Every new year brings new trends along for the ride. 2018 is right around the corner, so we’ve rounded up 5 of the main trends you’ll be likely to see in the digital marketing world. If you like what you read, consider implementing these trends into your own marketing strategy. These new trends are here for two main reasons: they’re gaining in popularity, and they work. Check out our list below for some inspiration, and make it one of your New Year’s resolutions to incorporate one (or more) of these trends into your 2018 marketing plan!
1. Increased transparency and personalization
Transparency has long been important to consumers, but this importance will continue to grow in 2018. It will be important to make sure your brand has that “human” element. Make sure you’re engaging users on your social media platforms, and give them behind the scenes looks at who your brand is. Be sure you’re telling a brand story that consumers can relate to.
Personalization goes hand in hand with transparency—and consumers are looking for more personalized brand experiences in 2018. New technology is helping personalization go to the next level. With the help of Artificial Intelligence and ABM (Account Based Marketing) platforms, targeting is getting more specific and it’s possible to use chatbots to have individual “conversations” with potential customers.
2. Artificial intelligence
As mentioned above, new technology is changing the marketing game. As technology evolves, so does digital marketing. Artificial Intelligence (AI) is expected to become more popular in the marketing world. AI is able to power live chat tools also known as chatbots to communicate with current and potential customers.
It may sound like something out of a Sci-Fi movie, but this technology is officially here—and here to stay. You should also keep an eye out for augmented reality, which is predicted to make more appearances in advertising campaigns.
3. Influencer marketing
Luckily, it isn’t all about artificial intelligence—it’s about real people too. More advertisers are relying on social influencers to spread the word about their products and services. It comes back to authenticity. When followers of a trusted individual in a niche area see them using a product, these followers are more likely to trust what that product can do for them.
In this way, a trusted—and real—person can influence others to feel a certain way about a product. If you’re seeking out an influencer to promote your brand, it’s important that you do your research. You want an influencer to match up with the brand story you’re telling—otherwise that authenticity will fall flat. The last thing you want is to come across as fake or dishonest.
4. Optimizing for voice search
Smart home devices like Google Home and Alexa are continuing to gain popularity. More people are using voice activated devices like these—not only in their homes, but through their mobile devices as well. What does this mean? Voice activated search is on the rise, so marketers need to start optimizing their content for voice search.
It’s easier to talk than it is to type—and it’s also easier to work in more long-tail keywords when it comes to voice search than traditional text search, which usually uses shorter search terms or keywords. According to Entrepreneur, 20% of online searches were conducted through voice search in 2016. This percentage has continued to rise, and is predicted to be at 50% by 2020.
5. Video marketing
Live video will become even more popular in 2018. Social Media Today reports that 80% of users would rather watch a live video than read a blog post. So if you’re reading this instead of scrolling through your Facebook feed for cat videos—live and otherwise—we thank you. In all seriousness, as an advertiser, it’s important to be where the potential customers are.
With live video on the rise, there are plenty of ways you can utilize video to draw in customers. Have live employee spotlights, or feature live flash sales. If live video isn’t something you’re quite ready to dabble in, “Explainer” videos that show your followers how to do or use something, as well as disappearing “stories” are also continuing to get more popular across multiple social media platforms. There are plenty of ways you can put this trend into action.
Looking for more ways to improve your marketing strategy? Feel free to contact us! We can’t wait to see what else 2018 brings so we can add to our arsenal of cutting-edge technology. We combine this technology with innovative thinking to get you real and measurable results.