As you brush up your digital marketing calendar for the year, it is important that you pay attention to trends that will influence your marketing success. The digital world is constantly evolving; and what worked in the past may need a bit of tweaking to work today. Of course, you may find it easy running your marketing operation, but smart marketers are constantly on the lookout for new tools, new technologies, and better insights to ensure that their marketing efforts pays off.
To help out in this area, here are 5 digital marketing trends that have and will continue to influence choices in 2018.
Website visitors are critical people. You should know this since you’re one of them. It will take more than the regular run of the mill website to impress them; and if there is one thing you should be concerned about when launching a web platform, it is impressing prospective visitors.
It is important that you focus on choosing the right combination of colours and image that best represents the message you are trying to pass. A website that meets user’s expectation is an SEO game changer, anything less and you have lost out. Visitors are less likely to revisit a website that doesn’t win them over at the first attempt.
To get a website that is up to the standard that is required, you can either hire a freelance expert or use any of the numerous web building tools on the internet.
Micro Moments –
People are now using their smartphones more than their wider devices to quickly get information on the internet, and this trend has made it possible for marketers to gain insight into customer behaviour – such as buying patterns, customer location, and time spent on the internet. With this information, marketers can modify their strategies to provide the kind of information customers need.
This means for your content to be relevant, it has to address the user’s specific intent, across multiple channels and devices.
By taking advantage of the data retrieved from mobile usage, smart marketers accurately pinpoint when micro-moments will occur and cash in on them.
Micro-moments are those moments when users turn to their mobile devices to meet a specific need. They generally fall under the following categories:
Smart marketers can quickly catch customers in the decision-making process by creating relevant content that would answer these micro-moments questions.
Artificial Intelligence is not new to the digital marketing scene. You may have come across it when you see ads on social media and search results. This trend, however, is set to expand even more with a growth projection of about 50% in the next 2 years.
So how does this help you in your marketing strategy?
AI can give email marketers better insight into how they can create email content that will directly engage their target audience. Segmenting email lists and recommending products are just two ways AI can influence email marketing.
AI takes it a step further by analyzing the history of users on your website. With this information, you can create relevant content and better user experience for your customers.
Already 57% of marketers are using AI to get insight into customer purchases and decision-making patterns, and the information they get influences their marketing techniques.
Influencer Marketing –
Social media influencing has been gaining lots of ground in previous years and it is safe to assume that this trend will increase as the years go by. In 2017 alone, 84% of marketers used at least one brand influencer in their marketing campaign, and studies have shown that businesses can generate up to 60% return on investment with influencer marketing.
Influencer marketing involves identifying, engaging and supporting the people who create and influence the conversation impacting your brand awareness. In simpler terms, it can be described as using celebrities and social media (Instagram) influencers to improve the reach of your brand’s message.
Word of mouth has always been a very effective form of advertising and has been known to produce terrific results. A huge number of consumers say recommendations from peers greatly influence their buying decisions.
The advantages of social media influencing are already well known and marketers should expect some form of competition from other businesses if they intend to work with brand influencers.
More than 90% of marketers who currently use influencer marketing believe it is an effective strategy. In view of this, it is safe to assume that the number of brands and marketers that will adopt influencer marketing will increase this year.
Advertising Will Circumvent Ad Blocking –
Smart internet users are discovering new ad blockers every day, much to the disappointment of marketers. In the US alone, more than 100 million users will completely block ads on their devices by 2020, and this will amount to more than $12 billion loss in revenue.
As if that is not enough, Google is working on a Chrome tool that stops videos from auto-playing. It is therefore important that marketers explore new ways to circumvent these ad-blocking and auto-play stopping features. Platforms like Facebook and Google have found ways to disable ad blocking features on their websites, hence, allowing advertised content to be seen. A good workaround to ad blockers will be to advertise on social media platforms seeking advertising income, e.g., Facebook, LinkedIn and Twitter.
There are many ways marketers can find success despite the increase in ad blocking. Exploring these options should be part of your digital marketing strategy for 2018.
As you put finishing touches to your digital marketing plan, one factor should stick to the back of your mind: “always think like a customer”. Customers want to get information without having to work too hard for it. Your marketing strategy should be prepared in such a way that your message can be heard without too much effort on the part of your customer. If you make it easy for customers to understand your content, they will reciprocate the favour with a purchase.
Anthony McKenzie is a renowned content writer who has established himself on reputable freelance platforms including Freelancer, Upwork, and People Per Hour. He runs the blog www.writingmaniac.com and has worked with several businesses scattered across the globe, creating impressive content for their web platforms.
A talented wordsmith who is passionate about his craft, Anthony is always on the lookout for innovations that can further boost a freelance writer’s career.