It’s that time of year again … As we contemplate (and sometimes miss!) The hits of 2017, we eagerly yearn for 2018 and the new challenges it will bring us. What awaits us, marketers and brand experts, in the coming months? How are we going to lead the way in reaching and connecting with the consumer of tomorrow?
Here are 3 digital marketing trends you can seriously consider incorporating into your 2018 plan.
1. Create personal experiences
The days of ONE SIZE FITS ALL are over. Today’s consumer is looking for personalized experiences. Unique digital experiences designed to meet consumer needs and tastes. Relevant information is essential as consumers are exposed to an overwhelming amount of advertising messages on a daily basis. The result? Consumers only respond to personalized ads and, in turn, ignore the marketing messages they perceive as junk. Personalization can be as simple as implementing custom landing pages for different campaigns or as advanced as offering a fully personalized browsing experience based on web users’ history. Many different types of solutions are now available at a lower cost, such as solutions integrated into content management systems (CMS) or analytics solutions. Standalone Software as a Service (SaaS) can also provide personalized options that integrate your brand’s CMS and analysis. A unique and in-depth digital experience for a unique consumer!
2. Embrace artificial intelligence
The use of artificial intelligence (AI) technology as a tool to deliver an individualized experience to each customer is also on the rise. 1-to-1 personalization with AI is based on the same principles as optimization and segmentation, but it solves their two biggest challenges: delayed results and inability to scale. In 2018, you can expect AI website personalization services to be applied in more industries than the transactional industries with which it originally gained popularity. Could it be beneficial for your brand to adopt this trend early?
3. Create content to increase customer engagement
This one is quite simple: Integrating content marketing into your consumer’s digital journey creates customer engagement. Marketers will need to treat content seriously as a strategic tool: creating an engagement strategy using different media across your product lifecycle is a must for 2018. Using techniques such as people and content mapping is a great way to achieve this goal . The use of video will also change the game in 2018 as video will see the biggest increase in the coming year. Take YouTube for example: traffic and engagement have increased year after year. It has become the second largest search engine after Google. Video is rapidly evolving from simple advertising to very engaging content. This change is fueled by social media: live streaming on social platforms like Facebook, for example, is taking the digital world by storm. Making video content shine throughout the consumer lifecycle, from pre-roll YouTube ads to explainer videos and live feeds, are just compelling ways to engage your consumer with your brand.
The digital world is constantly evolving and staying on top of trends can sometimes be overwhelming. Just like surviving the holidays, planning is essential. your digital marketing agency is an important partner you can lean on to achieve your 2018 goals. Do not hesitate to discuss these trends with them to find the best solution for your brand.
2018, we are coming!