
Digital marketing predictions for 2018
It’s April already, and while there haven’t been huge changes in the digital world yet, we’ve all been busy panicking about GDPR. But let’s look past that. 2018 has plenty in store for tech and marketing, and businesses need to be ready. With the amount of data at our fingertips, there are no excuses — we know what direction our marketing needs to take.
Big Data and Artificial Intelligence
Big Data and AI were big topics in 2017, and they’re not going anywhere. The gap between businesses that use them well and those that don’t is only going to get bigger. Technology won’t replace the need to know your audience. It just helps you learn more and act faster. Use the tools available to get a clear picture of your customers and build a strategy that keeps you ahead of the competition.
Creating Content People Actually Want
Content can’t just talk at people anymore. It has to be useful, interesting, and feel like part of a conversation. Customers want to feel understood, so content should show that you “get” what they need and want.
Data That Matters
It’s easy to fill reports with numbers that don’t mean much. The focus now is on using data that links directly to business goals. That means clear targets, measurable results, and strategies that actually prove their value.
Putting the Audience First
The core aim of marketing is still the same: reaching the right people. But the way we do it is shifting. Success means putting the audience first. Budgets should be flexible, so money can be moved to the channels that work best. Marketers need to be sharp and adjust quickly.
More Investment in Video
Video has been growing for years, and it’s only getting stronger in 2018. YouTube is investing heavily to make it easier for brands to create and share. Shoppable videos (where you can buy directly from the video) didn’t really take off in 2017, but that’s likely to change. Expect more brands to make their own video content and some to sponsor content online.
The Amazon Effect
Amazon is everywhere. From Prime to grocery delivery, they’re making life easier for customers. That convenience means more loyalty. For other e-commerce businesses, it’s going to be tough. Even if customers like your content, they may end up buying from Amazon because it’s quicker.
Voice Search
By the end of 2017, 40% of adults and more than half of teenagers were using voice search. Those numbers are set to grow in 2018. That means businesses need to rethink content and keywords, because people speak searches differently than they type them.
Personalised Ads
Personalisation is the future. Facebook and Instagram ads are moving toward micro-targeting — showing the right ad to the right person at the right time. Simple keyword targeting is on its way out. Businesses need to create ads that feel personal, relevant, and timely, based on where customers are in their buying journey.
Long-Form Content
The old approach of writing short articles stuffed with easy keywords isn’t working anymore. In 2018, long-form content (1,000 words or more) is on the rise. It takes more effort and planning, but it pays off with more engagement, shares, and better results. The focus should be on giving real value to the reader.