Digital Trends 2018
2018 is right around the corner. Less than 15 days type of ‘right around the corner’.
If you aren’t already on holiday then you’re somewhere between December fatigue and anxiously planning and tweaking your digital marketing strategy, to ensure that all engines are rearing to go in the new year.

If Digital Marketing Trends for 2018 are anything to go by, then the following pointers will come in handy.

Our Digital Marketing Trends for 2018

The growing tide of Social Media for Business

We stated it in a previous article and it deserves a repeat mention – “Reach – Engage – Convert” This is the crux to the social media of business. The determining factors lie in having a digital marketing strategy and a team in place, to steer the direction and the continuous monitoring and updating of the plan, as digital marketing trends shift or adapt to different consumer behaviours and to any new platforms or features being introduced into the market.

Careful considerations in social media are:

  • The lack of growth in users on Twitter in 2017.

The platform introduced an expansion on its traditional 140 characters, to 280 characters. This may have been an attempt to increase and revive their stagnant numbers.  Whether this strategy will be effective, 2018 will tell.
Businesses that have previously used Twitter’s Advertising feature for their marketing strategy must take these new developments into account and make a call.

  • Increased Social Media Marketing Budgets

Facebook and LinkedIn made great strides with growth in 2017. Both platforms have given businesses and marketers more options to package their online campaigns to the targeted audiences.
Facebook’s Business Manager is a treasure trove of campaign objectives, ad splits and budget control.
Businesses that mean business, who have truly acknowledged the importance of social media as part of their B2C digital marketing strategies, will increase budgets accordingly.

Behavioural Marketing and the aid of AI.

Advancements in Search Engine Optimisation and web analytics sectors played a crucial role in 2017 with helping marketers collect, analyse and interpret data into actual information that would mean something to their teams and equate in delivery of quality products or services to their customers.

Digital Marketing Trends show the new year will see continued growth in:

  • Mobile-search traffic.
  • Increased voice-search numbers.
  • Optimised conversational search processes for SEO keyword research and selection.
  • Assisted Artificial Intelligence (AI) communication and engagement, as brands strive to reach and relate to their audience better, to enable better conversion and retention rates.

Ad-Blocking Technology

Marketers make their ROI by advertising on platforms that they have identified their target audience spends a lot of their time on. On the other hand, customers aren’t too fond of disruptive advertising; like pop-up ads and auto-play video features. So, what does that mean for the marketer?

How will digital marketing strategies survive the rising ad- blocking technology that platforms are developing and instituting?

Facebook and YouTube (notably) have found ways to personalize the user’s browsing journey and overall experience by building features that can disable ad-blocking and afford advertisers the space to display, with the reduced annoyance to customers- by ensuring that the ads shown and re-targeted to a user are where the user was already heavily invested- Something that had researched previously but not converted on.

Guarantee a Customer’s Online Privacy

Data breaches, online fraud and malware threats were a major concern in 2017. This year will see consumers taking extra care in how consumers everywhere, think about their online privacy and security.  The importance of businesses migrating their websites to HTTPS and marketers using privacy protection and data security as a value proposition, will be the extra sprinkling of peace of mind that every customer seeks.

Trends come and go; based on how well they are picked up by brands and how they respond to evolving technologies, but at the end of it all, it is better to know the predictions and plan for them than it is to be caught like a deer in the headlights; ill-prepared and without a solid digital marketing plan.

If you would like our team to help with Digital Marketing research or auditing on the effectiveness of your current strategies, contact us.