Marketers should follow trends that align with a brand’s vision and strategy.
This article states that before choosing to follow a new marketing trend, brands should ensure that it’s centered around their customers’ expectations. Marketers can leverage machine learning and analytics to understand their consumers and find trends that can resonate better with their consumers.
Conducting a stress test can further help brands ensure the trends being implemented are true to their company values. Similarly, being clear on their business’ values helps companies weigh in on new trends coming in and having a view about them.
While evaluating a new marketing trend, focus on basics such as target audiences and their pain points to check if the trend could be relevant. Audience data must, to an extent, guide what trend a brand needs to follow.
[4 minute read]