Hello everybody! In this article, I will spill a bit of light on the key online marketing trends, which each marketer must know about or at least consider them for running the online marketing strategy. So here they are:
Trend #1: Video marketing
Are you incorporating this idea into your marketing? If you haven’t done it yet, now it’s the time. By 2020 80% of total traffic will come from video marketing. If you haven’t adopted visual content into your marketing strategy yet, start doing it! Video on a landing page or sales page, for example, can help increase conversions by as much as 80%. It is also noticed that nearly two-thirds of consumers prefer video under 60 sec. According to Livestream, 80% of people would rather watch live video from a brand than read a blog, and 82% prefer live video over social posts. I will speak more about the videos in a separate post.
Trends #2: Chatbots & conversational user interfaces
AI-powered live chats are at your disposal! With chatbots, you can improve your customer service. No need to wait for the answer, customers can receive an immediate response to the basic, repeatable questions. And your staff has more time for more complicated issues. According to Gartner, by 2020 85% contacts on the internet will be happening with chatbots. These programs make users to ask questions and quickly receive the answers to the most popular ones. Chatbots are used for engagement, customer services issues, general questions and even closing business. By 2022, chatbots will help businesses save over $8 billion per annum, especially in the banking and healthcare industries.
Trends #3: Programmatic advertising
Programmatic advertising is essentially using AI to automate the buying of ads and being able to target audiences more specifically, which increases the chances of success of the marketing campaign and reduces the customer acquisition costs. As per eMarketer, 84% of the digital display ads in the US will be programmatic by 2019. Companies are seeking to enhance market reach, brand relevance and improve overall engagement, which can benefit greatly by implementing native advertising into their digital marketing strategies.
Trends #4: Cost per experiment as a leading metric
Smart digital marketers will continue to get closer to a real ROI on their work by identifying all the old metrics, like CPM (impressions), CPC (clicks), CPL (leads) and even CPP (pixels), rolled up into a cost per experiment. With too many channels and even more martech tools to consider, marketers must run experiments and measure outcomes.
Trends #5: Contextual Targeting Strategies
In the context of General Data Protection Regulation (GDPR), it is expected that it will be more complicated for ad tech vendors to track user behaviours with cookies. , and it will be mandatory for advertisers to understand what each page context is all about, for targeting and brand safety purposes.
Trend #6: User-generated content & reviews
Customers trust one another opinions more than an endorsement from the celebrity or advertisement. 66% of consumers trust other consumers opinion posted online, which is why so many brands now are turning to user-generated content to boost sales. Adding testimonials or review on your website is an easy way to open this trend. Put together a solid plan for getting reviews for your business. Be careful not to incentivise people (as this is not allowed), but instead have a system for asking for reviews.
Trend #7: Go mobile or go home!
By 2018, more than half of all consumers will be using mobile devices first for anything they do online, according to Gartner. According to official Google statements, more than 50 percent of search queries globally come from mobile devices (experts say this number is now closer to 60 percent). Put a mobile strategy in place to engage with your prospects and customers. Try to start with a couple of messages per week going to your customers – one fun text and one with call-to-action. Once you get started, will be surprised how many messages your audience will respond to. The worlds expenses on the mobile marketing will grow 49% in 2018. The views from laptops and desktops will fall, whereas views from smartphone and tablets will grow 25%.
Trend #8: Geotargeting
Now for many, mobile gadgets have become another part of the body. A smartphone is always at hand, anytime and anywhere. For the day the average user goes online from the mobile phone 75 times a day, and from different locations. Marketers can collect information about their activity for targeting and providing up-to-date data depending on the user’s location. However, for this, you need to get his official permission.
Trend #9: Opinion leaders of the micro-scale
Internet users with an audience of subscribers from 1000 to 100 thousand people are four times more likely to receive comments than “stars” with millions of accounts. They usually occupy a specific niche, which facilitates the choice of an applicant suitable for the realisation of your goals. According to statistics, 90% of users trust the opinion of authority in their field, while only 33% of the audience believe in advertising slogans.
Trend #10: Data-driven marketing
Big data is getting bigger. It’s getting cheaper to build systems to process huge pools of data, while those pools are getting more lucrative. Organizations that are flexible enough to manage and transform the data into useful Business Intelligence have significant opportunity to gain a competitive advantage (or remain competitive). True understanding of customer journey data-driven marketing is a powerful tool, but how that data translates to the customer journey will be paramount in digital marketing success in 2018. Strive first to use data to know where your consumers will be on every step of their purchasing path, learn what appeals to them, and design your marketing to touch them all along their journey.
In 2018, these tools will help you to get ahead and achieve excellent results. Of course, this will require investment, innovation, trial, and error, but the experience gained, and the joy of winning it is worth it!