5 Digital Marketing Trends That Will Rule 2018
As the world turned advanced, digital marketing is on an exponential rise. 2017 saw various businesses including the small-scale ones strolling into the way of digital marketing. With the reception of social media worldwide, most of the individuals have realized the need to be an overwhelming player in the digital media and are working on earning a space of their own. 2017 seen a parcel of advanced marketing patterns which was demonstrated effective while a few backfired with destitute execution. As we move into 2018, let’s have a look at the trends that will lead you to be fruitful in digital marketing.
1. Behavioral Marketing & AI on a rise
Customers in digital media have a way better response rate if they feel the marketing is specifically targeted to them. They are bound to be more loyal in such scenarios and are more likely to reply to such focused on marketing style. Maybe, it is this pattern that made that ‘Data’ the most effective marketing tool in the world.
Over the past few years, many applications, browsers, and marketing platforms have indulged themselves in collecting the customer data one way or the other. Taking appropriate note of the web search history, time spent on respective sites, browsing patterns, preferred content, marketers have constructed most of their strategies on the customer data. Precisely 2017 saw the start of customer behavioral marketing with digital marketers addressing the customers based on their respective interests. In 2018, it is expected that the behavioral marketing and AI will work together to take the marketing to a whole new level.
Sources from Adobe claims that machines will soon start making strategic marketing decisions. Hence, it will witness the software building segments after analyzing the user data, campaigns on various channels being automated and in the creation of custom copy that can help in targeting perceived personalities. As the AI technology is on a rise, 2018 will witness the marketers effectively engaging with the customers. Customer chat boxes, bots in Facebook messenger will double up. When the buyers themselves give a clue on what they want through their actions, all marketers need to do is to take maximum advantage of it.
2. Rise in the investment on Influencer Digital Marketing
Influencer marketing has been a part of the digital marketing community for the past few years. Though it hasn’t been a significant player, Influencer marketing is steadily on a rise. 2017 saw the successful implementation of Influencer Marketing in which many brands started taking note of this pattern and hopefully, 2018 will witness the brands investing heavily in the influencer marketing. While the focus of Influencer marketing in 2017 was quantity, 2018 will witness more quality in Influencer market.
A 2015 survey by Tomoson claims that businesses are making $6.50 for every $1 spent on influencer marketing. Analysing the results on Clothing and Beauty have proved that influencer marketing can be highly lucrative for those brands who engage in it. While 2017 saw the rise of micro-influencers and major celebrities, 2018 will have brands in the action. In order to reach out to more customers, Brands are looking forward to giving the regular customers a chance to suggest their products. Taking a step ahead of Amazon even created a self-service tool for their social media influencer. The tool helps the influencers to come up with a page on Amazon with a dedicated URL and then publicising the same to respective followers thereby recommending a wide range of products and earning money.
Influencer marketing is steadily on a rise as more and more customers are ready to take it up as a part-time earning source. On the other hand, customers are bound to be more responsive when the same has been recommended by the person they know.
3. Social Media Live and Video Viewership will double up
Most of us are familiar with the “Go Live” feature on Facebook, Instagram, and Twitter etc. It has helped people to develop a new bonding with their followers and 2017 saw more and more people using up the feature either going live or responding to live videos. Statistics show that the reception of live videos are phenomenal and people just want to be a part of Facebook live.
Live videos are popular among marketers too as most of the business pages in social media use the feature to talk to their customers and also take feedback. Marketers who use video grow revenue 49% faster than non-video users (Aberdeen, 2015). Also statistics second that 80% of users would rather watch a video than to read a blog post (Hubsport). Also, the analytics from Facebook shows that video gets 3x viewership as compared to any other content.
2018 will have the video content dominating over the other as video content is the most preferred one. Also, brands will soon start investing in the usage of social media live tools that will allow them to reach their followers with ease and help in the marketing. 2018 will have a significant increase in the mobile viewership. If you haven’t started using the live feature or haven’t invested in the video viewership, now is the time to start working on.
4. Strategic Social Media to reach more Followers
There is no particular strategy that can gift you your own space in social media. In order to make a mark of your own, you need to be active in social media and reach your followers steadily. With the changing algorithms and more competitors, only if you invest the effort, you can succeed and keep up with the pace of the followers.
If you are a business venture, you need to start working on a content calendar and should plan your social media strategy. Using up all the features in social media, staying up to date with your followers, opting for the trendy content, optimising your social media handles, posting regular content and not missing out on peak hours can help you to reach more followers. 2018 will definitely witness many brands approaching social media with a clear-cut social media strategy and earning a space of their own.
5. Voice Search likely to Increase
Advancement of technology focuses on how to make the life of a common man much easier than it was yesterday. One of the key investment areas in technology is in improving the voice search feature.
Today most of the people have access to Smartphones, Laptops, Tablets & Desktops and almost all devices have the voice feature. 2016 saw people exploring the voice feature and 2017 saw people preferring voice search over the rest.
Sources say that 2018 will witness much improvement in the voice search features and by 2020, 50% of all the searches will likely be voice searches. The smartphone industry is already working on improvising the current feature to accommodate all kinds of voice and languages so as to make the voice search feature an efficient and advanced one.