[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-marketing-trends":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",44716,{"id":24,"name":25},"author-0301142015","Canto","2020-05-04T08:22:09","2025-12-18T12:06:55","If you’re unaware of these marketing trends, you’re destined to fail","marketing-trends","Emerging marketing trends you can't afford to ignore","There are marketing trends that will change everything about marketing. How will you react if and when you spot them? Use this article to prepare yourself.","It’s easy to brush off emerging trends and ignore their potential – oftentimes they fail to take hold. However, some trends are way too hard to neglect, especially when they show so much longevity potential. Here are the absolute most crucial marketing trends you need to know about and take seriously in order to succeed. […]","It’s easy to brush off emerging trends and ignore their potential – oftentimes they fail to take hold. However, some...","\u003Cp class=\"wp-block-paragraph\">It’s easy to brush off emerging trends and ignore their potential – oftentimes they fail to take hold. However, some trends are way too hard to neglect, especially when they show so much longevity potential.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Here are the absolute most crucial marketing trends you need to know about and take seriously in order to succeed. You’re welcome to ignore them, but do so at your own peril!\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--google-isn-t-what-it-used-to-be\">Google isn’t what it used to be\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">I’ll start this out by saying what needs to be most said: Google is impossible to figure out. Attempting to control and understand Google is the same as trying to understand the entire universe – it’s just not possible at this point in time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">That being said, there are patterns and trends we can look to in order to gauge how Google’s algorithms work. This is how successful marketers optimize their efforts on the popular search engine.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-44724\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"600\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-2.jpg\" alt=\"The Google logo on a wall.\" class=\"wp-image-44724\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-2.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-2-450x338.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-2-768x576.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Google is ever-changing.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">This, however, isn’t a solution that should be modeled and incorporated into your own marketing endeavors. If someone says they have the “key” or “secret” to ranking better on Google, they don’t. And if they do (they don’t), their strategy is going to fail in a year, or maybe a month, or even tomorrow. This is the reality of Google.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The only way we really can aim our marketing efforts towards successful engagement and advertising on Google is by staying ahead of trends and not settling once we have made progress. That’s right – once we believe we’ve cracked the code, the code has changed, or the code is going to change. We have to continue evolving.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">\u003Ca href=\"\u002Febooks\u002Fmarketing-technologie\u002F\">Download eBook: Building a martech stack\u003C\u002Fa>\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">An example to really put this concept into focus is searches and featured snippets. Let’s say your company publishes an article that ends up being the featured snippet for a certain search term on Google. Then, all of a sudden, despite your upkeep efforts being the same, it falls out of favor with Google’s algorithm. For this example, we’ll say the reason is your search was only pleasing to desktop users, while mobile users weren’t treating your article the same.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This is just one of many trends that need to be watched out for in order to stay competitive in today’s Google landscape.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--you-no-longer-can-simply-use-marketing-technology\">You no longer can simply ‘use’ marketing technology\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">The most common question about a company’s martech (marketing technology) stack used to be, “What programs do you use in your martech stack?”. Actually, that might still be the most common company consideration – but it shouldn’t be, and it’s trending in a completely different direction.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-44726\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-3.jpg\" alt=\"A paper that reads, 'marketing strategy'.\" class=\"wp-image-44726\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-3.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-3-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-3-768x512.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Marketing technology needs a fresh, dynamic approach.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">The real question, which is only starting to be asked, is, “What kind of evaluation systems and strategies do you have in place to maximize your martech stack?”. By now, companies have a general idea about which types of martech systems they need. They understand what types of tools it will take to complete their projects and campaigns on time.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, having the right blend of programs in a stack is no longer enough. Marketing teams today have to take it a step further by mapping out a clear evaluation strategy and involving analytics. It should be noted, I’m aware your martech stack likely already includes some sort of analytics tool designed to evaluate marketing success. But, and this is important, you need analytics about your analytics as well. You also need a structured schedule that ensures teams keep their tools relevant to any recent changes.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--social-media-is-an-unsolved-game\">Social media is an unsolved game\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Social media marketing is almost like throwing darts at a moving target. It’s important to be good at dart-throwing, but it’s even more valuable to be able to predict where the target will be when you toss one. It also helps to be able to have multiple targets to throw at to better your odds of landing one.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Marketers love to believe they’ve solved the social media game when they land a couple bullseyes. It’s more likely that they’ll miss future throws, however, and this should absolutely influence their future strategies.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter wp-image-44729\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"580\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-4.jpg\" alt=\"A person throwing darts.\" class=\"wp-image-44729\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-4.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191834\u002Fmarketing-trends-4-450x435.jpg 450w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Marketing on social media is a lot like a game of darts.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Here’s a crucial trend demonstrating this idea. A marketing team finds a nice little niche audience advertising and linking to their articles on Facebook. They decide to pour all of their social media resources and time into replicating these efforts. However, they realize the returns are diminishing quickly. They’ve clearly hit a few bullseyes, but now they can’t even land on the dartboard.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So what happened? Well, there are a few possibilities, all of which are important to consider. One is that the platform might have changed. This includes its policies and even demographics. Another less-common change is that the social media site you hit your bullseyes on is no longer a popular site. The above example, Facebook, is one such social media site losing a lot of its luster recently. In fact, users are flocking to other models such as Instagram quite quickly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This isn’t to say that the solution is to merge marketing efforts to Instagram. The reality of Instagram is, like other social media sites, it will change as well. The important thing is to recognize the crucial turning points and prepare plans for when they occur. Maybe it could be some sort of new policy or rule the site has created. Whatever it is, try to gauge how devastating it might be to user traffic and adjust accordingly before it’s too late.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Follow these key trends in order to overcome the potential stagnation that awaits the uninspired. The easiest way to fall behind is to think you’re too far ahead to need worry.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Ca href=\"\u002Febooks\u002Fmarketing-technologie\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"417\" height=\"250\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191835\u002Fmarketing-trends.png\" alt=\"cover of an ebook\" class=\"wp-image-44721\" \u002F>\u003C\u002Fa>\u003C\u002Ffigure>",5,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191833\u002Fmarketing-trends-5.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191833\u002Fmarketing-trends-5-450x299.jpg","A red arrow going up a flight of stairs.",531,800,[43],{"id":44,"slug":44,"title":45,"path":46},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2023\u002F01\u002F19184307\u002Fmarketing-personalization-feature-450x263.jpg",62841,"marketing-personalization-walking-the-line-between-creepy-and-relevant-campaigns","Marketing personalization: Walking the line between creepy and relevant campaigns","Where do you draw the line between fun personalization and just plain creepy? Canto's CMO Erica Gunn shares some lessons on how far may be too far with personalization.","\u002Fblog\u002Fmarketing-personalization-walking-the-line-between-creepy-and-relevant-campaigns\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F01\u002F19192642\u002FChristyDuggan_CCC-1-450x243.jpg",40327,"creative-spotlight-christy-duggan-counter-culture-coffee","Working for your dream brand with Christy Duggan from Counter Culture Coffee","We talked with Christy Duggan, visual designer at Counter Culture Coffee, about her exciting job at a company dedicated to coffee perfection and sustainability.","\u002Fblog\u002Fcreative-spotlight-christy-duggan-counter-culture-coffee\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F01\u002F19193833\u002Fhtml-document-file-11-450x325.jpg",19523,"html-document-file","HTML Document File – A Guide to Webpage Language","Learn essential tips for working with HTML files, from opening them to understanding their structure. Start your web development journey today!","\u002Fblog\u002Fhtml-document-file\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789275715303]