Think about how marketing strategies have evolved over the last century. Door-to-door and in-person sales have been the norm for a long time. Virtual marketing tactics, like search engine optimisation and social media marketing, have maintained their high-performance level since the introduction of the internet.
How have these digital strategies outperformed or complemented traditional marketing methods? What has been the impact of technology on consumer behaviour and expectations? And, quite importantly, how can brands preserve a unique and consistent voice amid rapidly evolving digital trends?
These are just a few of the questions that this article will answer.
The 21st Century Brand Dilemma: Following Trends vs. Voice Consistency
Businesses have been quick to take advantage of the enormous Internet market, which has more than 5.35 billion people worldwide (Statista, 2023). Digital marketing trends provide brand recognition with a more dynamic edge, and your company's growth will depend on your ability to effectively promote your brand and remain on top of current trends. Here are just a few of the most prominent trends at the moment:
AI and Personalisation: AI fuels personalised marketing, transforming user experiences and connections.
Video Marketing: Video content becomes crucial for engagement across digital platforms.
Social Media Evolution: Social media shifts to integrated e-commerce and AI-driven user retention.
Mobile-First: Mobile optimisation is essential due to increasing usage.
SEO and SGE: AI reshapes SEO, emphasising quality content over AI-generated material.
PPC and AI: As AI aids PPC strategy, it requires a balance with human judgment.
But here is the challenge: on the one hand, businesses must be on top of these trends. But on the other hand, they must maintain a consistent voice.
Maintaining unity as a brand begins with speaking with one voice. It is the distinctive way a brand communicates with its customers in a way that makes its message easy to recognise and repeat. In fact, did you know that your bottom line can see a 33% boost with a unified brand voice? (G2, 2022) All brand communications should have a consistent tone to build credibility and trust with consumers.
Start with the Basics – Defining Your Values & Identity
If you want your content to be consistent and engaging across all platforms, you need to have a strong brand voice. To define your brand voice, consider your business's identity and values first. It also necessitates considering your target demographic and their priorities.
… But Also Adapt to What Customers Want
People now anticipate more from their experiences than in the past. Unifying different channels and creating a consistent brand experience for each customer is paramount in your data-driven strategy. Nearly all marketers (90%) think having a consistent brand voice is critical to success (Hubspot, 2024).
Blending AI Innovation with Humanised Content
In a world where AI-generated content is all the rage, the human element offered by Human-generated content is priceless. While also leveraging the capabilities of this novel technology, the focus is on engaging brand tales that strike a chord with the target demographic - and this is exactly what X10 does.
Interpreting Trends in Line with Your Strategy
The way forward is to understand the causes, effects, and implications of current trends on our digital marketing strategies. And to achieve this, X10 validates any findings with diverse data sources like market research and customer feedback to ensure accuracy. We prioritise data integrity, avoiding hasty conclusions based on incomplete or inaccurate data. Instead, rigorous analysis drives informed decisions for successful digital marketing efforts.
Consistency in the Customer Journey with X10
Formation Marketing’s X10 goes above and beyond data collecting by carefully investigating consumer habits, incorporating these findings into our marketing plan, and maintaining a consistent tone for the brand. All touchpoints, from trend research to consumer encounters, must adhere to a consistent brand language.
Apply What You Learn
If you want to keep ahead of the competition, you need accurate and reliable marketing insights. Still, the only way to get the most ROI is to put these ideas into action. With data-driven insights at your disposal, X10 strengthens decision-making, creates more engaging content, and optimises campaigns to boost conversions.
