You're revamping your SEM strategies. How do you decide which industry trends to prioritize?

I think it's really important to understand that just because something is 'trending' online, that doesn't necessarily mean that it will resonate with your particular target demographic. Take the time to understand the search behaviours/ patterns your audiences exhibit before deciding which industry trend to prioritise.

Understanding Your Audience: Prioritize trends that enhance your understanding of your target audience. This includes leveraging data analytics tools, user behavior analysis, and segmentation techniques to tailor your SEM strategies to meet the needs and preferences of your customers.

To decide which industry trends to prioritize when revamping your SEM strategy, start by evaluating trends based on their relevance to your target audience and business objectives. Analyze search volume data, user intent, and the competitive landscape. Trends that align well with your audience's needs and have a high potential for engagement should be prioritized. Additionally, consider trends that offer new opportunities for growth or have shown consistent interest over time.

marketers need to have a ever evolving focus on understanding audience insights. audience insights is yield through studying patterns, interests of the audiences, charts of the campaign data, how the target demographic is interacting with the ad online and after they are on the landing page. Overlap of information from 2 or more aspects would yield more filtered insights worthy of implementing and engage with the audience in forms of ads and their purchasing habits. Depending on first hand research from within the organization or a reliable research papers also yield interesting insights and discover trends which help boost the the campaign to resonate with potential customers yet following the competition closely also helps

Stay Ahead of Competitors: Focus on trends that give you a competitive advantage. This might involve adopting new ad formats, leveraging emerging platforms, or optimizing for new search algorithms. The goal is to differentiate your brand and gain a strategic edge in the market.

Align with Business Goals: Ensure that the trends you prioritize are in line with your overall business objectives. Whether it’s driving sales, increasing brand awareness, or entering new markets, the chosen trends should support your broader strategy.

Resource Allocation: Evaluate the cost implications of adopting new trends. Some trends might require significant investment in technology, training, or creative resources. Prioritize trends that offer a good balance between cost and potential return on investment (ROI).

Leverage New Technologies: Stay updated with the latest technological advancements in the SEM space, such as AI-driven bidding strategies, automation tools, or advanced targeting options. Implementing these can streamline operations and improve campaign efficiency.

Anticipate Future Changes: Consider trends that are likely to have a lasting impact on the industry. This involves forecasting future developments, such as changes in consumer behavior, regulatory shifts, or technological innovations, and preparing your SEM strategies accordingly.