The digital world is constantly changing with rapid advancements in technology each year.
With newly-digitalised businesses and consumers beginning to interact with websites and apps more than physical staff, this shift change can’t be ignored.
From voice search, to micro-moments and omnichannel, here are 8 predictions for digital marketing trends in 2018:
1. Advancements in voice search
With voice search already accounting for 20% of searches, businesses will consider this far more in their SEO strategies into 2018. With all major technology providers investing in virtual assistants, the AI technology will advance and become a key part of a user’s journey with a brand.
Marketers need to rapidly improve their mobile-first strategies, to adapt to the voice-first marketplace. Voice search will definitely impact the business of search marketing, and digital marketers should prepare for this evolution in search user interfaces.
2. Rise in niche-influencer marketing
There’s been a clear rise in influencer marketing over the past few years, especially on social media.
There will be a fall in big celebs endorsing products as new niche-influencers emerge, including the Z-list celebs, think Love Island.
This can be a cost-effective way, roughly £750 per 100,000 followers, of reaching a highly engaged and relevant audience – if done correctly!
3. More companies investing in Live Chat
It’s a no brainer that live chat will become an even bigger channel of digital communication. We’ve seen a surge in B2B live chat interaction in 2017 across a range of clients. Not only that, it has proven itself as a high converting medium.
Businesses will put more agents online and be available outside of working hours.
4. A switch to a #nofilter community
Users are tiring of highly polished and photoshopped media. With these ever-growing cynical audiences -thanks fake news- brands will realise authenticity is key.
Content will be more genuine, abolishing the airbrush with a surge in live videos and real-life content.
5. More local inventory ads
Since their release in 2016 the pick-up of local inventory ads has been quite small. You’d think with a big shift in local intent that more retailers would have jumped on this.
The trouble is it’s tricky to identify the value of a LIA vs a standard product ad. In 2018 Google will improve on this tracking which leads on to…
6. Better measurement of omnichannel
Omnichannel is a term I’ve heard a lot from numerous clients this year. With 75% of mobile searchers visiting a store within 24 hours, the release of Project Beacon was no real surprise.
In 2018 Google will share more details on how they track store visits, for businesses to understand how this attribution works – and begin using it properly as an important KPI in digital marketing.
7. Understanding micro moments
With there being more devices than people in the world, and each person on average checking their phone 100+ times a day, micro moments are crucial.
Decisions are made in micro-moments; when you check emails, social media or push notifications. Monitoring these touch points and their impact on the lead up to a macro-conversion will be a priority for digital marketing strategies in 2018.
8. Abolishing the norms for a more inclusive message
In 2017 we have seen big brand campaigns with a real focus on gender equality, prejudices, and sexuality.
McCain We Are Family 30” advert
Brands who are confident enough will take heed from the big players and will be more aware of how to target everyone, blurring the gender divide and taboo around sexuality.
Whilst we can’t predict exactly what will happen in 2018, we’re excited to see what new trends, tools and technology will be released in the digital marketing industry.
This time next year, let’s see how many – if any – predictions were right!