Marketing Trends to Watch Out For in 2018
The yesteryear had been a generous year for businesses with regards to marketing. But now that a new year has come, the ability to merchandise continues to evolve in such a way that previous years’ practices either becomes obsolete or remains as part of the traditional practice.
But the year 2018 is not just about getting businesses and technology more entangled than ever in reaching to a wider audience or building a more solid consumer base, it also comes with a budding sense of realization that some practices are to become the trend which will set this year apart from the previous.
With our devices getting smarter and smarter by the day, how we do things in life becomes more efficient. Putting the same benefit in commerce, more and more businesses opt to consider adopting technology in making things more favorable to them.
- Voice-enabled technology
Forget about having to tap on the touchscreen when making queries with the use of a smart device, in today’s time, “voice technology” is the new king. What had been a feature only found in science fiction has indeed become a reality and is about to take the world by storm by taking human voice as a valid input.
- LinkedIn as a go-to social media
LinkedIn has entrenched itself as a social media platform for many working professionals for many years now since it started rolling. This year is no different. In fact, like the years before, LinkedIn is poised to become the “social butterfly” of many people, whether presently in the workforce or not.
LinkedIn’s main selling points as a platform is its capability to network people, provide engaging content, and connect average working individuals to some of the thought leaders in the industry.
- Snapchat losing marketing engagement
The year 2017 was poised at Snapchat reigning as the so-called “hottest marketing tool” by targeting the now-dominant Millennials and the entering Generation Z in the workforce. But despite this anticipation, the social media platform had seen a decline in the number of users, to a drop of 33% from the total.
While the remaining 70% still makes a larger number of fish in the sea, this could mean sticking to more solid social media platforms like Instagram, Facebook, or Twitter.
- Rise of the artificial intelligence
Although still developing, the integration of a “smarter” artificial intelligence in our technology will make our interaction with computers a more straightforward process. Current employees in line with customer support should rest easy knowing that this A.I. technology is not yet bright enough to take them off their cubicles.
However, according to Smart Insights, 2018 might be the year whereby artificial intelligence and machine learning will have the 3rd largest impact on marketing. Salesforce, on the other hand, foresees this technology having significant relevance when running campaigns and to those who underperform in their jobs.
So, it’s true that from 2018 onwards, technology may be playing a large part in the marketing trends. But this does not mean to say that the old way of selling is left to dust by being forgotten. Contrarily, there are still practices from the past that will still remain relevant to this day, more so possibly than the previous years.
- Branding takes a new approach
Since the inception of commerce, people had been bombarded with hard sells which, to be honest, many people are not really too comfortable at. The year 2018 is the time where businesses take on a different way at branding themselves: by focusing on the brand’s personal story and not a bunch of hocus-pocus that the masses do not really understand.
- Further growth of influencer marketing
Although the past couple of years have been mostly favorable towards macro-influencers who makes use of their massive following, this year will see the attention shifted towards the lesser popular—micro-influencers—which, statistically, was said to generate a larger impact in campaign engagement.
In addition, 2018 will also become the year where companies will tap on its often neglected but invaluable resources to marketing as advocates—the employees.
Lastly, there will also be a shift from getting focused to just running off campaigns to keeping engagements via the influencer which highlights the mutual value in the process. Essentially the ambassador for the company, influencers will play the critical role in marketing this year.
- “Info-training” through content experiences
An influencer for a company is more than just a face that represents a particular brand or product, the authority he built for himself is also a crucial element in delivering contents that are not only believable but also engaging. This had been a popular tool in the past about marketing and this year is no different.
- Deeper look into data for data-inspired marketing
Not many companies tap on the data at their disposal to the fullest extent. Generally, only 12% of these data are being used in a way that reflects how many businesses operated their marketing for the last couple of years. The year 2018 is the year by which companies are opting to tap on the remaining 88% to make a more effective marketing that sustains profitability and growth.
- Proliferation of video marketing
With videos becoming a more popular medium as ever on the internet, many customers and marketers are getting attracted to live streams that deliver the content in real-time. Along with this growth is the increase in the use of credible platforms like the video streaming site, YouTube, and social media platforms like Facebook, Twitter, Instagram, and Periscope which also utilize videos in their own respective ecosystem.
- Good business practice and privacy
News about data breaches and selling of consumer information are but some of the issues of the past several years which had some clients running from transacting online in business. Coming with the realization that all in the consumer base place value in the security of their privacy, many companies are learning that, in order to keep their clients, they must respect their private information from leaking out.