The big thing in digital marketing currently is the increasing emphasis on personalization and user experience. With advancements in data analytics and AI technology, businesses are better equipped to understand their audiences on a deeper level and deliver tailored marketing messages and experiences. This includes personalized email campaigns, targeted advertising based on user behavior and preferences, dynamic website content, and interactive chatbots. By prioritizing personalization and user experience, businesses can enhance customer engagement, foster brand loyalty, and ultimately drive conversions and revenue in the competitive digital landscape.