Current Trends in Online Marketing

author image Written by: Lia           Categories - Digital Marketing

A Look at Trending Online Marketing Strategies Your Business Should Adapt To

Online marketing is constantly adapting to the changes in technology. New trends seem to pop up every year, making it a challenge for businesses to keep up. Making an effort to remain current with digital marketing trends is crucial to the success of your business. Staying in the know and making necessary changes to your strategies is how you can adapt to the latest trends and do your best to stay ahead of the game. With the help of Ottawa online marketing experts, you can start impressing customers with your fresh marketing skills. Here are some current trends in online marketing you should consider for your business to help you keep up with the fast-paced digital world.

Mobile Shopping

Online shopping has taken over, take your business mobile now!If you haven’t tapped into the mobile market yet, you are truly missing out. Since most people have their mobile devices with them at all times, it only makes sense to reach them through their beloved devices. Trust us when we say going mobile will expand your market. Going mobile helps you rank better on Google, reach more users, and improve your brand awareness. To get anywhere in today’s mobile world, businesses need to put an emphasis on mobile online marketing strategies, such as updating to mobile-friendly websites and creating mobile apps. By doing so, you will enhance the user experience, making it much easier for customers to visit your website and make purchases. Today’s shoppers use their smartphones or tablets to make purchasing decisions both online and in store. Shoppers will use mobile devices to:

  • Read product reviews,
  • Ask for recommendations,
  • Research price comparisons,
  • Check availability at online stores, and,
  • Make final purchases.

Live Streaming

Visual content is effective at grabbing user attention. More users on social media are tuning in to live streams. The major social media platforms, such as Facebook, Instagram, Twitter, and YouTube, now offer live streaming, making it easier than ever for businesses to be seen and have their stories heard in an entertaining and enticing way.

Live streaming plays a crucial role in online marketing in Ottawa.
And, we’re live!
Adding a live stream to your company’s social media profiles offer the following online marketing advantages:

  • User/customer engagement;
  • Improved customer experience;
  • Transparency for your business;
  • Development of connections/relationships with customers; and,
  • Encouragement for users to participate in your brand storytelling.

Personalization with Big Data

What is big data anyway?
All it takes is one person using your Netflix account to mess up a good thing. Thanks to big data, companies like Netflix are able to cater to personalized user preferences based on previous user behaviour. So, if you’re wondering why recommendations like “teen vampire dramas” are popping up on your Netflix interface, it’s time to have a chat with whomever you let use your profile and tell them to use their own instead. Utilizing big data also helps businesses make predictions and target markets, which can ultimately lead to acquiring more users and customers. In response to a previous purchase or product search, websites will offer recommendations for other products, such as: “Because of your interest in this book, you may also be interested in this other book.” This customer personalization is almost everywhere online, and big companies like Amazon, Netflix, and Spotify have proven to be successful with the help of big data.

Marketing Automation

To stay on track of online marketing campaigns, more marketers are using marketing automation software. These tools are helpful for completing various repetitive content marketing tasks easily and efficiently, such as for social media, e-mails, and website actions. With so many social media profiles and various online marketing campaigns, many marketers rely on marketing automation to get the job done. Whether you keep up with marketing trends, or are still learning the ropes from last year’s recommendations, it doesn’t hurt to refresh your marketing strategies—in fact, it’s highly recommended that you do. With a willingness to adapt and the help from Ottawa online marketing pros, your business can evolve and excel with the ever-changing digital marketing trends.


Instagram Updating Its Ranking Algorithm 


Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.


Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.


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Google’s Updates You Need To Understand


We mentioned the new Vicinity update Google has going on. It was an algorithm update no one was prepared for and caused quite a commotion in the community. To avoid history from repeating itself, we must learn from our mistakes – and what better way than going through all of the things that have already happened? It could benefit you if you go through all the major updates Google had in store in the past year and come up with a strategy for the year ahead.

Google Search Biggest Updates in 2021:

For us to have the most relevant and reliable results, Google Search Algorithms are updated thousands of times throughout the year. Of course, most of them go unnoticed, but every now and then one comes along *cough cough* Vicinity *cough cough* and makes a mess. That’s why it’s better to keep track of each change, make sure to understand what is happening and learn how to use them so it can benefit you.

The Page Experience Update

This update was designed to improve the website experience searchers have. Mobile usability, security issues, HTTPS usage, Web Vitals and Ad Experience are all taken into account. The main goal is safer browsing for users and resurfacing flags in the Page Experience Report.

What To Do?

  • Work on your loading speed
  • Make sure your page has a mobile-friendly version, with no usability errors
  • Make sure your page is secure and use HTTPS
  • Don’t use interruptive, distracting or unfavourable advertising techniques

Here’s a helpful resource for optimizing your page for this update.

Link Spam Update

This was when Google reminded us about the importance of good content and quality links. The update was and still is effective at identifying and nullifying link spam across multiple languages.

What To Do?

  • You need high-quality link building
  • Create high-quality content
  • Focus and improve the user experience
  • Avoid useless linking!

Broad Core Updates

It took longer than expected, but it is done. As usual, Google didn’t offer a lot of advice on how to deal with a core update except to try hard all the time. This update had also caused big commotion since we saw some pretty weird pages ranking high. The conclusion was, again, to use quality backlinks.

ProTip! – Improving content and backlinks might help you to recover more than fixing the technical aspect!

Product Reviews Update

This update was designed to reward in-depth product reviews and “punish” irrelevant, summary-of-a-product type of content. Instead, a review should be relevant and detailed. We have also learned that Google and potential customers like seeing realistic reviews, even if that means seeing a few bad ones as well.

What to do?

  • Write longer, knowledgeable reviews
  • Add your own content, not just the manufacturer description
  • Describe how a product has evolved from previous models
  • Include the Pros and Cons

Here’s more advice on what you should know about the product reviews update and how to handle it.


Google also introduced us to the Multitask Unified Model which uses AI to help searchers. It “speaks” 75 different languages and understands both image and the written word. However, it might understand much more in the future, since Google keeps saying they’re working on expanding this capability to video and audio.

One of the first things MUM learned to do is to keep track of vaccine queries and it will continue bringing more understanding to Google’s algorithms.


This is a fresh one and we’re still trying to figure out what exactly happened so that keywords aren’t as important anymore. Maybe the lesson with this update is not to violate Google’s guidelines and add keywords for the sake of it. It seems like new businesses are winning with this one.


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