arrangements, you can recruit talent from around the world and unify them with cloud-based communications and collaboration tools. As a result, you can expand your content creation capability without requiring expensive facility upgrades.

Generally speaking, remote workers are more productive than their office-bound peers. Similarly, they benefit from a healthier work-life balance because they spend less time commuting. They also have the necessary flexibility to manage their personal responsibilities.

Ultimately, remote work is a win-win situation where marketers and their employers benefit. Therefore, you should start evaluating project management, video conferencing, group messaging, virtual whiteboards, and other types of apps.

Artificial IntelligenceArtificial Intelligence

In the past, AI seemed like a fantasy. Perhaps you’ve thought of the technology in terms of machines and robots that think and act for themselves. Now that AI has become real, its limited capabilities might at first disappoint you.

Of course, AI is already influencing the way almost everyone lives and works, including business owners and marketers. For instance, AI already now powers many ad exchanges.

AI also has become essential in areas such as data and market analytics. Furthermore, AI tools can help you optimize your marketing campaigns while minimizing the need for human intervention.

Other exciting marketing trends such as chatbots contribute directly to the customer experience. These tools minimize human resources expenses while giving shoppers and customers prompt attention. When an AI can’t answer a question, the technology can intelligently route it to the agents who have relevant skills.

Advertising Options

Although evolving technology creates new opportunities for marketers, it also brings new challenges. For instance, ad blockers are growing in popularity. Now, regardless of how much you spend on display advertising, many people in your audience will never see your ads.

As display ads become less effective, many businesses compensate by increasing their investment in the same technology. However, some firms have joined a new trend that is leading them in different directions.

Businesses are now spreading their advertising budgets across numerous advertising channels. Essentially, they hope to increase their survivability through diversification.

Even if your current display advertising results please you, now is a good time to protect your business by exploring additional media options. For example, you can integrate native and video advertising as well as targeted content into your plan.

In summary, by taking advantage of the above five trends in modern marketing, you can future-proof your business. As you work, stay alert for new, creative ways to improve your marketing effort. Who knows? You might discover something that sparks yet another trend.

Jasmine Williams covers the good and the bad of today's business and marketing. When she’s not being all serious and busy, she’s usually hunched over a book or dancing in the kitchen, trying hard to maintain rhythm, and delivering some fine cooking (her family says so). Tweet her @JazzyWilliams88.