In fashion, trends come and go — the latest fads are replaced by newer ones at a later time.

But in SEO, and online marketing in general, trends present companies and marketing professionals with the pulse of the market — what’s going on, what are the changes in consumer behavior, and what a glimpse into opportunities waiting to be exploited can reveal.

Knowing and keeping abreast with these trends can spell the difference between thriving and stagnation. What are the online marketing trends you should be aware of this year?

Mobile-friendly design
According to the latest available data, more and more consumers are using their smart devices to browse the internet. Interestingly, the average time spent browsing on desktop and laptop computers has not decreased. What these two patterns indicate is that consumers are simply spending more time on their smartphones. What does this mean for your business? This means that you have to invest resources in order to make your website mobile-friendly without ignoring your audience members who still prefer using their laptop and desktop computers.

Increased spend on social media ads
In a report released by AdWeek, 70 percent of companies polled reported that they plan to increase their digital marketing spend, especially on social marketing ads. Sixty-six percent of the respondents said that they think of social media as a vital component of their overall online marketing strategy.

Organic social marketing
In the same poll conducted by AdWeek, 70 percent of the participants said they were planning to use content marketing to help them establish a stronger social media presence.

Increased prominence of videos
While many marketers are currently harnessing the power of online videos, the prominence of this content platform will skyrocket due to a few powerful influences. For one, Google is reportedly planning a video version for PPC ads. Facebook is also leading the pack in the use of video ads.

The rise of influencer marketing
Many companies are looking into the idea of recruiting influencers — celebrities, industry authority figures — to help them promote their products. According to a Prescott SEO specialist, content marketing, SEO and PPC will remain in their toolbox but many are looking into this new marketing tactic.

Don't discount email marketing
If you think that email marketing is going to be extinct any time soon, think again. According to the respondents of the AdWeek study, 75 percent said that email marketing will remain one of the foundations of their digital marketing strategies. In fact, many said that one of their key goals in using paid and organic search and social media marketing would be to increase their email lists.