ATYPICAL

How to Cope with Digital Marketing Changes

Sarah Malcom
If the pace of digital marketing feels like it's accelerating, you're not imagining things. Moore's Law essentially “states that transistors on a chip double about every two years.” The more processing power, the more you can do with technology. Naturally, this extends to the tools we use in our digital marketing. As leaders in the field, you got to stayon top of what's coming next, no matter how fast and furious the updates fly at you. Here's how to do it.

If the pace of digital marketing feels like it's accelerating, you're not imagining things. Moore's Law essentially “states that transistors on a chip double about every two years.” The more processing power, the more you can do with technology. Naturally, this extends to the tools we use in our digital marketing. As leaders in the field, you got to stay on top of what's coming next, no matter how fast and furious the updates fly at you. Here's how to do it:

#1- Go to industry events

With the current pace of innovation, there'slots to see. Companies with the latest and greatest Next Big Thing are always trying to get their products before as many people as possible.Industry-leading conferences typically put them all the innovators in one place. The MarTech Conference reports the number of companies offering digital marketing solutions grew from around 150 in 2011 to 3,874 in 2016. That’s a lot to track, but a walk through the vendor hall makes it easy to see where the technology is trending.

#2- Read the latest news

Spend a little time every day reading to stay on top of general trends. Read from sources at the intersection of real estate and technology to know what’s coming in your specific field. Subscribe to the updates from any major providers that you use. For example, if you're using Twitter as one of your marketing strategies, you need to receive the latest news from them. Know how their product is changing and adjust your strategy accordingly.

#3- Have a business strategy

Think smart about where you are trying to take your messaging in the next 3-5 years. You may not be able to predict every single tool that you will use, but you want a plan in place so you don't invest in a solution that doesn't actually benefit your business.

Make your long-term strategic goals general enough that they will adapt to industry changes.  Another tactic is to see where the trends are going today and write a goal that includes exploring the possibilities. Say you're interested in bringing augmented reality (AR) into your real estate marketing.Create a strategy that includes finding an AR provider and creating some experimental campaigns to test your audience response.

#4- Keep engaging with influencers

Use your social media to follow the industry influencers. Read their posts, blogs, and newsletters. Keep track of what they're talking about. Influencers got that way because they're looking ahead at the trends. When you start to see common and repeated discussion points,that's something to take note of.

At ATYPICAL,we're always about what's coming next and seeking out the partnerships that will benefit our clients' business. For example, we saw a move towards animated videos and created a partnership with the industry-leading SeaMonster. It’s all about keeping your ear to the ground and not being afraid to do something, well, a little ATYPICAL.

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