2018 is officially here, and with that comes a whole host of new and exciting marketing trends you should pay attention to.
From the latest technology to content that works in the saturated industries, we’re here to give you the insight you need to take 2018 by storm. So, where shall we begin?
How about GDPR…
This is a biggy, so big we’ve even written a whitepaper on it. The GDPR essentially signals a change for the way you process data within your business, especially when it comes to email marketing. The scary part is the fines that can come if you don’t adhere to the GDPR rules. Before you panic, it’s pretty simple to implement and you have until May this year to get everything finalised. Still worried? Download a copy of our whitepaper.
It’s here and then it’s gone; 2018 is all about ephemeral content, which was first established by Snapchat’s Stories. Since then this style of consumable content has gone from strength-to-strength, with the likes of Instagram and Facebook developing their own versions. Most importantly, it’s been picked up by both companies and customers, and is looking like a major part of most content strategies for 2018.
Customers are getting smarter, and are understandably more cautious of advertising. This means they’ll see right through any big or outlandish claims that have zero proof. Forget about showing off, and simply showcase what your business does well in an honest and transparent way. Your customers will thank you for it, and are likely to become returning customers too.
Chatbots have grown up
Chatbots have a bad rep, but they’re no longer spurting out random suggestions without any whim or reason – they’ve got smart. In fact, chatbots will provide people landing on your site with an instant connection; a friendly voice with an answer to their queries. It’s not a nicety though, according to technology researchers, Gartner, 20% of business content could end up being machine-generated by the end of 2018. One brand that’s utilising chatbots in a clever way is Lego, who have recently used Facebook Messenger to develop one called Ralph, who helps out gift buyers. It takes a while to develop one that’s successful, so get started on it as soon as you can.
Augmented reality ups the ante
With the introduction of Apple’s iPhone X AR experiences, and more brands than ever using AR in their campaigns, it’s something that can only become bigger and better in 2018. By giving people the opportunity to imagine themselves in different situations, living out their every whim virtually, they’re more likely to want your products and therefore purchase them. Recently, the beauty brand Sephora have managed to create an app (Sephora Visual Artists) where you can virtually try out their products to see if they work on you. It’s likely to help grow online sales and reduce refunds, as people will be sure that the product is right for them without having to leave their home.
Moving forward, social media is looking like the perfect platform for this technology, so it might be worth making room for this in your 2018 plan.
Influencer marketing continues to rise
From Instagram posts including b-list celebrities pushing diet drinks, to vloggers advertising their favourite biscuits, the power of influencers is a growing phenomenon. The reason why? People want what their heroes have, and sometimes that’s a tea that claims to keep your weight down. Not only that, but this marketing technique is favoured by those who have struggled under online ad blocking.
The trick to honing this technique to truly benefit your business? By making sure your products truly connect with your influencer. For example, there’d be no point in pairing up Bear Grylls with Maybelline – well, unless the product is army camo paint.
Adopt an informal tone
Whether you’re B2B or B2C, adopting a more informal tone with your communications is likely to work in your favour. After all, when it comes down to it, whether you’re talking to a B2B manager or B2C customer, we’re all human and we all want to feel like we’re being spoken to by someone on our level. So whether that’s by simply including interactive questions or introducing contractions and colloquialisms, look to toning down any formalities in 2018.
Although traditional SEO will still be as important as ever, there’s an additional piece of the SEO puzzle worth considering: voice search. With gadgets like Amazon Echo and Google Home on the rise, it’s no surprise that the demand on voice search continues to rise. There’s currently plenty of research taking place to make sure we can approach this new technology in the right way. From thinking mobile-first, to using long-tail keywords, there’s plenty you can start introducing to your market plan as of today.
So there you have it, 8 of the biggest marketing trends you should embrace going into 2018. From AR to tone of voice, these marketing trends in 2018 range in difficulty, but could easily transform the way you interact with your customers. We wonder which one you’ll undertake first?