Where Is Digital Marketing Going in 2018?
Whether you are just getting started on your digital marketing strategy or you are at the fine-tuning stage, this is the perfect time to take a look at the top trends that will drive digital marketing in 2018 so you can set yourself up for success.
5 Digital Marketing Trends to Look for in 2018
Digital Video Will Continue to Boom
Fueled largely by the rise of social media, video has been gaining in popularity at an astounding pace. This growth will continue in 2017. This is true not only in advertising but across all stages of the marketing funnel–from explainer/tutorial videos to product demonstrations. According to Insivia, by the end of 2017 video will account for 74% of all online traffic. This number is set to increase further in 2018.
Mobile Devices and the Micro-moment
It used to be that when we needed information, we turned first to our trusty desktop. Now we reach for the cellphone. A recent study by Google confirmed that 87% of people turn to their cell phone first. In fact, grabbing the cell phone has almost become instinctual. Hence the rise of the micro-moment–that instant of time when people turn to their most trusted device to help them make a decision. Recognizing the importance of making the customer's micro-moments count will be a key focus in the coming year.
One Size Does Not Fit All
Gone are the days of creating one message and spreading it across all your channels. There's a huge shift into "smart" content—content that is customized to the end user.
What does this mean for you? Your content must be engaging and align with the customer's specific needs. In order to be successful in digital marketing, you'll really need to know your customers and create messaging catered to them.
Streaming Video Will Drive Social
Conventional static videos will continue to be a big force on social media, but live streaming will dominate. Why? It works. According to studies, viewers stick with live videos longer and tend to remember what they see. Facebook, Twitter, Instagram, and Snapchat are all working to improve feed quality and add features to make live streaming more interactive.
The Use of Bots Will Expand
We know that personalization is an important marketing trend for 2018, and bots will be instrumental in achieving this. One way bots will be used is for anticipating what the customer would like to see. Take Spotify, for example. It's not a human that is deciding what should go in your Weekly Mix. Bots will also continue to be used for customer service. They can be used for responding to customer inquiries via the chat option on your website.
As a marketer there are two critical words that you need to be keeping top of mind for 2018: personalization and video. All other trends will support these two driving forces. That means you need to invest in tools that anticipate your customers wants and needs and then frame your content around those needs. As the year comes to an end, it's the perfect time to integrate these trends into your 2018 marketing plans.
Source: Kevin Layton.