Featured article by Mel W., Independent Technology Author
Now that 2017 has drawn to a close, attention is naturally shifting toward the trends that will emerge in the digital marketing industry over the next year. As always, an awareness of the key developments in the marketplace can help businesses and organizations to develop effective marketing strategies. In today’s heavy social environments where consumers are demanding a much more integrated online experience, tomorrow’s digital marketing trends can make the difference between increasing visibility to reach more customers or being forced by the wayside.
Video marketing rapidly became one of the most popular and influential forms of digital marketing during 2017. From social media influencers to global iGaming brands like PokerStars, who is currently producing a series of fun challenge videos pitting Kevin Hart against Usain Bolt in their #GameOn promotion, 2017 saw brands and individuals beginning to take the power of video marketing seriously. In 2018, the trend is likely to develop further as marketers harness the power of video content to improve customer engagement and boost search engine rankings.
In 2017, the world began to take notice of artificial intelligence (AI), and the impact it could have on digital marketing during 2018 and beyond is a conversation that business owners and marketers need to be a part of. We’ve already seen a huge shift in the use of AI with consumers since 2016 as more than 20% of global searches entered into Google were voice-based, meaning its availability across all devices and platforms is an area that is going to continue to grow. As far as optimizing digital marketing and SEO campaigns for voice search goes, the focus will be on conversational type keywords that consumers are more likely to say out loud. Marketers and business owners can also tailor and optimize their content marketing efforts by including these conversational phrases in blog posts and supplemental online content.
We can also expect to see more understanding and integration of virtual or augmented reality (AR) in digital marketing efforts throughout 2018 and beyond. With rapid developments taking place in the functionality and usability of mobile devices and smartphones and improved integration with AR by social apps, brands are well placed to take advantage of the increased exposure and engagement with consumers that this can offer. In 2018, expect to see brands follow in the footsteps of game apps like Pokémon Go, which pioneered the concept of triggering rewards and content based on a user’s location.
A fundamental aspect of any marketing strategy, digital or otherwise, is how a brand engages with their customers. An effective digital marketing strategy in 2018 should attempt to genuinely understand a customer’s journey and offer personalization across all stages of the sales cycle. The focus will be on making use of the powerful data that is now on offer to brands and marketers by developing campaigns that are hyper-targeted and include personalization in every online interaction.
Native advertising is also expected to be a top priority again throughout 2018, with the development of proprietary tools to increase online sharing and improve relationships with target audiences. Some industry experts are forecasting the collapse of the so-called “influencer market” as a consequence of it generating few or immeasurable results in comparison with other marketing opportunities. One thing is for sure, in 2018, digital marketing will embrace the vast potential on offer, but a core of organic, grassroots promotion will still be prevalent.
