All Latest 25 Digital Marketing Trends 2018
Mobilfication All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
We’ve heard about mobile for the last few years, but for some crazy reason, many businesses are still not taking action. Stand in line anywhere nowadays and watch what people are doing. I can assure you they have their face buried in their mobile device. Mobile will continue to be a top priority for marketers for years to come.
Put a mobile strategy in place to engage with your prospects and customers. This means creating a mobile website but, depending on your business, mobile elements might include the ability to send text messages to your customers. For example, the restaurant industry can get away with sending texts once a week with specials, whereas a doctors office would be hard-pressed to send something so regularly.
I’d suggest starting off by sending two messages a month, one fun text and one promotional with a call to action. Once you get started, you’ll be able to quickly gauge how many messages your audience will respond to.(all latest digital marketing trends 2018)
Media Properties All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
What type of business are you in? Regardless of your answer, I would challenge you to start thinking about your business as a media company. Where do you get most of your information about what’s going on in the world? Whether you read your news online or still read a paper copy, the news controls the conversation for the day, week or month.
The best way to control the conversation in front of your prospects and customers is to get in front of them with quality content. Launch one media platform that’s 100% focused on providing helpful, authentic content to your end customers. This could mean a podcast, a well-written and thought-out blog or even a livestream video that you film on a weekly basis. The business that produces the best (and most) content will come out on top.(all latest digital marketing trends 2018)
Catboats All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Chatbots are all the rage as of late and for great reason. If you’re not familiar, think of them as a tool on the other side of a computer that can respond to your customers’ questions or comments. Chatbots are used for engagement, customer service issues, general questions and even closing business.
I’ve been testing them out the last six months and the results have been off-the-charts. The crazy thing is, if you set up the bot correctly, it’s very tough to tell if you’re talking to an actual person or a bot.
Launch a website or Facebook chatbot to engage with your prospects. Find something fun or engaging to start the conversation, as the prospect needs to initiate the chat. I’m a huge fan of data-driven marketing and have seen open rates exceed 80% or higher with an engaged audience. So, if you send 1,000 messages via your chatbot tool, chances are high that at least 800 people will see your message. Those rates are far superior to email open rates, making this a unique channel not to ignore.(all latest digital marketing trends 2018)
Reviews All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Organic traffic from SEO continues to be one of the best sources of web traffic for many businesses. While there are a lot of elements involved in ranking, the number of reviews you have is a key factor. Google looks at your Google reviews, Facebook reviews, Yelp reviews and more. Why would Google want to prioritize a business in the search rank that has a one-star rating?
While your reviews are essential for search engine rankings, they can also make or break a sale for you. According to research, half of adults under the age of 50 regularly check online reviews before purchasing a new item. What will they find? I hope a substantial amount of positive reviews that makes the decision easy.
Put together a solid plan for getting reviews for your business. Be careful not to incentivize people (as this is not allowed), but instead have a system for asking for reviews.(all latest digital marketing trends 2018)
Video All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
I expect to see more Facebook Live videos and a rise in web TV. In many surveys out there (like this one), consumers say they much prefer video over text. Video helps tell more compelling stories, gets your point across faster and can improve sales. Video on a landing page or sales page, for example, can help increase conversions by as much as 80%, according to research.
Get started by committing to doing four videos per month. Whether you do a Facebook Live, YouTube video or a video for your website, it doesn’t matter. Get into the habit of producing quality video content for your prospects and customers.(all latest digital marketing trends 2018)
Branding Versus Direct Response All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Telling your story versus telling people what to do is critical. To paint a more vivid picture, let me provide an example.
Educators Credit Union, a client of ours, hosts dozens of events throughout the year that provides value to their members and portrays their brand to the community. Several times a year, they host a shred day, allowing members to bring their papers to be shredded at no cost. Their team is there to help and makes it a fun, community-based day. There are no fancy calls to action. Instead, they’re continuing to keep their name out in the community and telling their story.
Stop focusing all of your attention on the call to action and make sure you’re delivering value first, telling your story and portraying your business in the best possible light.(all latest digital marketing trends 2018)
Live Videos All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
I’ve had success using pre-recorded videos on our blog and other marketing channels. In 2018, live video is bringing us even closer to our customers. If you’ve spent any time on Facebook lately, you’ll notice that more people and companies are using live video to promote products, services, events and more. You’ll also notice that people are tuning in, and comments come pouring in on the live feed in real time.
Think about how to use live videos to publicize company events. Offer a promotion for those who tune in live during the event. Take advantage of the opportunity to get live customer testimonials from your satisfied customers.(all latest digital marketing trends 2018)
Personalization All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
This year, I want to spend time on personalization by focusing more heavily on our customers and their experiences. Using personalization in marketing means knowing more than your customers’ names and general demographics. Voice why your customers appreciate your services and what a difference they can make in the quality of their lives. Develop new content that assures your customers that you understand them and their needs. Good experiences from current clients create brand loyalty. I’m happy to share with new customers how our services have changed the lives of our current clients.(all latest digital marketing trends 2018)
Artificial Intelligence All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Artificial intelligence is one of the biggest marketing trends on the horizon. AI can already do more than many of us can fathom. I predict that 2018 will bring marketing apps that use machine learning to help us identify customer needs. AI will also take advantage of natural language processing to give us increasingly precise details. Future applications may allow marketers to monitor the activity of programs that use data to signal the start or end of marketing campaigns. Whatever AI brings us in the coming months is certain to be valuable.(all latest digital marketing trends 2018)
Meaningful ContentAll Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
I’ve found that articles are a more cost-effective marketing tool than paid ads. Create new content for your platforms that enhance the connection between your customers and your brand. I strive to get our customers involved in a story using words or videos that establish a warm and comforting relationship with our services. The goal of any piece of content is to make it truly meaningful and memorable for the customer.(all latest digital marketing trends 2018)
Voice Search All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Last year, smart devices got even smarter as voice search applications on laptops and mobile devices made searching, connecting and multitasking even easier. Voice search will become increasingly popular as more applications become available and consumers get better acquainted with how useful they can be. Marketers should be aware that voice search uses words more naturally than written content. Voice apps are a great place to plug in those long-tail keywords and conversational phrases.(all latest digital marketing trends 2018)
Paid Ads All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
While it’s true that content is more engaging than paid ads, there is an effective way to use paid ads in marketing. Marketers must face the reality that many consumers are annoyed by ads that block the information they are looking for. Some customers will even pay a small fee so they don’t have to see any ads. However, I find that customers are more amenable to target ads that appear alongside content they are already perusing. If they’ve checked out our services in the past, they’re more inclined to click on an ad that appears to be a subtle reminder.(all latest digital marketing trends 2018)
Customer Trust All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Today’s consumers are over flashy ads, but they do have new appreciation for brands that work to establish trust. People still like reviews. Our customers have taken notice of disclosure laws that motivate marketers to obtain honest reviews from real consumers. Additionally, data breaches have caused new concerns about privacy. Developing a trusted relationship means letting customers know how their personal information is being used and how well your company is protecting it.(all latest digital marketing trends 2018)
The Wrap-Up On 2018’s Digital Trends All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
A good digital marketer completes assignments and meets deadlines. A great digital marketer is a trendsetter, not a trend-follower. Look for new ways to leverage live videos, targeted ads and developments in AI and voice search. You can start by taking a fresh look at old content and revamping it to take advantage of 2018 trends.(all latest digital marketing trends 2018)
Artificial Intelligence All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Artificial intelligence plays a crucial role in the marketing process today. AI can analyze consumer behavior and search patterns, utilizing data from social media platforms and blog posts to help businesses understand how users and customers find their products and services.
Artificial intelligence also offers information and tips to users by getting into conversations. According to Gartner, by 2020, 85% of customer interactions will be managed without the need for a human.
Businesses adopting AI in 2018 will be able to save costs and accelerate growth, getting an edge over their competitors.(all latest digital marketing trends 2018)
Programmatic Advertising All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Programmatic advertising is essentially using AI to automate the buying of ads and being able to target audiences more specifically, which increases the chances of success of the marketing campaign and reduces the customer acquisition costs.
As per eMarketer, 84% of the digital display ads in the US will be programmatic by 2019.
Chatbots All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
Chatbots are an important digital marketing trend in 2018. This AI-based technology uses an instant messaging format to chat in real-time, day or night, with your customers or site visitors, and many businesses are already using this feature.
They have the ability to meet the growing demands of customers of this highly connected digital era by enabling smooth and instant communication with customers and prospects. By 2022, chatbots will help businesses save over $8 billion per annum, especially in the banking and healthcare industries.
Many customers prefer interacting with chatbots as they are responsive and give answers promptly and accurately and never lose patience. These virtual assistants offer outstanding customer service, meeting customers’ expectations and automating repetitive tasks that let organizations focus on more important work.
Chatbots can answer questions, provide complete information about your products and services, and ask for an email address to send details without any human involvement. They can also retain information so that a customers doesn’t have to start over with every new interaction.
Uber uses chatbot technology to communicate with customers, making it easy for them to hire cars even on Facebook Messenger. Passengers can use the menu to choose the type of ride, make a request, track the location of the car, send friends a time estimate of their arrival, and even make payment.(all latest digital marketing trends 2018)
Personalization or personalized content has become a major aspect of marketing and will be vital as 2018 progresses to ensure customer delight. It delivers a unique experience to customers based on their choices and preferences and is considered a better option than “one-size-fits-all” marketing.
With the availability of data like purchase history, consumer behavior and links clicked, businesses can customize their content and boost their ROI. Keep in mind that 74% of marketers believe that targeted personalization enhances customer engagement.
In fact, as Kevin George, Head of Marketing at EmailMonks, says, “The future of e-mail is real-time, behavior-based personalization. A study by Marketo shows that personalized, triggered e-mails based on behavior are 3x better than batch-and-blast e-mails.”
Businesses these days are leveraging the power of personalization by customizing emails based on behavior, interests, and demographics. According to Statista, the open rate for e-mails with a personalized message was 18.8% as compared to 13.1% without any personalization:
One of the examples of personalization is of Coca-Cola, which came out with “Share a Coke” campaign in the U.S. in 2014 with an aim to reach millennials.
“Share A Coke” created a personalized brand experience for customers with individual names of the most popular first names printed on Coke bottles. The campaign resulted in a 2% increase in soft drink sales — after a decade of steady decline — spiking Coke consumption from 1.7 to 1.9 billion servings per day.(all latest digital marketing trends 2018)
Check out these stats on video marketing from Forbes:
According to YouTube, mobile video consumption grows by 100% every year.
Video is projected to claim more than 80% of all web traffic by 2019.
Adding a video to marketing emails can boost click-through rates by 200-300%.
90% of customers report that product videos help them make purchasing decisions.
64% of customers are more likely to buy a product online after watching a video about it.
These numbers show the importance of incorporating video into your digital marketing strategy in 2018.
And don’t just think YouTube. To witness higher engagement with your video marketing, you can make a video post or start a live broadcast on Facebook. Sprout Social’s video engagement is shown below:
Providing informative content through visually-rich video allows you to convey your message effectively to a large number of people. As per Forrester, one minute of video is equal to 1.8 million words.
Live video is gaining popularity, with a large number of businesses using it for interviews, product demos and “behind the scenes” glimpses of events, life in the office, how products are made, etc. Live videos are a great way for companies to unveil the faces behind their brand, which viewers embrace and love to see, as this instills trust in your audience and humanizes your brand.
According to Livestream, 80% of people would rather watch live video from a brand than read a blog, and 82% prefer live video over social posts.
With social media platforms like Facebook and Instagram launching their own live streaming video features, it has become simpler for businesses to include live videos in their digital marketing strategy.(all latest digital marketing trends 2018)
Influencer Marketing All Latest Digital Marketing Trends 2018, All Latest 25 Digital Marketing Trends 2018, The Wrap-Up On 2018’s Digital Trends
As Raghav Haran puts it, “Influencer marketing is a type of word-of-mouth marketing that focuses on using key leaders to drive your brand’s message to the larger market…. Rather than marketing directly to a large group of consumers, you instead pay influencers to get out the word for you.”
Using influencers is a very effective marketing tool that works to attract customers. Influencers can be anyone from celebrities and Instagram or YouTube stars to well-known bloggers and journalists who help spread the word about your business or product through their social channels.
These people interact and engage with their large network of followers and consumers on social media, talking about a particular brand that they love and use to an audience with whom trust has already been established. Because this is not an ad or coming from the company, influencers are able to build up a brand’s positive image in the minds of people, thereby helping attract more customers.
Because two out of three people say that “they trust consumer opinions posted online,” influencer marketing delivers 11X ROI over all other forms of digital media!
An example of influencer marketing the Swedish watch company Daniel Wellington, which joined up with influencers on Instagram to promote its watches with a caption that included a discount code for 15% off. Artist David Ambarzumjan’s post on Instagram promoting the watch is shown below:
Social Messaging Apps
Think social messaging apps are just for sending emojis to your friends?
Consider these numbers:
1.3 billion monthly users are active on Facebook Messenger
2 billion messages are sent between people and businesses on Facebook Messenger every month
WhatsApp has 1.3 billion monthly active users
55 billion messages are sent via WhatsApp every day
YouTube has 1.5 billion monthly users
These statistics show the growing popularity of social messaging apps, giving the opportunity for businesses to direct their efforts towards these apps for expanding their market. Since people are spending more of their time in various messaging apps, it makes sense to market your company’s services where your potential customers are hanging out.
Social messaging apps can be very useful in sending messages to customers directly, as they allow personalization and add value to the users’ experience. With social apps becoming more popular, 46% of people now prefer to communicate with a business via messaging apps rather than email, and 49.4% prefer messaging over phone calls with a business.(all latest digital marketing trends 2018)
Visual search is a new type of search engine and can take the user experience to a totally new level. With visual search, users can upload an image to conduct a search and get more specific results.
Not surprisingly, Pinterest has jumped on the visual search bandwagon – they’ve raised $150 million in venture funding at a $12.3 billion valuation to focus their efforts on visual search. They came out with Lens, a new visual search tool that allows users to snap a photo of an item to find out where to buy it online, search for similar products, or view pinboards of related items.
And Pinterest is not the only one with visual search.
Google Lens is a visual search engine by Google, which recognizes objects, landmarks and other things visually through a camera app (currently only available on Pixel phones).
If you take a photo of a:
Business card: You can save the phone number or address to a contact.
Book: You can get reviews and other details about it.
Landmark or building: You can get more details about it.
Painting in a museum: You can get details about it.
Microsoft also has its own version, called Bing Visual Search that allow users to easily search for a particular element within an image. After doing an image search, you then click on one of the results and a “search” icon appears, letting you select a particular area of interest in the picture. This visual search tool will not only find matching images, but also display product pages for that item.
And CamFind is a visual search mobile app, which enables users to search for anything from their mobile phones simply by snapping a picture and this app will tell you what it is. Instead of typing queries into a search engine, you can directly search through images to find similar images, price comparisons, local shopping results, etc. You can also take a picture of a movie poster and CamFind will show you movie information, trailers, showtimes, and local theaters.
Marketers can get the edge on competitors by jumping on the visual search trend in 2018 to draw customers and serve them the perfect product.(all latest digital marketing trends 2018)
Consumers in the U.S. spend an average of 4.7 hours each day on their smartphones, checking social media at least 17 times a day. This is changing the way brands must work to capture buyers’ attention.
Micro-Moments is a “new consumer behavior,” as termed by Google, that delivers your marketing message clearly and concisely in a way that is of interest to the consumers – all within a span of seconds (otherwise, they lose their attention and are onto the next article!).
Micro-Moments also provides the right information to the customers when they need it. People generally make instant decisions on what to eat, which restaurant to choose, what to purchase, or where to go. New moments that every marketer should know about are:
It will be vital for businesses to anticipate and address micro-moments in 2018 and offer targeted advertising to the buyers based on user-generated activities.
In today’s digital era, it is possible to answer almost all questions through search engines. While people can get comprehensive information easily, they don’t always have the patience to read through several paragraphs to fetch information. Voice search plays an important role in providing all the relevant information through audio content. Artificial Intelligence is getting smarter and the number of errors made by voice assistants like Alexa, Siri and Google has reduced, too.
Many brands have included voice search in their digital marketing strategies to deliver value-based content effectively to their customers. Domino’s Pizza uses voice search technology as a way to increase its sales, thus allowing customers to order pizzas through Alexa.
The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2018.
50% of all searches will be voice searches by the year 2020
20% of mobile queries on Google are voice searches
25% of all Bing searches are voice searches
10% of Baidu’s search queries are made using voice
Social Media Stories
With the growing popularity of social media “stories,” it is important for marketers to consider this format in their digital marketing strategy. Savvy marketers can make use of live video, one of the most profitable social roll-outs to date, to promote engagement and brand awareness. Once again, it is crucial to tailor your marketing strategy to the people, not force the people to engage with your business on your terms.
First Snapchat came out with the concept of “My Story,” then Instagram and Facebook stories were introduced, and now YouTube has unveiled their own story format, “Reels.” In November 2017, Instagram Stories hit 300 million daily active users.
Since stories disappear after a set period of time, this is a great opportunity for marketers to make good use of FOMO (fear of missing out). With short attention spans, users like to view content and visuals whose time expires, so brands are putting their efforts in the Stories feature and generate more exciting but transient content.
You can feature your employees in the Stories, show the story behind the making of a product, ask for reviews about your products and services, and give a glimpse of behind-the-scenes photos and videos of your company. Use this list of creative Instagram Stories marketing campaigns as inspiration for your own.(all latest digital marketing trends 2018)