With a new year comes a whole host of new digital marketing trends to keep an eye on. 2017 saw the further decline of text-based content, and a surge in popularity of video and pictures. Expectations of instant communications and response have become a necessity, especially with millennials. Facebook Pixel became one of the most popular and useful tools for targeting desired audiences on social media. Whilst these trends will likely carry on as good practice, what will be the next big thing in 2018?
With the rise of digital assistants like Apple’s Siri, Amazon’s Alexa and Microsoft’s Cortana, it is no wonder that queries through voice search are becoming more common. Despite this rise over the past year, a lot of marketers are lagging behind when it comes to adapting to voice search. A recent survey by marketing company BrightEdge found that 62% of marketers have no plans to implement voice search. The survey also revealed that 20% of all mobile Google searches are voice searches. With that in mind, it’s definitely something to consider.
As futuristic as it may seem, AI and machine learning may become one of the most critical digital marketing trends of 2018. This is not a be-all, end-all solution to marketing problems, though. Despite it becoming more popular throughout the last year, there are still teething problems that can’t be ignored. AI features can help you build up more detailed profiles of your customers through learning about what different customers like to do on your website. AI is designed to reduce frustration too, by allowing you to automate some of your processes, whilst also increasing ROI. You should definitely keep an eye on the applications and benefits that AI could offer your website!
360°, Virtual and Augmented Reality
There are so many brands competing for customers’ attention now that it’s important to stand out. The way a business delivers their content to potential customers is key in drawing them in. This is where the latest technology trends of 360°, augmented reality and virtual reality can come in. These methods of content creation are still shiny and new, and can fascinate and entice potential customers. Unfortunately, there are some problems with this technology. The ability to properly view and access VR content is dependent on having the right equipment, which isn’t mainstream yet. AR and 360° footage is more universal, but is definitely not suited to every type of business.
Micro-moments happen when people instinctively turn to a device with the intent of doing something specific. People experience hundreds of these every day. Whether it’s short-term, like searching for an actor’s name, or long-term, like looking at houses in the area, they occur very frequently. In these micro-moments, clients expect brands to fulfil their needs with reliable information, no matter the time or location. They are incredibly valuable moments for businesses to capitalise on, so it is important to make sure you are ready to meet clients’ expectations. It turns out that most of these micro-moments are directed to a mobile device, with 96% of users reaching for their smartphones, so make sure your website is optimised for mobile devices!
This digital marketing trend has become increasingly popular and useful in previous years, and doesn’t look to be going anywhere any time soon! Customers are becoming more and more turned off by text, and would much rather view a video or picture. Video is especially engaging, with 55% of people watching videos online every day. Video content has become the most efficient way of getting information out to your audience, and ensuring high engagement. Video-sharing platforms, such as YouTube and Facebook, have also released additional tools to allow you to monitor and analyse more in-depth statistics concerning your videos. If your company hasn’t adopted video as a marketing method already, it’s time to get on board!
If you’d like to talk to us more about any marketing trends, or learn more about what we do here at Surge, don’t hesitate to get in touch!
Words: Rob Sedgwick, Content Writer