The digital world is ever-changing, and it is challenging to keep up with what’s ‘in’ and what’s ‘out’. If you are not up to date with current marketing trends, you could fall behind, which may harm your business.

Did you know that the compound annual growth rate in the digital marketing industry is projected to be 13.9% until 2026? The market is expected to reach £786.2 billion by that time frame.

This highlights the importance of staying on top of new developments and adapting strategies accordingly—especially if digital marketers want to take advantage of the growth in 2024.

A good place to start is to follow industry leaders and influencers.

Industry leaders or influencers in digital marketing are individuals who have established themselves as thought leaders in their fields and have earned a large following due to their valuable insights and expertise. To identify the right ones to follow, start by doing some research. Look for those with a track record of accurately predicting trends and providing valuable insights. You can search for keywords related to your industry on social media platforms like Twitter, Instagram, and LinkedIn. Additionally, ensure you are looking at the platform that is most valuable to your company and your values, as you do not want to waste too much time on the wrong platform.

Another excellent way to engage with influencers is by commenting on their content and participating in their online communities. By adding value to the conversation, you can build relationships with influential figures in your industry and stay on their radar. Moreover, it will shed light on your name/account so people can find you on these platforms and connect, expanding your network.

Secondly, attend digital marketing conferences and events.

Whether you’re looking to build your skills, explore new marketing strategies, or connect with like-minded professionals, attending industry conferences can be an invaluable experience. Many conferences are taking place all the time; just find one that is relevant and close to you.

Conferences and events also offer exposure to new marketing strategies, tools, and technologies. You can learn about the latest trends and best practices in digital marketing, as well as gain hands-on experience. Attending these conferences can also help expand your professional network. Discuss with like-minded people what their next steps are and see how you can apply it to your own business.

Thirdly, look at your competitors.

What are they doing? What is working for them? How can you revolutionise it to make it yours? Chances are, if what they are doing works, the industry is changing again, and you also need to adapt to keep up with it. Don’t ignore the big global brands. If they’ve invested in something, it may just be because it’s going to be big. In the fast-paced world of digital marketing, being one of the first to embrace a new trend can give you an edge over the competition.

While you don’t have to embrace every trend that pops up, you DO need to be aware of the big changes that affect things like where your website is placed in Google’s search results.

Lastly, experiment with new marketing techniques and technologies.

Experimenting with new marketing techniques and technologies can help you reach wider audiences and engage customers in new ways, and if done correctly, won’t break the bank!

For example, if you’re targeting Gen Z, you might experiment with video formats on growing social media platforms like TikTok or Instagram Reels to reach that audience. You do not have to spend a lot of money to kickstart this.

Put a budget aside and test it first. If it works, you will know for next time and invest more money into it, knowing it will make a return on investment. Examples of new marketing techniques and technologies that digital marketers can experiment with include AI tools like ChatGPT.

If a new marketing trend or technology doesn’t work out, be prepared to pivot your strategy and try something new. Experimentation involves taking risks, and not every experiment will be successful. The key is to learn from your failures and adjust your strategy accordingly.