As this year is coming to an end it’s only logical we start thinking about how the digital marketing landscape will look in the year to come.
In order to make sure you are in line with the newest marketing trends in 2018 and stay ahead of the pack, you need to make sure your digital marketing strategy is in line with what’s new, what’s hot in the short term but more importantly what’s worth your time in the long run.
Going back through the internet age we’ve witnessed crazy growth in the importance of PPC, then organic traffic and content marketing, then social media etc.
If we take a step back and think, we can all identify at least one opportunity we’ve missed as we were too busy to stop, think and identify where the industry is headed and where our focus needs to be.
2018 is right around the corner. The digital marketing industry in 2018 will be changing fast as it always has and this is always an opportunity.
You need to keep up with the market shifts!
Hopefully, this will help.
Digital assistants and Voice Search
“Voice, is extremely underrated by many.
The biggest struggle for many people in today’s fast-paced everyday lives is time.
People value their own time above everything.
Voice is the perfect medium for multitasking.
Which makes it the number one format for many “everyday content consumers”
To make this more obvious.
Digital assistant sales went completely insane in 2017.
Their penetration in 2017 grew in a trajectory that exactly matches with smartphone and tablet penetration growth.
We are talking about devices that are now owned by, well everyone.
I am not saying this is how big Digital Assistants will get, but I am not saying they will not either.
Again one more ace in the sleeve for all of you out there smart enough to recognize the opportunities here.
It is time to start thinking about how you can leverage this huge attention shift.
It’s time to think about voice search optimization in 2018.
Voice search is growing fast and by 2020, 50% percent of all searches will likely be voice searches.
Even though it feels as if voice is video’s little brother, we just can’t ignore the opportunities it provides and this is why it made its way on our list of marketing trends for 2018.
Live Video Streaming will be huge in 2018
Content, Content and more Content.
Even though we are all aware quality is the number one priority when content is in question, but slightly behind in second place comes consistency.
If you are unable to maintain a consistent flow of new and fresh content you should think hard if you should even go down that path.
This is especially true when video content is your poison.
It is very demanding and it is just expensive to produce.
Many have found their escape in Live Streaming.
Maybe so can you, if you are good enough.
The two big attributes that we hear in correlation with live streams are: it’s raw nature and authenticity.
You can’t edit live video. You can’t mask it.
This is what makes it appealing, and at the same time so challenging. If you are not good enough, you’ll be exposed.
If you are good enough, live streaming is the best way to write that in stone.
Influencers understand this very well.
This is why live stream will be big in 2018.
Everyone good enough to do it, will.
Gen Z will be stepping into the spotlight
Generation Z (Post- Millennials) is slowly aging its way into our target audiences.There’s been so much talk about Millennials it’s crazy.
This is nothing new though.
Millennial talk is just not sexy anymore. It has become annoying even.
Enter Generation Z. Slowly but sure enough Gen Z will be stepping into the spotlight.
This is a big one.
The information consuming and shopping habits, lifestyle, and decision making process gap between Gen X and Millennials is not that big as the one between Millennials and Gen Y but you still need to adjust.
Smart marketers have already done their homework. If you are late to the party I am positive you will not find lack of info when 2018 comes to a close.
Influencer marketing will keep going strong
Influencer marketing has been near the top of digital marketing to do list for quite some time now, and it’s just getting bigger.
According to a study published on Inc.com, 84% of marketers had an influencer marketing campaign in their sights in 2017.
Social platforms continue to grow the number of influencers on these platforms as well.
When Influencer marketing was just in its infancy, influencers felt like it was damaging to their “brand” and reputation.
That feeling is gone. Everybody is doing it and it works a lot better than paid advertising in some niche markets.
Fans no longer feel their idols have “sold out” when they start pushing products through their channels. In fact, they welcome their opinion on what is good. Trust is not broken yet improved.
Influencers have gotten better at product placement as well. They create compelling content that appears to be organic which makes it a lot easier to consume
The audience appreciates this. The content that feels less “staged” and it just is extremely effective.
These 2 facts alone set Influencer Marketing at the top of digital marketing trends charts for 2018.
Video will be consumed on mobile
Video consumption time will continue to rise. It’s expected to grow by 25% in 2018.
What is interesting for 2018 is the fact that for the first time in many years’ video consumption on desktop and laptops will decline.
Video consumption on smartphones, however, will skyrocket as it has for the past 12 months.
There is one big opportunity right there.
This marketing trend can be huge for you out there ready to start producing high-quality video content. Beware of the shift though and if you haven’t already, make sure you adjust your efforts accordingly.
Machine learning will get big for marketers
There are more and more organizations out there that understand the power of data
The amount of data organizations are able to gather, analyze and translate into actionable conclusions using is just insane. If that was not enough now we have these insanely intelligent supercomputers that actually learn from the data they gather and improve over time.
AI is slowly finding its purpose across many industries and digital marketing is no different.
Marketers are finally figuring out how do integrate this into marketing automation and the possibilities are scary.
This is nothing new to big organizations but with the rise of technology, this is now possible for many organizations that were not even thinking about it 24 months ago.
The future is now.
Integrating social messaging apps and chatbots into brand communications
WeChat and WhatsApp have been killing it.
Fast and prompt customer service is a must.
Customers are getting more and more impatient. We have “technology” to blame for this.
In the heat of the battle to better serve and do it, faster companies have spoiled their customers. We want everything and we have no patience to wait for it.
This is felt twice as strong when customer care and support are in question.
Many of the big players have already started integrating social messaging apps into their client communication structure. Many of them have turned to chatbots in order to keep the cost down of these fast interactions.
As history has thought us, when a solution that saves customers time becomes available, it’s not long before from an advantage this turns into a necessity.
Clients are starting to demand easy and fast communication with their favorite brands and there is no better way to do this than using messaging apps and chatbots.
Now, there are many more important shifts to look into but the 7 digital marketing trends above are the ones I will be thinking of when preparing my winning strategy for the next 12 months.