The digital marketing world is constantly changing and evolving. New social media apps and better smartphones keep popping up, while Google rolls out new search algorithms and other changes that marketers have to keep up with in order to stay competitive. With so much going on, it can be hard to know which trends are here to stay and which ones are fads that will fade away. To help you stay ahead of the competition, here are some digital marketing trends to watch in 2018.
The rise of personalized messaging is one trend that will continue to grow in 2018. Consumers are expecting brands to treat them like individuals rather than numbers on a database. This means customizing their content and sending them offers that are relevant to their interests. For example, if someone searches for “red dresses,” marketers can send them emails featuring red dresses along with a matching purse or shoes. This kind of personalization can lead to higher sales and customer retention.
Another digital marketing trend to consider is the increasing use of chatbots. These artificial intelligence tools can answer basic questions, guide users through the buying process, and even provide support after a sale has been made. They are becoming more popular because they allow businesses to offer a more personalized experience and cut down on the time customers spend waiting on hold or filling out forms on websites.
In 2018, marketers will also focus more on mobile-friendly websites. This is because more and more people are using their phones to do online shopping and brand searches. Having a website that isn’t mobile-friendly can negatively impact your SEO and your conversion rates. In addition, Google is now giving more weight to sites that are optimized for mobile devices.
The importance of focusing on mobile is being further driven by the growing popularity of micro-moments. These are moments when a person turns to their device (increasingly a smartphone) to act on an intent-rich need, such as finding a restaurant or store nearby. To meet this need, Google is promoting local search ads, which display to users when they input certain keywords with their location (such as “cafes in London”).
Augmented reality is another emerging digital marketing trend that will continue to grow in 2018. With the rise of apps like Pokemon Go and Specsavers, it’s clear that consumers are interested in AR. Augmented reality can be used to create immersive experiences for consumers, such as by displaying product images over their real-world environment. This can help shoppers envision how a product will look in their home or on their body, making it easier for them to make a purchase decision.
While these are some of the most prevalent digital marketing trends to watch in 2018, it’s important to remember that it’s not necessary to incorporate all of them into your strategy this second. The best approach is to try out a few and see what works best for your business.