They say that the only constant thing is change, and that has probably never been more true than now. New technology and new ideas are generated at lightning speed and the preferences and expectations of consumers have never been higher.
If you want to be successful when communicating with your target audience, you need to always keep your finger on the pulse and look forward. Here are the 5 most impactful marketing trends in 2018.
Content is still king in 2018, but how it is used will change as attitudes and consumer demands change. We will continue to see more personalized content online, and it will change how we expect to be treated in those interactions. Consumers want to have a conversation, not be talked at. Producing compelling content is a collaborative process between you and your target audience. This will lead to marketing departments needing to find strategies where they listen and try to start a conversation in order to engage their customers.
As video content is getting more and more popular on social media, it will also be more important in marketing. It is predicted to be the future in content marketing, and it has several advantages. In addition to being a format that is getting more popular, it can be used as an on-demand self-service user experience that is available when and where the consumer needs it. A growing trend in video content is live-streaming. Videos that are streamed live are more relaxed and are experienced as more transparent and genuine, fitting perfectly with the trend that people nowadays prefer brands they perceive to be honest.
Big data was a huge hit in 2017 and the analytics trend will continue. Artificial intelligence is already used in spades in order to efficiently analyze and create insights using the data companies collect, and AI will develop in many fields. For instance, it is predicted that businesses will start using AI chat-bots on their websites to make customer service more efficient and smart, and to create more insights from customer contacts. Machine learning and advanced AI algorithms will become even more popular tools to make ad optimization faster and more accurate.
Responsibility and Engagement
Tesla managed to have better sales than Mercedes Benz despite only having a hundredth of the marketing budget of their competitor. The reason behind the David vs Goliath accomplishment is the fact that Tesla engages their audience by having a conversation about the environment, the future, and the dependency on fossil fuels. The trend for companies to work more on responsibility, intent, and engagement will keep growing. In addition to the focus on the environment, we will also see more focus on well-being and health. This will particularly influence employer branding. In the aftermath of the metoo movement we will also see a greater focus on gender equality and the use of old and stereotypical gender roles in marketing.
Content Created By Users
In general, people have more faith in content created by other users rather than by brands. This is why User-Generated Content will be big in 2018. It is already a huge hit on Instagram, where brands can tag along on popular hashtags and stories. Companies will keep trying hard to use their loyal customers as brand ambassadors in their marketing and campaigns by working on User-Generated Content.