Marketing is easily among the most important endeavors for your business, but it is likely one you understand the least. Marketing changes fast, and unless you are closely affiliated with a large and powerful marketing department or firm, you probably don’t have time to track the latest trends. However, if your marketing campaign is even a few months out of date, you are likely losing your audience’s attention – which means you are losing sales.

This short-but-sweet guide will help you learn a bit about the current hottest trends in marketing – but it won’t be relevant for long. In addition to staying in touch with the Thrive blog, you should invest in continuing marketing education, perhaps earning an online business certificate in marketing, and communicating often with top marketing influencers. In the meantime, enjoy the answers to all your burning marketing trend questions.

Influencer Marketing

Influencer marketing functions on the principle that most people follow a few key trendsetters, so by convincing those trendsetters to use your products or services and talk about them to their followers, you will gain more business through influenced fans.

This concept isn’t new; companies have been using the famous people (or their likeness, at least) in advertisements for centuries. However, influencer marketing relies heavily on trendsetters with large social media followings as opposed to typical celebrities. As a result, the people pushing your products are more similar in look, personality and means to your intended audience and might be able to genuinely use and approve of your products. That seeming authenticity is clutch for modern marketing campaigns, which is why you should consider combing Instagram and other sites for usable influencers today.

Ephemeral Video

The word ephemeral means “lasting for a short time,” so it follows that ephemeral video is a type that doesn’t stick around for eternity. Snapchat pioneered ephemeral video – and ephemeral content in general – but now, most social platforms offer some kind of short-lived option. Ephemeral media is exceedingly popular, rapidly becoming an element of everyday life for media producers and consumers.

This seems to go against everything old and new marketers have learned in their online business certificate courses: Shouldn’t you be striving to produce evergreen content that will remain relevant for a lifetime? Apparently not. When your business has a good grip of followers on social media, ephemeral content allows you to keep in touch without demanding too much audience time or producing a lasting impact on your brand.

Live Broadcasting

You can thank the Facebook Algorithm for the greater challenge you incur in getting your business page’s content to your Facebook followers. Organic views and interactions with content are becoming more difficult – unless you are putting out live streams.

Facebook Live draws 135 percent more organic views than content on the newsfeed, and other social media sites boast similar numbers with regards to live broadcast video. Followers receive notifications of live events, meaning they are pulled into engaging with the content instead of passively scrolling by it when they visit social sites. Therefore, you should begin using live video regularly to attract your audience.

However, how you use live video matters. As is true with all social media content, your live video should serve a purpose – perhaps to demonstrate use of a new product or perform a live Q&A – and it should be authentic, not over-produced or tight-laced. Each interaction should feel unique; otherwise, your followers will stop tuning in.

Micro-Moments

Micro-moment marketing works off the notion that consumers make purchasing decisions not after long-term consideration but in bursts of infinitesimally brief decision making periods. To capitalize on this, you must be able to reach your audience at extremely specific times with absolutely pitch perfect messages, so your customers will remember your brand when they enter a micro-moment.

This marketing model was discovered and developed by Google, which points to customer use of location-based searches and similar micro behaviors as proof. Still, it seems that the best way to influence consumers during micro-moments is through traditional marketing techniques that build name recognition, brand affinity and similar positive feeling toward a business. Thus, you should be aware of your audience’s micro-moments, although your current marketing tactics might well be more than enough to keep you up on this trend.