As frequently as marketing changes, it’s important to stay ahead of the curve as much as possible. Here are three marketing trends you need to be aware of as we head into the final quarter of the year.

Livestreaming is Changing How We Consume Video

If Periscope, Facebook Live, and YouTube Live are indicators, livestreaming as a concept has come home to roost. Livestreaming is simply video that streams for people to watch as it’s being recorded.

With heavy hitters like Buzzfeed and the Denver Broncos using Facebook Live, it’s clear that this tool has marketing clout.

For one, more than just the people following your business page can view it, giving you access to even more Facebook users. But also livestreaming is still novel, so people are glomming onto it, giving you ample opportunity to introduce your brand to people who might not otherwise find it.

SE-CO-4.1.3P Proving It Brand Perception

Pokemon Go: It’s Not Just for Kids

When mobile app Pokemon Go came out, I didn’t pay attention to it from a business perspective (my 12-year-old son, however, latched onto it immediately). But what’s been really interesting is Pokemon Go’s marketing potential for local businesses.

Stores and restaurants wised up quickly: hordes of Pokemon Go players were walking by their locations daily. What better audience to capture? And so we started seeing businesses put out signs with promotions geared toward Pokemon Go players (and their parents).

It instantly became more than just a game and evolved into a way to connect with people and offer real-time promotions they wanted to take advantage of.

Branded Content Creators Note Important Facebook Changes

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Long have publishers been creating branded content on Facebook. This simply refers to content (text, photos, videos, whatever) that promotes a brand. Sometimes it’s shared by celebrities, and sometimes marketing publishers post the content.

Now Facebook has some stipulations about how branded content works. Publishers now have to tag the sponsor or brand in any branded content post, which notifies the sponsor and gives them access to analytics, and lets everyone else know it’s sponsored content.

The concept here is to give sponsors and advertisers more insight into how their branded content is performing, as well as help Facebook users know that content is basically advertising. Stay tuned to see how that affects overall Facebook use.

These are just a few of the recent changes in the marketing realm. It’s a constantly changing environment, though, so pay attention!

How do you know which trends will work best for you?

Just as the strategies and tactics you use to improve brand perceptions have evolved over the years, so too have the metrics and reporting that go along with them.

While experimentation is a healthy practice for marketers, staying on top of your performance is essential. Learn how to measure the impact of your communications activities by downloading Cision and PR Newswire’s free performance guide now.

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.