Eye-Opening Digital Marketing Predictions... Will You Be " #Trending " In 2018?

Former President Bill Clinton is quoted as once saying, “Follow the trend lines. Not the headlines.”

The New Year is almost here and with it comes the opportunity to set exciting New Year’s Resolutions to better ourselves and our businesses. Digital marketing is fluid. It is always changing and brands have to be able to adapt to that. As 2017 enters its final phase, it's the perfect time to look ahead and predict the Digital Marketing trends of 2018. i have a few predictions on what digital marketers can expect in 2018.

So, what’s the next big thing? 

Google never stands still, so neither does digital marketing. Here's what you need to know in 2018. As 2018 approaches, there are a number of new marketing trends poised to make a significant impact on go-to-market strategy. Here are 18 of the most important trends to look for in the coming year.

Rise of the Chatbots:

Chatbots have become part of the mainstream for at least some of the population. Ordering basic products from chatbots is relatively simple because there are only so many variables, or what-ifs, in the process. But 2018 will see chatbots move into more industries with more complex transactions. This type of instant response is fast becoming a consumer expectation, so it is well worth thinking how your organization can utilize this software.

Identifying the Micro-Moments :

The recent Google report has revealed that 93% of desktop users turn to their mobile devices to get the things done when it comes to the search of products and services they need With there being more devices than people in the world, and each person on average checking their phone 60+ times a day, micro-moments are crucial. So the key of micro-moment marketing is to grasp the idea that you have only a few seconds to seize the attention of your target audience.

Decisions are made in micro-moments; when you check emails, social media or push notifications. Monitoring these touch points and their impact on the lead up to a macro-conversion will be a priority.

All eyes on visual search :

The visual search engine Google Lens is Google’s future. It changes the way that users search for information and marks a big step for Google, as they shift from reading websites to reading reality. For example, with Google Lens users will be able to view contextual information about a restaurant, such as reviews, opening hours or menus, by simply pointing their smartphone at it. From a marketer’s perspective, visual search offers numerous opportunities to provide target audiences with relevant information in the real world.We expect industries such as retail, entertainment, and tourism to pick up on this trend first; others will follow.

The continuing popularity of influencer marketing :

As online users trust traditional advertising less and less, there’s an increasing demand for more subtle forms of advertising like influencer marketing. Reaching out to influencers is a popular strategy for many brands. According to studies, 70% of people turn to their social media networks for advice on purchasing decisions.

The coming year is seen as the time when the integration of different types of influencers into campaigns becomes more popular. Each of these influencers can capture a specific section of an audience, allowing the brand to reach a larger number of people. Influencer marketing, and even micro-influencer marketing will also be more fully combined with other marketing strategies like:

• Word-of-mouth promotions
• Referral programs
• Brand loyalty
• Advocacy campaigns

The integration with these campaigns will make influencers an essential part of the customer journey.

The use of artificial intelligence for marketing :

The rise of artificial intelligence-based marketing tools is expected to be one of the biggest digital marketing trends of 2018. Chatbots have already been implemented in various stages of marketing.

One of the biggest applications of artificial intelligence in 2018 will be for the analysis of customer behavior. AI has improved significantly to now better identify patterns in how customers engage online. These patterns can help brands more effectively catch the interest of consumers or even detect complaints.

Changing content trends :

The digital marketing trends of 2018 will see the changing of the content landscape. Video, which is already an important content format, is expected to grow more next year. Ultimately, video content is projected to make up around 80% of online consumer traffic by 2020.

An important development in the further growth of video is the increasing popularity of live streaming. Marketers have adopted the format to create real-time engagements for their audiences.

The development of new content types :

Augmented reality-based content will become more significant. Mobile device manufacturers like Apple are already anticipating the rise and incorporating AR support features into their devices. Snapchat is even rolling out augmented reality-based features.Major brands are also starting to include AR content in their promotions.AR-based content adds a new level of engagement for users which can help hasten purchases.

Voice-optimized content :

Another area that brands are looking more into are voice-optimized content. In 2015, voice-based searches made up 30% of all online searches made. That number is expected to rise to 50% by 2020.

Owing to the use of natural language, voice search queries will shift towards asking full questions rather than just inputting keywords. There will also be greater emphasis on long-tailed search terms. By optimizing their content to respond to these developments, brands can position themselves better in voice search results.

Smarter Advertising With Big Data :

Big data has played a role in advertising since its inception, but the evolution of big data is allowing more advertisers to take advantage of insights into prospects never previously available. Big data helps advertisers hone their audience more carefully, letting them spend less money on ads targeting people who aren’t likely to be receptive.

An example of this is proximity marketing. Through location services, proximity marketing tracks where a prospect is via his or her mobile device, and pushes out offers or ads to them based on interests.

The growth of ephemeral content for marketing :

Ephemeral content is designed to be visible for a short period, typically just 24 hours. It then disappears completely afterward. Snapchat was first at this, and it has helped in generating continued engagements from users. Now Facebook has Stories, and even YouTube is getting in on it with Reels.

More local inventory ads :

Since their release in 2017 the pick-up of local inventory ads has been quite small. You’d think with a big shift in local intent that more retailers would have jumped on this. The trouble is it’s tricky to identify the value of a LIA vs a standard product ad. In 2018 Google will improve on this tracking which leads on to…

Better measurement of omnichannel :

Omnichannel is a term I’ve heard a lot from numerous clients this year. With 75% of mobile searchers visiting a store within 24 hours, the release of Project Beacon was no real surprise.

Be prepared for the digital marketing trends of 2018

These digital marketing trends are some of the exciting developments that are expected in 2018. While not all of the predictions may pan out, there could also be some unexpected developments that lead to new trends. Be prepared to take advantage of these upcoming trends and changes to enhance your marketing strategy for the coming year.