Brief Buzz: Trending now in digital marketing – Swati Nathani

Adgully has commenced a new column – ‘Brief Buzz’ – wherein we are inviting industry experts to share their views on what is trending right now in different fields of advertising, media and entertainment. And we have asked them to keep it short and sweet. 

In this article of Brief Buzz, Swati Nathani, CBO, Team Pumpkin, writes about what is trending in digital marketing today. 

Digital marketing has been evolving at a greater speed than ever. There are many new trends that brands and agencies are adapting to stay ahead and above competition. Primary reason for this change is the focus on data and analytics have increased significantly. With Facebook’s Topic Data availability and Google analysing all micro moments, it has become imperative for brands to base their campaign and communication decisions on data. 

Storytelling is another trend that more and more brands are adopting in their content strategies. The brands are now less focused on pushing their products and more interested in experimenting with newer formats of content. Brands are also now ‘humanifying’ the communication to audiences which improves their credibility. Some trends, however, remain established. For example, focus on UGC and Topicality of Updates will rule the roost. These trends will continue for some time.