The marketing industry has changed dramatically over the past few years, which have influenced how companies collaborate, communicate, innovate and evolve. As we are approaching the end of 2017, let’s take a look at the trends that will dominate 2018.
Video is again set to dominate social, however, it is expected to shift towards live streaming videos. Over the course of 2017, video content was 75% of all internet traffic, and this is set to increase over 2018. Studies have also shown that live streams are more popular than pre-recorded videos, as people watch live streams for 3x longer.
This year there has been a decline in video consumption on laptops and computers for the first time. People are consuming more content through mobile devices and tablets, with this set to rise by 25% over 2018.
This marketing process is specifically targeted towards increasing revenue. One of the most effective growth hacking strategies is SEO, as you are getting more traction from people who are inquiring about your product or service. As this evolves over the coming year you will need to ensure that your strategy is adjusted to meet your audience no matter where they are.
With the IoT, big data and machine learning disrupting the marketing industry, AI is also expected to make a huge impact on how we market to our consumers. Now-a-days consumers have a more sophisticated buying behaviour; thus, AI is expected to give highly-customised content delivery, automated based on their persona and lifestyle. If you’re looking to be ahead of everyone else developing an AI strategy could be the way, however, this will be costly and require a specific skill set.
These short videos, explain a company’s product or service and how they can be used. These videos are extremely popular as they let the consumer to fully understand what they are buying in only a few sentences.
Next year, will see an increase in companies integrating chatbots as a way to communicate with consumers and improve customer support. This will help companies fast-track the sales process ensuring that there is faster conversions by answering questions or offering suggestions.
We live in an environment where are phones are constantly with us 24/7, no matter where we go we take our devices with us. Marketers use geofencing technology as a way to collect information about and target their customers as they enter or stay in specific areas, thus having access to more consumer data. Geofencing prompts users when they enter a certain area by sending them a mobile notification. This is an excellent way to engage with users as it will improve the customer experience.
We will see an increase in companies creating their own blogs, offering insights into their products or services, engaging testimonials, guest posts or office life. This will allow the companies to interact with their consumers and increase brand awareness driving traffic to their website.
Rapid technology developments are ensuring that marketing teams have the challenge of experimenting to find new ways to adapt in order to keep up. What other trends do you see for 2018?
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