2017 DIGITAL MARKETING TRENDS REVIEWED AND WHAT TO EXPECT IN 2018
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”—Charles Darwin. Digital marketing is continuously evolving. Who would have thought twenty years ago that you could file a complaint or ask a question through a social media app on your phone?
Customer experience has being shaped by the continuous evolution of digital marketing and also raised customer expectations high. Of a fact, so many improvements and new strategies has happened over the past few years.
2016 was an amazing year. We saw an increasing interest on social media and content marketing. From Microsoft’s acquisition of LinkedIn in June for $26.2 billion to twitter’s new algorithm and Pokémon Go location-based augmented reality game, it was really an exciting year.
Content marketing was on the rise in 2016. Of course, everyone was content marketing. This created a lot of uproar and many companies struggled to stand out.
THE TRENDS FOR 2017 REVIEWED
With just two months away from 2018, digital marketers have already started predicting the marketing trend for 2018. Most people are wondering whether they should stay on the trend in 2017 or make changes.
Before we look are the developing digital marketing trends for 2018, what did 2017 offer?
William Harris Prediction on Content Marketing.
William Harris, (CEO of Elumynt) prediction for 2017 showed that content marketing was going to trend in 2017. An article from groundreport.com revealed that Google preferred websites with quality content and provided useful information’s to visitors. Some of the important factors that you needed to follow if you were in content marketing was:
- Creating quality content in different forms such as videos, graphics, podcasts, etc.
- A good story telling concept on your content was a key point. There needed to be more emphasis on the human touch points, and correlation to actual circumstances.
- Instead of focusing on epic blog post and explosive content, there needed to be more focused on creating informative contents that people will actually want to read.
Video Content was predicted to Trend in 2017
According to Roberto Blake, a youtuber, videos was part of the trends in 2017. As we did see in 2016, most companies was using videos on social media sites and other platforms. Video content was predicted to be very important in 2017.
An article published in Freshegg.co.uk revealed that there were more brands and individuals adopted live videos over the last 12 months in 2016. This was set to increase in 2017.
Google Was Not To Be Left Out!
CEO of Hubspot, Brian Halligan attested that Google was important as many companies will need in order to reach their objectives in 2017. He said that businesses needed to create content not to rank in search, but to also pull into Google’s quick answer box (provide a quick simple answer to a wide range of search)
The Pokémon Go trend died as quickly as it grew in 2016, but it showed marketers the potential in augmented reality. It showed that people were enthusiastic to indulge in AR experiences. The trick is to find out why Pokémon Go wasn’t successful. Once it is solved, the augmented reality could be very well be received in 2017.
The good news is that already app developers and marketing experts are working on it. On the other hand, you might also want to start thinking of ways to include AR into your business.
NEW TRENDS THAT WILL IMPACT DIGITAL MARKETING IN 2018
So let’s take a look at the trends in 2018. You’ll find out that a lot of the trends will refer to Artificial Intelligence and Machine Learning. It’s more likely to what I’ll see in the biggest trend next year. There’s being a lot of hype around AI and machine learning in 2017 and we are starting to understand about choosing solutions and implementation
- More of the B2B buyers depend on content to research their buying decisions. 47% wants to review three to five contents before they engage with sales reps. one important factor that connects with consumers is personalization.
Consider these facts
- Personalized content performs 42% better than non-personalized content, according to HubSpot.
- According to Monetate, 94% of digital professionals believe personalization is “critical to current and future success”.
- Implementation of concept of Micro-moments
This involves providing right and important information at the right time to the customers to
- Ensure more customer engagement
- Build long term relationship
Marketing Automation to Improve Effectiveness
Resorting to tools to automate activities like CRM, email marketing and we personalization. Chatbots shall become needed for optimal service and marketing. This will help enhance user experience and handle lead engagement.
In summary, digital marketers of 2017 have identified unique customer experience, strategic influencer marketing, SEO & content conversion, more visualization, social and mobile marketing and marketing automation are the key focus for 2018.
It is highly recommended that companies start using these trends in their marketing trends to keep them ahead of competition. Also social media’s such as LinkedIn will be more effective as most companies use that to find top recruitment websites for hire.