Today’s marketing landscape is ever-changing. New software, tactics, and resources are readily available to help you excel as a marketer. By keeping up with current marketing capabilities, you will improve your skillset and pave your way to digital success.

However, it isn’t always easy to know what’s on the horizon. Whether it’s a lack of time or resources, it can be difficult to know what will work best for your business and which tools you should use to get there. If this situation sounds familiar, read the following tips to expand your marketing palette and keep up in today’s digital landscape.

Provide Valuable Content

Content is the foundation of successful online marketing. It works to reach and engage audiences, drive traffic to your site, and portray your brand as a thought leader. In order to reap these benefits, you must generate content that provides value to your audience. This means crafting messages that resonate with them and tie into their needs. With content that echoes their objectives, you can start to build trust with your audience and move closer to your business objectives.

Related: Know Your Buyer’s Type: 41 Types of Content Marketing that Sell

Use More Visuals

Visuals are a critical element in any content strategy. People engage more with visual content, as opposed to standard text. In today’s digital landscape, posts that include images produce 650% higher engagement than text-only posts. These visuals not only attract attention, but hold it by making content more digestible.

Videos are another key visual tool you should take advantage of. Not only do they give your viewers a more interactive experience, but they are also favored by search engines and social media platforms. In fact, landing pages with videos are 53% more likely to show up on a search engine results page (SERP) than those without videos. With the ability to improve your search rank and gain more traffic, videos should be key component to your digital marketing efforts.

Related: 6 Types of Video Marketing You’re Overlooking

Leverage AI

Many companies are resorting to machines to execute actions. Artificial Intelligence is a beneficial tool that allows you to automate tedious processes; ultimately saving you time, building a more efficient workplace and boosting your performance levels. For instance, AI can be used to tailor content or email campaigns to consumers, depending on where they are in the sales cycle. By adding AI to your marketing strategy, you can ensure that your time and energy are spent in the right areas.

Automate with Chatbots

Chatbots have become a popular form of automation. They can help you answer questions quickly and effectively, which improves your customer satisfaction and overall experience. To build an effective chatbot, be sure to avoid robotic responses that sounds too canned. For example, if a user asks, “what are your business hours?” a robotic response would say, “our business operates between 9AM and 5PM Monday through Friday.” In contrast, a personable response would entail a message such as, “Hi (name)! We are open from 9AM to 5AM every Monday through Friday. Is there anything that I can help you with in the interim?” Of course, users will know when they are speaking to a chatbot rather than a human, but keeping the messages personable will make for a more pleasant experience.

Assess Your Tech

Expanding your toolbox of new technology is essential for growth. There are a variety of tools that help you manage your work, improve your results, and develop your marketing capabilities. These can range from core CMS platforms – WordPress, Drupal, Kentico, and more – to design tools such as Canva and the Noun Project. With a constant release of new software and tools, you have the ability to improve your capabilities and become a resourceful asset to your team. Keep an eye on resources such as, Product Hunt and Flipboard to stay up-to-date with new releases in tech.

Related: Marketing Design Tools and Resources for the Non-Designers

Explore Virtual Reality

Give your audiences a new perspective with virtual reality. By immersing them in a virtual world, you can make your viewers feel like they are in a different environment – one that you create for them. This experience has already made headway in the marketing landscape. For instance, companies like The New York Times and Lowe’s have used VR to tell a compelling story to subscribers or visualize completed projects to interested consumers. Try exploring virtual reality to give your audiences an impressive perspective they won’t forget. 

Optimize Your SEO

A strong SEO strategy can help you come out on top (literally). An astounding 93% of web traffic comes from a search engine. Therefore, you must ensure that your content is optimized with focus keywords, Google-friendly HTML, and a defined URL structure. By using these components effectively, you can rank higher on search engines and give your brand the exposure it needs in order to grow.

Related: SEO Still Works: Just Follow the Buyer’s Journey

Another aspect of SEO to pay mind to is the shift from traditional search bars to more dynamic search. Voice search is a recent digital feature that relies on vocal commands and personal digital assistants to handle search queries. It has become a popular system that’s valuable to you and viewers. In fact, 50% of all searches are predicted to be voice searches by 2020. Therefore, by including a voice search feature, you will cater to your web visitors and the future of search.


As a marketer, it’s important to stay in-tune with what’s new and improved in digital. By expanding your own marketing skillset, you will spark creativity and keep your team ahead of the digital landscape.

With several new tools, tips and resources in your back pocket, your next marketing project will be unlike the rest.

What have you done to keep up with today's marketing landscape? Share with us on Twitter or LinkedIn!

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