The decision to either follow current digital marketing trends or try to lead the charge by starting new trends can have a significant impact on your business. While both approaches have their merits, the best strategy depends on the stage of your business, your industry, and your resources.
What Does It Mean to Follow Digital Marketing Trends?
Following digital marketing trends refers to adopting the latest practices, tools, or strategies that are gaining traction across the industry. This could be as simple as jumping on the latest social media trend or adopting a new marketing platform that’s becoming popular. Following trends means aligning your business with what’s currently working for others, helping you stay relevant and competitive.
The Benefits of Following Trends
- Staying Relevant in a Fast-Changing Market: The digital marketing landscape is constantly evolving. New technologies, platforms, and consumer behaviours emerge regularly. By following trends, you can ensure that your marketing efforts remain modern and relevant. For example, in 2025, trends such as AI-driven marketing, interactive content, and voice search optimisation are all expected to be significant. By adopting these trends early, you position your business as forward-thinking and up-to-date with the latest developments.
- Learning from Industry Leaders: Following trends allows you to learn from those who are already leading the charge in your industry. By observing how larger brands implement digital marketing strategies, you can gain insights into best practices, helping you refine your own approach. This is a lower-risk strategy, as it builds on what has already been proven to work.
- Reduced Risk: Experimenting with a new marketing trend can be risky, especially for smaller businesses with limited budgets. By following trends, you’re leveraging strategies that have already been successful, minimising the chance of failure. The risk of spending resources on a failed campaign is lower when you’re following well-established digital marketing trends.
- Improved Engagement and Reach: Consumers are often drawn to new, fresh content. By tapping into current trends, you’re more likely to capture their attention. Whether it’s engaging in viral social media campaigns or using the latest influencer marketing techniques, following trends can help you connect with your audience on a deeper level, boosting your engagement and reach.
What Does It Mean to Start Digital Marketing Trends?
Starting trends in digital marketing means being a pioneer—creating something new that catches the attention of the industry and your target audience. This might involve experimenting with new technology, content formats, or strategies that have yet to be widely adopted. The goal is to be the trendsetter, shaping the direction of the digital marketing landscape.
The Benefits of Starting Trends
- Increased Brand Visibility: Being a trendsetter can elevate your brand’s profile. If you’re the first to adopt a new strategy or launch a unique campaign, the attention you receive can be immense. Other businesses may look to you as a leader, which can lead to increased brand awareness and industry recognition.
- Building a Unique Brand Identity: Starting a trend gives you the opportunity to differentiate your business from competitors. By leading with innovative strategies, you’re telling your audience that you’re willing to take risks and set the pace. This can help you build a strong, unique brand identity that resonates with consumers.
- Creating a Competitive Advantage: Being the first to try something new can give you a significant edge over your competitors. When your marketing strategy becomes a trend, you’re essentially carving out a space for yourself as the leader in your niche. This can provide long-term benefits as other businesses follow your lead, while you continue to innovate.
- Potential for Industry Influence: By starting a trend, you position yourself as an influencer in your industry. This can result in partnerships, media attention, and even invitations to speak at conferences or webinars. As a trendsetter, your opinion and strategies carry weight, and you become a key player in shaping the future of digital marketing.
Conclusion
In the world of digital marketing, both following trends and starting them have their place. If you’re just starting out or want to stay on the cutting edge without taking on too much risk, following trends can be a smart move. However, if you’re ready to invest in innovation and want to establish yourself as a leader, starting a trend could offer significant long-term rewards.
Ultimately, the best strategy is one that aligns with your business goals, resources, and willingness to experiment. Whether you’re following the trends or creating them, the key is to stay flexible, adapt to changes, and always focus on delivering value to your audience.
