Businesses have begun to go digital and consumers interact with websites and apps more than with physical staff. This change can no longer be ignored.
From voice search to micro-moments and omnichannel, in this article I want to share eight digital marketing trends, based on a quick look at what's coming in 2018.
Digital Marketing Trends in 2018
Eight digital marketing trends to consider in 2018
1. The advancement of “voice search”
Experts confirm that voice search already accounts for 20% of total internet searches. Next year, companies will consider this much more in their SEO strategies. With all major technology gambling data usa providers investing in virtual assistants, AI technology will advance and become a key part of the buyer's journey for brands.
2. Niche influencer marketing will increase
There has been a clear increase in the use of influencer marketing in recent years, especially on social media.
We will most likely see a decline in “big name celebrities” pushing products as new niche influencers emerge, including global celebrities.
If done correctly and the focus is on specific niches, success can be fully guaranteed for campaigns that include micro-influencers.
3. More companies will invest in “Live Chat”
It’s obvious that live chat will become an even bigger communication channel. We’ve seen an increase in B2B interaction via live chat throughout 2017. Chat is proving to be a very high converting channel for some businesses.
Companies will tend to place more people in their online support areas and be more available, even outside of normal working hours.
4. Turning to #NoFilter communities
Users are tired of media outlets that exaggerate the use of Photoshop in their content. Amid the war against fake news, brands will realize that authenticity is key.
The content will be more genuine. No retouching or too much fake gloss. This will boost the rise of live videos and real-life content.
5. More local inventory ads
Since launching in 2016, uptake through “local inventory ads” has been fairly small. You’d think that with a big shift in local intent, more retailers would have jumped on the bandwagon.
The problem is that it is difficult to identify the value of this type of ad compared to a standard product ad. In 2018 Google will improve this and it could be a big change.
6. Better omnichannel measurement and analysis
“Omnichannel” is a term I heard a lot, especially at events in Bogota. With 75% of mobile searchers visiting a store 24 hours a day, this will really matter for retailers.
In 2018, Google will share more details on how to track store visits, so businesses can understand how this attribution works and start using it correctly as an important KPI.
7. Understanding micro-moments
With more devices than people in the world, and the average person checking their phone more than 100 times a day, micro moments are crucial.
Decisions are made in micro-moments. When you check emails, social media, or push notifications. Monitoring these touchpoints and their impact on the path to a macro conversion will be a priority for many businesses.
8. More inclusive messages
In 2017, we have seen campaigns from major brands with a real focus on gender equality, prejudice and sexuality.
Think of the Heineken Worlds Apart campaign and the McCain We Are Family campaign .
Brands that are confident enough will pay attention to the big players. And they will be more conscious of how to target everyone, erasing the gender gap and the taboo around sexuality.
While it is not possible to predict exactly what will happen in 2018, it is exciting to see what new trends, tools and technology will be widely used in the digital field.
We'll see how many trends become reality in 2018.