I know ‘tis the season to be jolly…for a bright new year is just a few days away. So, apart from calculating your amends for 2017, you also need to keep an open eye for digital marketing trends that are set to shape 2018.
One thing is certain, 2018 is going to be the age of customer centricity. As experience increasingly becomes the biggest driver of digital transformation and marketing strategy, your strategy should be about moving your customer relationship to an even profound and more dynamic level of personalized engagement.
Let’s take a quick look at the 2018 digital marketing trends…
Augmented Reality Will Take A Giant Leap
As our mobile devices become more powerful and social apps better integrate with AR, brands will use AR to better engage with consumers. Cue – Pokémon Go. It was the pioneer with this idea and they really won at it. I believe Instagram and Facebook will soon be integrating this tech onto their platforms.
Will Influencer Market Sustain?
As companies, we have been pouring millions into influencers, but by and large we’re either not measuring or not seeing results we’ve been getting from alternative marketing spends. Brands will zero in on a handful approaches that drive results and move away from high-cost, middle-tier influencers who drive awareness but little ROI.
Understanding Your Customer Journey Has Always Been And Will Always Be Crucial
Data-driven marketing is a powerful tool, but how that data translates to the customer journey will be paramount in digital marketing success in 2018. Strive first to use data to know where your consumers will be on every step of their purchasing path, learn what appeals to them and design your marketing to touch them all along their journey.
We’ll See More Targeted Ads
People have minimal attention spans; we’ve by hearted this by now. I think ads will become more singularly purposed with a very specific goal and goal conversion in mind. Mobile ad platforms will show major growth in 2018, including Facebook, Instagram, Snapchat, etc.
Live video is Awesome
The video will continue to be a trend in 2018 but not just video, professional live video. Every social media platform is jumping into live video and adding new features monthly to their platforms. Live video is a great way to connect with your audience. But, possibly, a holding-a-phone-in-your-hand live video that’s wobbly won’t be acceptable anymore.
Chatbots Will Rule
Conversational interactions, such as Amazon’s Alexa, Google’s Assistant, Microsoft’s Cortana, chatbots and others will continue to find their place in consumers’ daily routines and lives. Conversations are natural and will allow for brands to interact more with consumers who want information.
The video is becoming the most popular and influential form of digital content for businesses today and if done right, it can have a very positive impact on your business. As our attention spans decrease, marketers are heavily relying more and more on creating video content to boost search engine rankings, increase engagement and website traffic rates.
Heavy Personalization Along All Stages Of Sales Funnel
Impersonalized email blasts and ads are going down the drain. Becoming hyper-targeted and focusing on personalizing every interaction is becoming increasingly important. Personalized landing pages should be connected to every one of your advertising campaigns. Attention is a currency and building a personalized connection with prospects will be critical for digital marketing in 2018.
Companies seeking to enhance market reach, brand relevance and improve overall engagement can benefit greatly by implementing native advertising into their digital marketing strategy. Engaging with your audience by utilizing native language and your proprietary tools increases the opportunity to expand viral sharing and can lead to developing a more involved relationship with your target market.
Google says that 20% of its mobile queries are voice searches and that number is only going to increase as consumers get used to asking Alexa, Siri and their smart fridge for insight on what to buy. Marketers need to prepare by creating content that captures these types of searches, and advertising in non-traditional places.
We’ll Witness A Different Kind Of Content Marketing
With new formats evolving every day and the popularity of video, content marketing is no longer about writing blog posts and listicles. Voice search will alter a lot of content strategies to aim more for featured snippets or present interactive tutorials that can be spoken to people as they complete mundane or complex tasks. Conten
t will be more interactive and integrate with other UI features.
So, pull up your socks and make 2018 the year that you build your best and most powerful digital marketing strategy. Think local and digital and you should be off to a flying start. Keep the experience as human as possible by staying on top with the above tactics and you’ll be ready to roar.
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