In 2017, we saw heavy volumes of content marketing in the form of long-form blog content.
We saw big data and ebooks that could be downloaded into PDFs for reading on our computers.
We discovered artificial intelligence for marketing campaigns. (It’s hard to forget the huge influence of Pokemon Go on consumer marketing at the beginning of the year.)
But that’s all about to change in the coming year. It’s true that we’ll see some of the old trends with advanced improvements, but we’ll also witness brand new digital marketing trends for 2018.
With the numbers of mobile users increasing even more than the year before, digital marketers and business owners are shifting their marketing focus and sales efforts.
They’re responding to how users view information.
Want to know what they’ll be doing to answer the call in 2018? Here are the top 5 trends that will dominate the world of digital marketing.
5 Digital Marketing Trends On the Horizon
1. Machine Learning Will Lead The Way
As Google introduces Rank Brain to implement search engine results, artificial intelligence algorithms are leading the way to predict human buying behavior through what’s called predictive analysis.
Aside from Rank Brain, other companies are beginning to use the gathering and storing of data to make machine learning more relevant, valuable and accessible.
In 2018 we’ll see larger organizations adding machine learning to their marketing and sales automation campaigns.
In relation to SEO, 2018 will be moving away from the importance of keyword density. What will be more important is quality content over quantity.
With an oversaturation of content last year, higher quality content that’s relevant to users will be even more important in search engine rankings for 2018.
Machine learning algorithms will allow us to decrease our time spent tracking website analytics and email marketing campaigns.
A key component will be for companies to spend the time to learn consumer marketing trends and purchasing behavior as a whole.
2. Shorter Interactive Content Will Replace Long PDF Ebook Downloads
With the increase of mobile marketing, we’ll be seeing more digital marketing trends that are user-friendly to smartphone users.
Long blocks of text in ebooks will be abandoned for more interactive and engaging content.
Some of the formats we’ll see more of after the New Year are relatable quizzes, internet surveys, online animations, video marketing, and interactive, snappy landing pages.
If you’re thinking of creating a long-form PDF to attract buyers, you might want to rethink your marketing plan for next year.
Instead, create a personalized quiz, online video, or interactive sales page to attract the interest of your target markets.
They will most likely be accessing the products and services on your website from a smartphone, notepad, or another mobile device.
3. Video Advertising Will Be A Top Marketing Strategy
This might sound like very ‘last year,’ but video, which has been growing over the past several years, will become one of the biggest digital marketing trends in 2018. We’ll see more than cute cats and dogs doing amazing tricks.
Video advertising will take the stage as an effective advertising medium. In fact, video will be a big force in content marketing.
Companies will turn blog posts into videos using video descriptions and video tags to also improve search engine rankings.
One of the platforms boosting video advertising is Facebook with a bigger emphasis on Facebook live streaming.
4. Chatbots Will Be Used in More Markets
Chatbots that help shoppers with questions about products and how they are used is one of the larger digital marketing trends we’ll see in 2018.
Chatbots are predicted to be used for more complex transactions used in more verticals and wider markets.
What’s important for companies is to have reliable chatbot technology with a special emphasis on saving consumers time in the process.
We’ll need to have our documentation in a place where chatbots can answer queries quickly and effectively to speed up the process.
5. Expiring Content Ups the Sense of Urgency
Expiring content is a digital marketing trend that’s got everyone excited, marketers and consumers alike. This ingenious marketing trend is creating a thrill among viewers of all ages and will be a big hit in 2018.
You may have seen an example of expiring content on Snapchat and Instagram Stories. Typically, what you’re viewing is only on the screen for 24 hours.
Similar to live video, with expiring content, users can view the content for a limited time at which time the content will disappear into the digital stratosphere never to be experienced seen or available again.
If you think about it, it’s similar to the idea of the one-day-only sale. This taps the neurons in our brains that makes us think we better hurry to take advantage of this special one-time deal.
In this way, expiring content evokes a sense of urgency that viewers need to respond to within a certain time frame or they will miss out on an opportunity.
Expiring content, therefore, intrigues the viewer, challenges their psyche and keeps them focused with bated breath.
That’s the intention. This marketing strategy uses powerful psychological triggers that influence the consumer or business purchaser to want to act before they lose the opportunity.
Now you know more about the five top digital marketing trends we have to look forward to in 2018.
- We’ll watch an increase in machine learning for search engine rankings and in the gathering and storing of data
- We’ll engage with chatbots for more complex transactions
- We’ll see a growth in video advertising and Facebook Live Streaming
- We’ll see more interactive content in the form of quizzes, surveys and more
- We’ll view content that is set to expire
Are you ready?
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