Digital Marketing in 2018: Trends and Predictions
In the past few years, the focus of marketing has shifted from product-centric to customer-centric, from customer acquisition to retention and loyalty, and from individual transactions to the entire buyer journey. This has led marketers to re-examine the entire customer experience, seeking to create more streamlined, personalized and memorable interactions that will strengthen customer engagement, loyalty and, ultimately, profits. Amazing CX transformations are being enabled by a synergistic combination of marketing technology and customer data.
For 2018, one of the hottest growth strategies involves identity-based marketing to existing customers. This strategy requires, at its foundation, an omnichannel identity solution that can recognize a customer at any touchpoint — human, physical or digital — across websites, apps, digital ads, email, physical stores and call centers.
Here are digital marketing trends to watch for in 2018:
Artificial Intelligence Marketing
AI Marketing (also referred to as Artificial Intelligence Marketing or AIM in many cases) is one of the most anticipated digital marketing breakthroughs in recent years. Together with big data and machine learning, AI will both revolutionize and optimize marketing through highly targeted, personalized consumer experiences.
AI solutions can take large amounts of consumer and market data, segment and analyze this data at a beyond human level, and present findings back to marketers that enable intelligent campaigns and execution. With artificial intelligence solutions on their side, marketers can focus on high-impact strategy, content, and execution.
Proliferation of Mobile
Today, more people than ever before are ditching their desktops for mobile browsing activities. With more than 40% of all e-commerce sales in 2016 coming from mobile, the trend is only expected to rise in 2018.
Marketers are going to have to allocate a considerable amount of resources, time, and energy to mobile-focused strategies. This can be as simple as including mobile components across various marketing campaigns, or as complex as implementing geolocation ads across social platforms. Regardless of exactly what tactic, marketers should be focused on mobile as a rising trend in 2018.
There has been plenty of buzz about social media and marketing, and rightly so – brands have to invest serious time and resources in social strategies in 2018. With more social media outlets than ever before, consumers will have their attention stretched to the absolute limits.
Digital marketers can use this to their advantage, however, by building and scaling a robust social presence to interact, communicate, and engage with consumers. For savvy digital marketers, social media can actually present an opportunity to leverage consumer relationships and turn them into revenue.
Content marketing and inbound marketing will continue to grow in 2018, but the important thing to note is that content alone is not the king. It is distribution in fact which is the king because great content that doesn’t reach out to the right people doesn’t mean much. Marketers need to focus on spending right, upping their email marketing game and stop focusing on random traffic from SEO and similar activities. We’ve had enough buzz, now let’s start concentrating on conversions.
In my opinion video marketing as a part of content marketing would be a popular and effective inbound marketing channel in 2018. Long form content and infographics are still popular content choices, however with low attention spans, video marketing is becoming the best bet for users on the run
In 2018, digital marketing trends will focus on leveraging technology and data to help marketers execute on highly targeted campaigns. What are some trends that we missed? Let us know below in the comments!