Few economic sectors are subject to as many changes as digital marketing. This is not only due to the incessant innovations in software tools or social media platforms, but also to new user habits. Therefore, one of the keys to success in this area is to stay up-to-date with all these developments.
However, so much news is generated in the online world that much of it goes unnoticed. Added to this is the difficulty of predicting short-term developments or their pace.
Marketing Innovations in 2018
To help marketers in the new year, Forbes has compiled its own forecast, outlining the digital marketing trends for 2018. We summarise them below. Pay attention!
1) Big Data: now, also for SMEs
Although Big Data has been a trend for years, until now it has mainly been limited to large companies and major players. This scenario is about to change; thanks to the work of nearly 6 million developers working on projects related to this field, Big Data will begin to reach small and medium-sized enterprises. With the emergence of more advertising platforms and marketing dissemination systems incorporating it, it will be difficult to remain competitive without leveraging this resource.
2) Non-visual experiences on the rise
It was not expected that the virtual voice assistant industry would experience such a significant boom in 2017. And that's not all: it will continue to grow. In fact, this is expected to be a reality in 55% of US households by 2022. It's no secret that many users are starting to interact with these devices as part of their daily routine, giving voice commands and following response prompts. Little by little, consumers are getting used to interfaces that do not require physical support. A trend that will have a major impact on how companies interact with their potential buyers.
3) Monetised apps
Today, there are apps for practically everything: shopping, booking a table at a restaurant, learning languages... Therefore, any brand aiming to grow must incorporate apps into its marketing strategy. However, given that we are in a mature market, it would not be surprising if many firms focused their efforts on monetising applications. A more than feasible formula would be to offer companies, for a fee, greater visibility in the most popular apps.
4) Prominence of native advertising and intelligent content
Native ads – that is, those designed to integrate into the content of the medium in which they are disseminated – are expected to generate more than 74% of all advertising revenue by 2021. With a more natural placement and format, native ads tend to achieve more visibility and engagement than traditional banners. They are also less intrusive for users. In 2018, we will see increased investment in native advertising and intelligent content for these ads, capable of adapting to audiences using cookies and to each company's target audience.
5) More attention to micro-moments
Google defines micro-moments as any instant that prompts a customer to use their mobile device, whether to seek information or make a purchase. In 2018, brands that best leverage these micro-moments will have a greater chance of success. To do this, it is necessary to conduct market research and develop an intensive smartphone and tablet usage strategy.
6) Strategies to avoid content saturation
Although content marketing remains an indispensable strategy for any company, some thematic areas face clear oversaturation. Every brand present online has some kind of content strategy, and social networks are full of content creators striving for greater visibility. This is why, in 2018, instead of fighting to reach more areas, marketing experts will strive to consolidate themselves in the spaces where they are already present.
One strategy to achieve this will be to use influencers, capable of reaching the most interesting audiences and improving online reputation. These influence networks will be less costly to manage, will help reduce the large volume of content produced, and will help brands be more visible online.
7) Rise of chatbots
The abundance of commercial offerings online can overwhelm users when purchasing a particular product or service. Therefore, in 2018, personalised experiences and individual, one-to-one customer service will triumph. Since this strategy requires a large investment, many firms will turn to chatbots as an effective and cost-efficient alternative. Customisable and with ever-increasing learning capabilities, chatbots are gaining popularity among brands and consumers. By the end of 2018, they will have become established within many companies.
We help you with your online marketing strategy
Although all of the above is just a forecast, what is certain is that digital marketing is an aspect that must be nurtured daily, adapting it to the changing needs and demands of users.
And if you need support, write to us or call us without obligation on (+34) 93 532 93 78 or (+34) 654 20 61 16. At B2 Performance, your digital marketing agency in Barcelona, we have been helping companies worldwide, from SMEs to multinationals, improve their online strategy results for 12 years. Tell us your goals: we will help you achieve them most effectively.
