By Katie Milordis, RBOA Director of Digital Marketing
As the Director of Digital Marketing, I’m responsible for keeping up with the ever-changing landscape of digital marketing across a wide range of industries. While my role demands that I stay current with trends, there’s a unique challenge I face when working with clients who operate in vastly different spaces. Each industry has its own set of nuances, and staying on top of trends that are relevant across the board can feel like a balancing act.
For someone like me—27 years old, at the intersection of Gen-Z and Millennial—keeping pace with the latest trends is crucial, but it’s also about understanding that the fast-paced changes we see in marketing don’t always align with my personal experience. While I’m technically part of Gen-Z, I don’t always relate to the trends that are so intrinsic to that group. Similarly, the generational gap between me and most Millennials means there are aspects of their marketing habits that don’t always click either. This makes my job even more exciting, as it constantly challenges me to think beyond my own experiences.
- Diversify Your Sources of Inspiration: The first thing I do when researching marketing trends is diversify my sources. Relying solely on the same blogs or social channels can give you a limited perspective. I make it a point to check out trend reports, marketing podcasts, YouTube channels, and even niche industry newsletters. By pulling inspiration from a broad set of channels, I can spot cross-industry trends that may not be obvious at first glance.
- Understand the Demographics of Your Clients’ Audiences: One of the biggest challenges when working across industries is recognizing that marketing to one audience may not work the same way for another. What resonates with a tech startup’s audience may not be effective for a law firm or an online store. As a marketer, it’s essential to drill down into who the audience is, what they care about, and how they consume content. While trends may vary across demographics, some behaviors—like the growing importance of visual content—are universally relevant. Be sure to understand what matters to each demographic and apply these insights when evaluating trends.
- Stay Curious and Play Devil’s Advocate: One of the best things about my role is that it allows me to constantly learn and research. I’ve always had a knack for playing devil’s advocate during content planning and brainstorming sessions. This mentality has helped me avoid falling into the trap of assuming that a trend will work just because it’s popular. It forces me to question: Who exactly is this trend working for? Is it actually beneficial to our client’s audience, or are we just following the crowd?
- Recognize the Power of Data: One of the key ways to keep an eye on marketing trends, especially when you have clients in multiple industries, is by leveraging data. Tracking how different types of content and campaigns perform across industries will help you identify patterns and trends that are worth paying attention to. Whether you use Google Analytics, social media insights, or email marketing reports, the data you gather will allow you to keep your finger on the pulse of what works and what doesn’t.
- Be Open to Experimentation: Trends come and go, and it’s easy to get swept up in trying to stay ahead. But one of the most important things I’ve learned is that sometimes the best way to truly understand a trend is to test it out. Not every new marketing tactic will work for every client, and the only way to know for sure is to experiment. Running small-scale tests across platforms with targeted messaging will give you valuable insights into what your audience responds to.
- Embrace Multi-Industry Crossovers: Finally, don’t overlook the opportunity for cross-industry insights. Sometimes, what works in one sector can be applied to another. For example, the social-first approach that has worked wonders for e-commerce businesses can be adapted for industries like real estate or law firms by tapping into their visual potential. Marketing trends often cross-pollinate between industries, and being open to innovative thinking can result in unique strategies that set your clients apart.
The Wrap
As digital marketing continues to evolve, it’s essential to stay on top of trends without getting overwhelmed by them. With a mix of curiosity, data-driven decision-making, and a willingness to experiment, you can effectively spot trends that will work across industries. It’s about recognizing that while trends may shift and vary, understanding your clients and their audiences will always be at the core of a successful strategy. For me, being in a position where I’m constantly learning and challenging the status quo is what makes digital marketing both a fascinating and rewarding career.
RBOA is a digital marketing agency with a 40-year legacy of creativity, smart strategy, and fresh thinking that delivers award-winning communications and successful results. We provide clients with a unique, omnichannel blend of advertising, social media, digital marketing, and web design services.
If you are interested in learning more about digital marketing for your organization, we hope you will reach out to RBOA to schedule an exploratory call.