Annual CityScope® Business Issue
From the fast pace of social media to continually changing consumer preferences, marketing trends are always on the move. Because of this, companies are tasked with remaining up-to-date on the latest trends, as well as determining which are worth implementing into their marketing strategy. Here, area professionals discuss how they navigate the ever-evolving landscape of marketing trends and provide insight on how to discern the best move for a brand.
Adapting to current marketing trends is vital for business success. Embracing new technologies and platforms and understanding evolving consumer preferences allows businesses to enhance brand visibility, gain a competitive advantage, and improve customer engagement. By aligning with trends that resonate with your audience, you can create more impactful content, fostering stronger customer relationships and driving growth.
Key marketing trends include the continued dominance of short-form video, the increasing importance of creator marketing and influencer collaborations, AI-powered personalization for enhanced customer engagement and loyalty, and a growing emphasis on brand transparency. Factors such as shorter attention spans, increasingly sophisticated AI, and the vast amounts of data being collected and stored are fueling these changes. Marketers must adapt by prioritizing genuine connections with their customers.
Social media has become increasingly trendy among independent schools. Platforms like Instagram and TikTok provide an opportunity for authentic and compelling storytelling through videos. Generally, this form of marketing resonates well with the current target audience, Generation Z and Generation Alpha, and it can also be appealing to their millennial parents.
The rise of AI does not seem to be slowing down, and I expect more independent schools and businesses will begin adopting practices to customize content for their target audience. From an independent school perspective, the element of human interaction is crucial, and I do not see that being replaced; however, I can see AI playing a role in optimizing and analyzing information to help develop new marketing strategies.
Primarily, it’s important to have data that supports that the “tried-and-true” marketing strategies have been effective. If so, using those proven, time-tested methods as a foundation for most of your marketing (60-75%) should work well. Then, utilizing different, emerging tactics, too, on a quarterly basis (25-40%) can be a useful way to expand your audience. In all cases, being able to track and analyze your marketing strategies is critical,
as that feedback will determine if it’s necessary to adjust your approach.
Marketing trends reflect how people prefer to connect with businesses. By staying aware of how these preferences shift, we can ensure we’re reaching customers in ways that are relevant and meaningful.
One noteworthy trend is the shift toward community-centered marketing. People want to do business with companies that invest in their local areas. We see this in Chattanooga, where businesses that support schools, nonprofits, and small business growth are earning customer loyalty. Another key trend is digital engagement – that is, more customers are interacting with banks online, whether through social media or mobile banking. The drive behind these trends is customer preference. People want convenience, authenticity, and local impact from the businesses they support.
The key is to stay true to your mission while being curious about how to improve. At SouthEast Bank, we’ve always believed in developing strong relationships with our customers and deep roots in our community – that doesn’t change, no matter what trends come and go. However, we also look for new ways to engage, whether through digital outreach, local sponsorships, or innovative banking solutions. A balanced approach means maintaining what works while also being open to fresh ideas that enhance customer relationships.
Marketing trends reflect shifts in consumer behavior, driven by changing preferences, lifestyles, and expectations. As people’s needs evolve, whether due to cultural shifts, economic factors, or different ways of engaging with brands through new technology, it’s essential to adapt. Paying attention to these trends ensures your brand or product stays relevant and continues to meet their expectations in meaningful ways.
The best marketing plans start with understanding your guests, what they want, need, and expect. From there, it’s about creating a product or experience that resonates with them and building a strategy around it. Trends should complement this, not dictate it or replace it. Stay informed by analyzing guest behavior, tracking industry shifts, and testing new ideas in small, measurable ways. The key is to experiment without losing sight of your brand identity or your loyal customer.
Social media has become a game-changer for engagement and brand awareness. Viral trends can quickly put a brand in front of a huge audience, but the real impact happens when that moment turns into a new brand follower and ultimately, a loyal guest through storytelling, personalized engagement, and memorable experiences.
Smart marketing helps build an authentic brand identity that can promote momentary trends.
Local is king! Shopping with people you know and trust is back in style.
Work on your existing customer relationships. Your loyal customers can guide you to what they like to see and what they expect. Marketing trends are not always worth the time and money.
Know your brand, know your clients, and know your audience.
Partnering with other businesses in town to cross-promote and support each other locally is the best marketing and the most fun. It has been a continuous commitment of a very valuable team of like-minded fashionistas. Each business owner genuinely wants to see
all of us succeed.
In the real estate industry, we see an emphasis on utilizing AI-powered technology. A significant focus of this technology is to create and distribute their marketing content easier and faster. In turn, real estate agents can dedicate more of their time to their clients and provide value in ways that AI cannot.
In 2025, we expect to see even more advancement and adoption of this technology. We launched a super app at the end of 2024 that helps our agents with both the people and marketing sides of their businesses. The app has an AI assistant, Lucy, who is in final beta testing. Lucy will take direction from the agents, learn their business personally, and enhance their productivity and creativity. One minute, she may create a marketing email or social media post and then distribute it on the agent’s behalf. Next, she may remind them of a critical follow-up task on their calendar, like scheduling a dinner or sending a birthday note. This is only one of many AI-centered investments we’ve made recently.
Strong real estate businesses are focused on serving people above all else, so make every decision with that in mind. Traditional methods like print advertising, sponsoring local events, or networking will always be a part of the strategy. The new technology gives agents back something very valuable: time. The perfect balance would be leveraging the advancements, so you have even more time to connect and serve.
