Digital Marketing Trends to Dominate 2018
January 6, 2018 146
You do not adapt – You perish; Darwin said it, and the saying has never held as much water as it does now. The rate at which digital marketing platforms and strategies are evolving is astounding. Modern marketers have to be extremely agile and flexible if they are to thrive in the current volatile marketing landscape. While these platforms keep changing and thus spawning creativity, the goal of a marketer remains constant.
Our 2018 digital marketing trends predictions are outlined below:
From self-driving cars to the brilliant digital assistants like Siri, Artificial Intelligence is defying the conventional way of doing things one industry after the other. The digital marketing field, another rapidly evolving sector, is next on AI’s hit list of 2018.
The highly intertwined social media world has seen to it that heaps of data are left behind during internet surfing. AI can manipulate this data to provide better customer experience by using predictive analytics to facilitate targeted marketing.
Personalized User Experience
Based on the data it collects such as consumer searches, interests, location and buying behavior, AI will enable the conducting of customized content campaigns.
Easier Decision Making
Based on what you browse, you leave a data trail revealing your needs, behaviors, and future actions. Thus, through predictive analytics, marketing will be optimized to supply only the most relevant information hence reducing a customer’s research and decision-making process.
Chatbots are going to be gaining significant traction throughout the year. Chatbots are programs that can hold "conversations" using textual and auditory methods. You might not know but you are already using these AI technologies such as voice search functions on Siri, Alexa, Cortana and Google Voice Assistant.
What to Expect
More companies are acknowledging the immense potential of AI. Artificial intelligence is set to revolutionize the marketing industry in a major way as it is the causal link that will bring marketers and consumers to the same page.
All through 2017, influencer marketing grew steadily and significantly. Although a relatively new form of marketing, influencer marketing has enabled brands to increase awareness and target new audiences through influencers who communicate with their followers on social media. About 63% of marketers in 2017 increased their budgets to accommodate influencers
Influencer videos have been found to be extremely useful for driving sales. Thus, 2018 will see video continuing with its domination of influencer marketing.
Build Genuine Lasting Relationships
Consumers are quick to notice when an influencer does not have an authentic relationship with the brand they’re promoting. Longer-term bonds based on mutual benefits are imperative for influencer campaigns to work.
What to Expect
In 2018, you will be hard-pressed to find a brand that does not use influencers in their marketing campaigns. By utilizing appropriate influencers, your products or services can get noticed by thousands or even millions of new consumers in an organic way.
Mobile and Voice Search
Only a few years ago, speaking into your mobile device was unheard of. In 2017, over half of all internet searches were conducted on mobile devices where over 30% of these searches were voice queries. Estimates predict that over half of all queries in 2018 will be voice searches.
Optimize Content for Voice Search
More and more individuals and consumers are opting to use voice search rather than text. This is because the software that facilitates this such as Siri, Ok Google, Alexa, and Cortana now has a very low error rate. This implies that marketers will have to optimize their content with the most popular keywords likely to be used by the consumer.
What to Expect
More marketers will ensure that their content is discoverable from any type of search to increase visibility, lead generation and user conversion.
Video Content Marketing
You are more likely to recall content from video than any other form of media. Surprisingly, YouTube has always been thought to play second fiddle to Google in terms of search volume. Recent statistics show that it is more popular than Google based on the number of users in a given month. YouTube has over one billion users who are almost a third of all web users with more than 500 million hours of video being watched daily. Facebook is also beefing up its platform for video marketing.
Live Video Streaming
More companies will use this feature to conduct Q&A’s, interviews, live events, and behind-the-scenes content in a bid to show a human side of the brand. This trend is expected to intensify and be more interactive.
VR Video Marketing
Virtual reality will change the marketing landscape by capturing the users’ emotions. Showing an ad via a VR headset or 360° perspective is more profound than just regular watching because VR offers you an immersive experience.
What to Expect
Creative minds will push the boundaries using the latest video technology to capture consumers.
More web users are adopting ad-blocking software by the minute; much to the disappointment of marketers. Google is also designing the new Chrome web browser with a native ad-blocker. This means marketers will have to figure out creative ways to circumvent this issue.
Ads Built Within Video Streaming Platforms
Brands will begin paying for product placement in streaming video sites such as YouTube, Hulu, or Netflix.
Business Listings on Related Reputable Directories
Business listings on appropriate local or industry-specific directories along co-op opportunities will be utilized more often.
What to Expect
Marketers will utilize more content and influencer marketing and in some cases intelligent ads that can bypass the ad-block technologies.
Content is still the King! Software that mimics AI is already being used to generate content for websites. That said, nothing beats a high quality content produced by humans - be it an article, video, FAQs or photo.
Create Quality Meaningful Articles
Longer meaningful content will be in the rise to rank better on search engines and overall digital footprint.
Periodical New Content
The need to produce periodic media and content will be essential to stay on top of consumers' screens.
What to Expect
2018 will likely see more companies, like major publishers and news outlets, invest in AI software for content creation as they become more popular. Good writers will be in high-demand and many SMB will outsource media and content production to professional creators vs in-house content creation.
Search Engine Optimization is far from maturity and is still evolving as search engines expand to account for video, photos, social media posts, and more.
Long Tail Keyword Phrases Rise
Currently, there is an emphasis on single keyword rankings. This is expected to be less effective in 2018. Long tail keyword phrases shall see a rise because they are more effectively incorporated into content which helps keep users on the site thus offering greater precision in targeting desirable web traffic.
Mobile & Voice Search Optimization
As more voice based search devices are integrated into our daily lives, proper optimization of your website content will be critical for a successful presence on mobile and voice search results and recommendations.
As a marketer you’re tasked to communicate the right message across various boards, raise brand awareness, increase loyalty, direct more traffic, and get customer engagement. Adopting some of the new trends and implementing appropriate techniques will put you in front of the late adopters and competitors.
Not sure where to start or need to review your current marketing strategy, contact us for an in depth analysis.