Marketing strategies have had to evolve rapidly to keep up with changing technologies and expectations.
Companies can no longer rely on clickbait; marketing strategies must be targeted and thoughtful to be successful. From augmented reality to privacy concerns, here are the 10 most important developments that will determine marketing trends in 2018.
1. Content marketing will become more sophisticated
Content marketing has been increasing in popularity over the past few years—and that trend will continue throughout 2018. Because it is relatively inexpensive, new companies might take the plunge this year, which means their strategies will have to evolve in order to stay relevant. The following nine trends are all ways to update content marketing in 2018.
2. Content will become even more personalized
Consumers have begun to expect personalized features in their digital retail and social media experiences. Content marketing must stay relevant by continuing to personalize its offers for consumers; by using algorithms that will continually update based on users’ habits and information; and by making it easy for users to get questions answered (by a human!).
3. Privacy protection will be a major concern
In 2018, consumers will be drawn to brands that they see as taking measures to protect their information. These protection measures will be especially important for digital marketing, as internet users will look for privacy protection information before interacting with the brand or sharing any information. To address this trend, companies should post their protection measures clearly and be ready to answer any questions.
4. Off-screen digital marketing will gain strength
Voice technology will be even bigger in 2018. The more consumers use features such as Siri and Alexa, the less they are looking at their screens. Content marketing will need to find ways to incorporate off-screen interactive features.
5. More use of live video
More and more platforms, like Facebook and Instagram, are adding live video services. Content marketing will need to use video content, and not just written content, to be successful.
6. Interactive features will appear everywhere
Increasing interactivity can be simple. Even adding menus, videos, and GIFs to a website can help users participate in the process of receiving content.
7. Augmented reality becomes more common
Although virtual reality has been anxiously awaited for years now, in 2018 it will be augmented reality that has the greater impact. Expect to see greater use of location in adding features and personalizing digital content.
8. The (micro) influencer remains
Instead of celebrity influencers, expect to see more success with micro influencers—these are influencers who are not famous, but promote products and brands through social media platforms such as Instagram. Consumers may relate to these small-time influencers and trust their opinions more than celebrities, who are more obviously being paid to promote products.
9. Generation Z arrives
Much of the digital marketing strategies have targeted Millenials, who have been the most tech-savvy adult population so far. But starting in 2018, Generation Z will start graduating college and entering the workforce. Companies should not assume that the same strategies that appeal to Millenials will work for Generation Z.
10. Big data gains power and precision
Big data has been important for several years now. It will remain important in 2018 as the data and technology that analyzes it become better. Companies will continue to be able to use big data to perfect algorithms, making every digital experience even more personalized.
Consumers are more sophisticated than ever. They are more aware of the techniques of traditional advertising, and they expect more from their contact with brands. It can be overwhelming to follow every digital marketing development. By focusing on these 10 factors, though, companies will stay ahead this year. Each of these trends will have a major impact on the marketing sector in 2018.
