The digital marketing landscape is one that is constantly evolving and growing. There are numerous new introductions to the world of digital marketing in terms of techniques and technologies.
Some of these you can learn straight off the bat; others may require the assistance of trained professionals or online courses. However, as a digital marketer, you do have to keep updating your arsenal of skills and expertise if you want to stay at the top of the game.
Everyone you interact with, clients, members of your own niche, influencers, will expect you to be competitive in your field and contribute something of significant value to your interaction with them.
And as a digital marketer, this is the single most productive way to utilize your knowledge and experience in the expansive field of digital marketing.
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Below follows a list of what we consider the most important and leading internet marketing trends that will see a rise in 2018.
1. Video Advertisements
Nothing on social media gets as much attention as good video content.
Case study: I advertised this video all over Facebook groups netting me over 1k subs (Free Traffic).
No matter which social media channel you choose for your marketing campaign, YouTube, Facebook, Twitter, Instagram or Snapchat, users seem to be most engaged and interested in the video content.
- We have social video engagement stats to prove this!
- Facebook users view over 8 billion videos every day
- 82% of Twitter users consume video content on the social media channel
- YouTube viewers spend a billion hours watching videos every day!
These statistics may look small on a page but they reflect magnanimous video consumption by social media users on a daily basis.
Digital marketers can leverage these interest customers have in videos through a variety of video formats. From 360-degree videos to live streams, your video marketing campaigns can take various forms and appeal to specific target audiences.
However, one thing to prioritize is ‘mobile-first’. Since a majority of the video consumption stats mentioned above occur on mobile phones, your videos have to be custom made to be viewed on desktops as well as mobile devices in high quality.
2. Influencer Marketing
Social influencer marketing has already secured a safe spot in the world of digital marketing. It is soaring as a digital marketing trend and will only grow in popularity in 2018. Marketers should be prepared to face competition, if they wish to work with top brand influencers.
Case Study: Here is an example of when an influencer had me on his YouTube channel of over 50k subscribers:
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Here are some of the compelling statistics that will help you make a decision for influencer marketing in 2018:
According to a statistics from Collective Bias, 70% of the millennial consumers are influenced by the recommendations of their peers.
- Facebook is the most influential social media channel with 19% of customer buy choices.
- YouTube is the second most influential social networking website with 18% influence
Influencer marketing is not just a monetary venture among marketers and brand influencers. It has to be more than that if marketers wish to convince the consumers of the testimonials and recommendations of these brand influencers.
Marketers need to build strong, long-term relationships with important social media influencers. Consumers can easily tell between authentic marketing and forced marketing done with the help of social media influencers, therefore organic relationships are the key to achieving savvy influencer marketing in 2018.
3. Artificial Intelligence Is Everywhere
Artificial Intelligence has been around for quite some time now. 2018 will be the year when it takes big steps in the realm of digital marketing and starts spinning up the game.
AI has great application in digital marketing. This year, particularly, it will be used to influence customer conversions by understanding the behavior of the lead. It will also be used majorly to predict what the customer wants to buy next and to persuade them to act upon that prediction faster.
Moreover, AI can help design and deliver a personalized marketing strategy to customers through SMS, push notifications, emails, and content recommendations.
This personalized marketing campaign made possible with AI will suggest an endless range of products that match customer’s needs and interests compelling them to purchase.
AI makes this possible through massive A/B testing and constantly updating the algorithm to improve customized marketing.
Here’s a look at the current state of Artificial Intelligence and what lies ahead:
Interesting fact: According to a research by Adobe, 47% of digitally mature organizations have a defined Artificial Intelligence strategy, 72% of the business leaders termed AI as a business advantage.
4. Chatbots & Traffic Recovery
Chatbots may not even come close to being the latest trend in digital marketing but they have become significantly more efficient and all the more important because of the recent AI improvements they have seen recently. More and more brands are taking up chatbots as part of their customer support strategies and it is working!
Case Study: did you that more than 70% of your traffic will leave your website never to return. One of the best ways to get it back is with the eLasso bot. It’s doing wonders for me.
Let’s get a bird’s eye view of how consumers feel about chatbots:
1. According to a research by Drift (2018), 27% of the consumers predict that they will buy a basic item through chatbots
2. 48% of the consumers like to connect with a company via a live chat than any other mean of communication (HubSpot, 2017)
However, the future of chatbots will not revolve just around customer support but also encompass other kinds of customer interactions. The statistics say that an estimated 85% of customer interactions will be conducted by chatbots by 2020.
5. Voice Search
Very soon, voice search is going to take over the digital world. At their current growth pace, it is estimated that by 2020 50% of search queries will be voice-based. This will be possible with the improvement and advancement of the voice recognition algorithm.
There are a few things to keep in mind when optimizing your content for voice search. With voice search, most of the search results are provided by featured snippets. One way to achieve features snippets is by making sure that the targeted content shows right beneath a subheading that asks the relevant question.
Also, using a minimal amount of words, ideally 45 words, will help your voice search optimization. Wordy content can prove to be problematic because the featured snippet takes up most of the screen in voice search.
According to a Research by eMarketer, the number of millennials who use voice-enabled digital assistance will reach to 39.3% in 2019.
Whatever means or techniques you choose to optimize your content for voice search, one thing is for sure: it is the future and you cannot avoid it!
6. Story-telling On Social Media
Social media has made it possible for marketing to be much more personal and creative. Because social media brings brands, marketers, and consumers really close together in a shared space, boundaries of formality and conventionality begin to disperse and everyone joins in collectively to create and interact.
Fact: you can tell video stories without showing your face, you can even sell these stories to local business.
Learn all about this amazing software here.
Social media took this idea a step further with the introduction of stories, Instagram Stories, Snapchat Stories, Facebook Stories, WhatsApp Stories, etc.
Even YouTube has now released a stories format of their own, under the name of ‘Reels’. The stories format was pioneered by Snapchat and before long every other social media platform joined in.
And by 2018, it has become so central and essential to social media channels that marketers will be missing out a big chunk of interaction with customers if they ignore social media stories.
Each social media channel has its own set of features and presentation to offer but, all in all, they follow the same concept. They are a way of humanizing brands and marketing by capturing something short, eye-catching, and intriguing and sharing it with your followers for a set period of time.
The temporary nature and brevity of these stories tap at the fear of missing out among consumers and keeps them engaged with a brand. They are also a fun way of releasing bite-sized, more appealing content.
Social media marketing strategies have to be incomplete and incompetent without the inclusion of stories. It is not only a tiny window for marketers to be fun and creative but also a great way of getting to personalize and humanize their brand and keeping consumers engaged with the happenings around it.
What Are Your Thoughts?
This is only a very general overview of the digital marketing trends that will see an escalation in 2018 but there is no certainty as to where they lead marketers and which trends work best for a particular brand and marketing strategy. That kind of knowledge comes with practice.
Marketers must be willing to experiment and constantly learn new things if they wish to stay ahead of everyone and produce meaningful work.
Important Note: This post was brought to you by magento development services, they are always looking to learn new things and sharing their experiences with other members of the internet marketing niche.
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