As 2017 comes to a rolling stop, 2018 is posing as a great opportunity for brands to connect and grow with their consumer. Social media surely hasn’t lost any traction, and email continues to show massive returns on investment and both of these channels are expected to allow businesses to thrive in the upcoming year. However, we can expect to notice a few changes as we scroll our newsfeeds. Here are a few digital marketing trends to watch out for in 2018.
Data is the heart of marketing. In order to benefit from it properly, marketers have to exploit it promptly to extract a visible analysis on customer’s micro-segments. Connected devices are collecting more and more data – in 2018, there will be 6 billion connected objects on the market and 30 in each home by 2025. Gartner and Forrester are forecasting intelligent objects, capable to interact in a more collaborative way with customers to anticipate their needs.
Big data is one of the most usually heard terms in data management that comes with a number of questions. Due to the massive amount of data involved and its heavy accent on diverse digital marketing cultures like segment marketing, personalized marketing, native marketing, etc., its implementation into marketing strategies is quite complex and impossible to cover in summary.
Here are some figures that help your surmise the impact and the increasing importance of big data trend that is likely to go strong in the coming years.
- Data-oriented brands are 3 times more likely to improve their decision-making processes
- Every 9 out of 10 owners feel their businesses have missed opportunities because sales agents were not able to make the most out of the information available in front of them
- IDC forecasts for big data industry to reach around a worth of $102 billion by 2019
Up until now, people have focused on instances and simulations that make people search content for a large period of time. But everyone is ignoring the importance of micro-moments. Right from deciding which salon to pick, which lamp to buy or which car to get, there are a million micro-moments during a day that a user accesses his mobile device to search for content. Due to the shift from desktops to mobiles, users are now accessing their cell a million times a day for shorter periods of time. These micro-moments are instances where a user expects companies to render to his needs and supply him with relevant content.
The most successful brands will be those that have the ability to correctly anticipate and address these impulsive informational splurges, or micro-moments, by providing the right information at the right time to the customer in need.
With more people making the spot decisions than ever before, in 2018 we expect to see a significant rise in micro-moments, and mobile-first websites will be pivotal in offering consumers instant information upon immediate request.
Convert Customers to Influencers
f you get a customer to love your brand, he/she can become the basis through which a positive word-of-mouth and brand awareness can be spread.
You might ask yourself; how do I transform a customer into a strong influencer?
Although there are various ways to achieve this, the basic roadmap remains the same—admitting and providing the needs your customers are literally looking for. If you offer solutions that truly understand and solve their problem, then it becomes easy to make them more brand loyal. In order to genuinely acquire a team of influencers that could become an extra weapon in your arsenal of brand promotion and recognition, marketers first need to understand the benefits a group of influencers can provide.
If a customer is satisfied with the performance of your brand, it’s nearly possible he/she will promote it in their circle and environment, whether at a workplace, a social gathering, old friends gathering, on a social media platform. The point is to express your positive opinion and experiences regarding a brand to others you care about.
With so much content available to the average user on a daily basis, it’s more important than ever for marketers to reach their audience on a more personalized level in order to develop a connection with potential customers. Dynamic, interactive websites, original content, and more highly-targeted ad campaigns on websites and social media are becoming more and more standard in content marketing.
Over the past few years, brands have utilized the power of personalization within their email marketing strategies, using automation to branch out to people based on behavior, interests, and demographics. Now, this experience needs to go even further with B2B and B2C consumers expecting a personalized experience across all touchpoints in their journey.
When you approach your strategy for 2018, it needs to be customer-centric. You can’t focus on your product or service and then your audience. It needs to be reversed. Think about what they want and what will make them share your brand. Provide them with real-time solutions that solve a problem or enhance an experience.
In order to report measurable reports for your marketing efforts, you need to bridge the gap between digital and in-store shopping experiences. In other words, you need to make it real. Consumers flock to the internet to find the information they need, and too often the messaging is different when they make the trip to their destination. Making this connection will allow consumers to pick up where they left off, and find exactly what they need.