Do you think, the marketing strategy you have adopted will do well in this dynamic digital marketing world.
With every new year comes speculation regarding the advertising trends which will define the months ahead. We can not tell with complete certainty what lies ahead, but we can bet that the following 10 trends can play a significant role in shaping the advertising landscape in 2018.
Social influencers have always played an important part in the marketing campaigns and with the passing time, their impact is growing rapidly. If we compare 2017 to 2016, then there were twice as many sponsored posts on Instagram in 2017 than in 2016 — about 1.5 million in all and there is no sign of its slowing down in the future time period too. With such facts, we can easily predict that it will be one of the major digital marketing trends in 2018.
Deciding your campaign targets, identifying the ideal social influencers to your own brand, and making certain that your influencer content provides value for your potential clients is crucial to making a prosperous influencer effort. Make sure you measure your results and optimize consequently, whether by requesting your influencer to tweak their own message or simply by experimenting with various formats, such as Instagram picture galleries, YouTube movies, and relevant content.
- Consumer-Driven Online Video
This year, consumers will notice a significant shift in how online videos — and advertisements specifically — are all delivered. The two Google Chrome and Apple’s Safari browsers lately released updates that need users to click to play video advertisements. While it was that videos could play automatically when a visitor arrives on a website page, customers finally have the capacity to handle that content and choose whether they wish to see and hear your video or not.
Blocking auto-playback means everybody will experience fewer annoying ads. When a customer does decide to see a video advertising, that view will be more capable and more likely to result in your preferred advertising actions. Various studies have revealed that customers want to control their video advertising experience, with nearly all users disapproving of autoplay advertisements and 80 percent preferring silent video advertisements. Create compelling video advertisements that customers wish to see by sparking their attention, also try to add captions to drive more completed video views.
- Vertical Video
One of the digital marketing trends we are very likely to experience this year is vertical video. Earlier, people who post vertical videos were mocked and criticized. TV and movies had long dictated that horizontal videos were best and the rectangular form of the majority of phones appeared to support this statement.
Well, the vertical video is now back in the market, and this time it is becoming the go-to choice for marketers all over the world.
The growth of Snapchat and mobile video viewing has influenced many companies to shoot video content with their devices vertical rather than horizontally. The Interactive Advertising Bureau reports that mobile video is the fastest-growing video format among customers, and states that “changing consumption patterns make vertical viewing on phone common as opposed to the exception”. To appeal to your mobile audience and capture their attention when they’re on the go, think vertical when you produce video content for your brand this year.
- Emerging trends in Corporate Social Responsibility
Ads are no longer used for just promoting products. Many marketers now use ads to promote a business’s beliefs and stance on social issues. That’s because firms now understand that customers consider these factors into account when assessing brands and making buying decisions. A recent study from PR and advertising firm Cone Communications discovers that 78 % of customers “want businesses to deal with major social justice issues,” while a whopping 87 percent takes buying decision if a firm advocated for a problem they cared for.“
If your organization is involved with a charity or invested in the community neighborhood, or you also support a particular cause, think about letting your clients know this through your creative content. But remember– brands that adopt this strategy don’t always get success, according to last year’s Super Bowl area from building supply firm 84 Lumber.
At a time when immigration reform was an especially controversial topic, the advertisement has been misinterpreted as being political, according to the company’s director of marketing, it had been supposed to communicate a message of opportunity to prospective workers. Irrespective of the nature of your corporate social responsibility (CSR) message, it’s important to be able to read the room.
- Interactive Content to encourage participation
Digital technology creates innumerable opportunities for customers to interact with your brand, and interactive content is a trend we are going to see more of this year. Online quizzes, invitations to post user-generated photographs on social networking sites using branded hashtags, and interactive infographics turn passive net users into participated followers.
The beauty of interactive and engaging content is that it can be entertaining without sacrificing the value. You can include tips, information, and intriguing industry information. Start looking for creative approaches to incorporate images of your products and details about your brand within your interactive feature and promote it on all the social handles for its optimum reach and influence. An additional bonus for this approach is that informative and fun interactive articles are conducive to internet sharing. Incorporate bright images and stand-out visuals into your very best outcomes.
- Instagram Stories
Snapchat launched Snapchat Stories feature in 2013, but it was not until recently that social media stories actually strike it big. That’s because Facebook started offering Stories too, as does Instagram, which started its own version of the tool in 2016.
Instagram Stories gained traction fast. Within a year, over 250 million people each and every single day started using it, and that number is continuing to rise. Since Instagram stories are temporary and vanish after 24 hours, it can lure your followers and enhance engagement with your brand.
Much like online video advertisements, it also catches your viewer’s attention by making your first image hard to ignore. You can also integrate music or perhaps blend this arrangement with influencer advertising by having an influencer make an Instagram Story on your behalf. In any event, Instagram Stories will play one of the major digital marketing trends in 2018.
- Artificial Intelligence
If you believe AI and associated technologies such as machine learning are beyond the range of small and medium companies, you are in for a surprise this year.
Between data analytics and measurement tool Google Attribution, that remains in beta but expanding to more and more advertisers, and chatbot programmers such as BotBot that cater especially to small companies, everybody has the chance to experiment — and also reap the advantages of — AI.
Chris Victory, vice-president of partnerships with digital technology company MediaMath, informed eMarketer that there was going to be a whole lot more advertisers and entrepreneurs jumping in headfirst to embrace and adopt AI. As soon as they begin to see the benefits of a few of the programs of AI, there’ll be a snowball effect and businesses will want to do more”. The thought of using AI for promotion remains foreign to a lot of companies, but it is on the point of coming into the masses, so keep a close watch on this evolving spectacle.
- Location Targeting
According to another report from research company BIA/Kelsey, spending location-targeted mobile advertisements in the US has topped $17 billion. It is expected to exceed $22 billion annually, also it will continue to grow through 2022.
Possessing the capability to demonstrate a mobile advertisement to a consumer according to their proximity to a particular shop, local, or place make entrepreneurs enthusiastic — and with good reason. Some technology providers enable you to couple your client’s place with behavioral and demographic information for much more precise targeting, while others allow you to pay for advertisements based on whether your message directly results in a visit to your store.
Reaching consumers in real time whenever they are out and about could have a massive influence on foot traffic and in-store earnings. There is no question that the lines between the digital world and the physical are blurring. Marketers will gain profit from having a clear view of how to leverage this year-long digital marketing trend.
- Live-Streaming Video
This digital marketing trend kicked off in 2016 when Facebook Live premiered and Mark Zuckerberg touted it as “like using a TV camera into your pocket”.
Almost two years later, live-streaming videos are still going strong. Research indicates that nearly half of US internet users are currently watching video many times every day and once in a week. Besides Facebook, live videos can be found on platforms such as YouTube, Twitter, and Instagram. As of earlier this feature is also on Snapchat, though for the time being it could only be created by the brands.
Live, on-demand video is an excellent way to promote business events such as shop openings, product launches, and brand-related photo shoots. You may use it to introduce new and present clients to your employees and take them from the scenes on your factory or shop. Brands which have shown a mastery of the advertising tool comprise HelloFresh, NASDAQ, and Kohl’s, whose videos vary from cooking displays to company statements, to fitness classes. Watch with this technology — that is generally reasonably priced and readily accessible to manufacturers of all types — to sweep small company marketing in the forthcoming months.
- Content Marketing
Entrepreneurs continue to spend on it and will do this during the entire year, although the blog might not have the appeal of influencer content or video. The most recent study from the Content Marketing Institute shows that 70% of B2C marketers still use sites to share articles with their clients, and half of them believe it to be their most prosperous format, next only to email (74 percent).
The best blogs discuss business experience, provide interesting and useful info, and stay applicable to the companies that print them. For inspiration, look to companies like One Kings Lane, Casper, and Threadless. All are regularly generating top-notch content that rivals some of the very participating newsstand magazines.
Are these digital marketing trends on the must-try list for 2018 of your business?