Don’t you hate when you’re finally ready to embrace a concept and then the rules change? Well, such is the case with digital marketing. There are some subtle, but important, changes to how we think about and use the digital space in today’s business environment.

Digital marketing is not going away. However, digital marketing is no longer a standalone or separate aspect of marketing. No more silos, no more add-on mentality. For more on this and other growing developments, here’s my complete list of Digital Marketing Trends for this year.

  1. Integration—Your marketing plan must recognize and fully integrate the digital space. This means your yearlong strategy—preferably, a written one—includes social selling and marketing, alongside all of your other steps and tactics. A complete approach will also let you allocate resources more effectively, since you won’t be creating a separate silo for digital marketing.
  1. Inspiration—Your digital marketing content should provide financial education that inspires your followers. Address their hopes, dreams, concerns, issues, and cares with helpful and meaningful financial education that speaks their language. Lose the jargon and speak from the heart.
  1. Conversation—Use inspirational content to help create conversations with your clients and prospects. Ongoing digital marketing engagement helps build relationships, credibility, and sales.
  1. Short and sweet—Keep the conversation going and growing with communication that gets to the point. White papers and reports are still valuable, but much of your interaction can be brief, helpful tips and ideas.
  1. Plot the journey—Need a clear return on investment or measurement for digital marketing? Create customer journeys that use email, blogs, social media updates, posts and tweets, and then track your open rates, lead generation, referrals and sales. One LinkedIn update is probably not going to generate sales. Instead, use your marketing strategy plan to outline comprehensive campaigns that include steps to nurture and grow your relationship with prospects—and ask for the sale.
  1. No stale bread—When was the last time you updated your website? Keep your website fresh and interesting with new content and calls to action. Your digital marketing should be a drawbridge to your website, and help build followers and future sales leads.
  1. Revenue generator—With a continuous flow of information and client interaction, plus reliable methods of measurement, you can switch marketing from an expense to a revenue generator.


Like many business fundamentals, marketing strategies evolve as technology and society change. Make sure digital marketing is an integral component of your overall 2016 marketing strategy. If you need help sorting out the digital space, sign up for my latest ShoeFitts Digital Institute webinar.

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