Digital marketing continues to be the main instruments for reaching a wide audience in today’s market. More businesses are turning to digital marketing to further connect with their potential customers. The common traits of digital marketing campaigns, such as the fact that it is measurable, are attracting business owners and marketers.
As we get closer to 2018, there are several interesting internet marketing trends brewing on the market. To stay ahead, keeping up with updates and changes in digital marketing is a must. That is why we are going to take a look at the 7 digital marketing trends you can’t miss out on in 2018.
Content Marketing 2.0
Content marketing is multi-dimensional; more so than ever before now that the consumption of audio and video content is on the rise. It is still regarded as one of the most effective marketing instruments to use. Despite the popularity of content marketing, a lot of businesses still focus on the wrong things.
Content marketing 2.0 is all about taking the value of content to the next level. The audience is your primary focus and your main goal is to deliver contents that they enjoy and find valuable. The marketing side of the process – the part where you promote products and services – takes the back seat.
2018 is also a year of storytelling. Storytelling already sits at the heart of some of the most successful campaigns, but its role will be even more prominent next year. There are stories to tell everywhere, from the process of developing a product to the people supporting your business growth.
Big Data and Artificial Intelligence
Big data isn’t just jargon. It is a way to collect massive amounts of information for thorough analysis. Combined with the artificial intelligence systems we have today, big data becomes an incredible source of insight.
Many digital marketing instruments now use a similar approach. After all, marketing is always about gaining a better understanding of the target customers – the audience – and then tailoring the key messages to better suit that audience.
What’s different is the way the analysis is performed. Instead of relying on people and manual data collection, things can be made more automatic and scaled up like never before. As a result, businesses can gain a much better understanding of the market, their customers, and the expectations to meet with the help of big data and artificial intelligence.
Gone are the days of creating one marketing content for every user on every platform. 2018 is all about personalization and personalized messages. Today’s customers are far more sensitive to the messages you deliver, so things like personalization matter even more.
One of the popular ways to add personal touches to your marketing campaigns is retargeting. OptinMonster with its comprehensive OnSite Retargeting suite now allows businesses to build a better relationship with visitors. Instead of displaying the same message or promotional offers over and over again, your site can recognize the visitors and tailor everything to specific details about them.
It’s not just marketing that is getting more personal either. We see the same approach being implemented on social media and content sharing platforms. Instagram now displays photos and videos based on relevance and other factors. News sites use the same retargeting approach to deliver the news you actually want to read at the right moment. It is a trend of the future indeed.
Social Media CRM
Social media will still be a big part of digital marketing in 2018. It is difficult to replace social media platforms and these platforms the way they allow businesses to interact with the users directly. That level of engagement is what allows businesses to connect on a more personal level with the audience in general.
What’s interesting is the way businesses now use social media as a way to maintain that relationship. We’re seeing social media of brands actually recognizing highly-engaged users on their pages. Social media is no longer limited to sharing content and interacting with the audience. It is turning into a Customer Relationship Management (CRM) platform as well.
You can also decide to take it a step further and offer customer support through social media sites. Twitter now lets you add a DM button to a support Tweet. Facebook has even more comprehensive customer care features for Pages. Other social networks are following suit, with Instagram offering business tools to their users.
Digital marketing is always expanding and it will continue to do so in 2018. Experts believe that the next big thing is something called re-interfacing, with the entire digital marketing landscape finding new ways to connect and interact with the audience.
We all know how popular Augmented Reality, or AR, has been this past couple of years. Apple’s support for AR content through the iPhone X and similar implementations by other solution providers are bringing AR to the center of the stage. Instead of interacting with a screen, the audience can experience your marketing content directly and in different ways.
Another interesting trend to follow is the Internet of Things and its marketing applications. Smart hubs are more accessible than ever, smart appliances are also getting affordable, and there are many indie IoT devices entering the market. It will not be long before you can deliver a special offer for groceries directly to a user’s refrigerator.
This next trend is not a surprise since over 80% of internet traffic comes from mobile devices. However, it is worth noting that there are some interesting trends developing in the mobile sector. For starters, location-based marketing is made easier thanks to the new breed of tools and marketing instruments available to businesses. Google even offer tailored ads depending on where the customers are located.
The next interesting trend is an emphasis on mobile-first user experience. Mobile sites are no longer slow and sluggish. The new technologies and programming frameworks offer more access to a mobile device’s native features. As a result, the mobile user experience can be further tailored and the approach of delivering the same contents for desktop and mobile users will soon be a thing of the past.
One last thing to keep in mind about mobile marketing is the new delivery channels businesses can now access for marketing purposes. Targeted display ads, AR contents, Virtual Reality (VR) contents, and other channels will be bigger in 2018. We even have businesses investing in their own mobile games and other native apps as a way to get closer to their audience.
To tie everything together, integration is needed. in 2018, digital marketing campaigns will be more integrated. You need to focus more on utilizing the instruments available to you in a comprehensive way rather than trying to optimize them individually.
Don’t forget conventional email marketing and sales either. There is an increasing number of mixed campaigns that combine the traditional marketing instruments with digital tools; these campaigns were very successful and the approach will only be more popular next year.
There is no doubt that the market is becoming more competitive. The steady and sustainable market growth we’re seeing today means there will be more businesses competing for that same market segment in the future. By utilizing the best digital marketing tools, you can separate yourself from the competition and lead the way to success in 2018.