The world of digital marketing is always changing, driven by evolving consumer behavior and the rise of new platforms and content trends. TW2 attended the DigiMarCon California conference, where we joined a standout sessions titled “The Age of BS – Understanding the Current Landscape” led by Maresa Friedman, a Fortune 100 Business & Marketing Strategist.
Digital marketing – also known as online marketing – uses the internet and digital channels to connect companies with current and potential clients. The session explored how these strategies are shifting and offered practical takeaways for businesses looking to build or adjust their approach in today’s fast-moving environment.
Navigating the Changing Digital Marketing Landscape
Maresa talked about how changing client behavior is reshaping marketing. Traditional platforms like Facebook, Snapchat and Twitter are seeing a drop in engagement, while TikTok, Instagram and LinkedIn continue to grow. That makes it even more important to meet your audience where they actually are.
Take LinkedIn — it’s the largest professional platform in the world. According to Sprout Social, companies using LinkedIn for marketing generate 277% more leads on average than those focusing only on Facebook. And 80% of B2B marketers say LinkedIn is their top source of social media leads. For businesses trying to reach decision-makers, it’s a channel worth prioritizing.
Still, too many companies try to be everywhere at once — spreading time and budget across platforms that may not deliver. Instead, focus on what fits your audience and goals. A marketing team that knows your business, understands your market and has a handle on where you’re already seeing traction can help you make smarter, more effective choices.
The Rise of Video Content
Social media trends shift quickly, but one thing’s clear: video is on the rise, and static content is falling flat. People are spending more time watching videos, and businesses are seeing better engagement because of it.
We see this all the time with our clients. Adding video to a marketing mix often helps boost reach and spark real interaction. Whether it’s a testimonial, behind-the-scenes clip or helpful tip, video gives your audience a way to connect with your business on a more human level.
Genuine content matters more than ever. Letting your clients speak for you — through a testimonial or case study — builds trust and helps new audiences see the real impact of your work.
Time to Rethink Your Strategy?
Take a look at your current approach. Are you focused on the platforms where your audience is most active? Are you using video to connect in a more meaningful way?
If it’s time to update your digital marketing strategy, experiment with new content formats or improve your results, we’re here to help. Contact us today!