Key Digital Marketing Trends to Watch for 2018

Key Digital Marketing Trends to Watch for 2018

As we enter the 4th quarter of 2017 let’s take a look at digital marketing trends all businesses should keep their eye on going into 2018. The Top 3 that will directly affect any business looking to digital platforms for marketing their products or services include:

  • Customer-Centric Content
  • Social Marketing
  • Video Marketing

Customer-Centric Content

Businesses should consider implementing a more personalized approach to engaging with potential customers. With so many businesses chasing the same customer anything that helps one stand out may be the one that gets the customer.

Personalized advertising content is a great way to attract brand new customers, engage existing customers or even buy back departed customers. It is content that speaks directly to that prospect according to a previous action performed. Below are some examples of how successful businesses leveraging customer-centric content with personalized messages to help grow their business:

  • A user visits a specific section or page of a business website. They may then see an ad with content pertaining to that page visited due to a remarketing strategy. This helps keep your business in front of a user with the information they sought out. Advanced techniques may include a different message appearing in the ad dynamically over time until the desired action is taken by the user or a defined length of time is met where the ad stops being served.
  • An existing customer utilizes a business for a specific service or buys products regularly. When the next action is taken with an online order or request for service a personalized and targeted email may be sent to them reminding them about the accompanying services that go along with what they ordered or attempt to introduce brand new products or services in an attempt to increase the value of an existing customer.
  • One business may have various audience segments that become customers for different reasons. Having just one message going out to potential customers when a business knows there are many different types of individuals that could become customers would not be productive or successful. Instead, a digital advertising strategy could be created with ad creatives using personalized messages for individual audience types that may be interested in your business. This helps to stand out from competitors with a unique and focused message that speaks directly to many different types of potential clients. Without segmentation and personalization, a business runs the risk of wasted ad spend or poor user perception if they see a message that has nothing to do with them or what they are looking for.

Social Marketing

Advertising via various social media platforms looks to continue to be a low cost, high return avenue for any business to generate additional customers and revenue. Most social media platforms have an advertising platform attached to it to reach users outside of your immediate following. What will determine this is the target market you are attempting to attract. Facebook will continue to be the main resource for businesses to advertise on moving forward. They have many data points connected that allow a business to create a very highly focused audience of 20 users to as broad as 1 million depending on the budget, the objectives, and the ad type being marketed. Facebook not only has the most abundant offering for advertisers, but it also reaches beyond to Instagram and the Audience Network so the ad can be shown throughout a user’s mobile buyer journey. Other platforms that will continue to gain momentum based on the type of business will be Pinterest, Snapchat, Twitter, & LinkedIn. To reach younger audience segments Pinterest and Snapchat will soon evolve to be that resource once their platforms a little more matured, while Twitter and LinkedIn will remain a viable option for the older audience segments or B2B business services & products.

Video Marketing

If a business is not utilizing video advertising today than it should be the next “to-do” to check off of their list before anything else. YouTube is the 2nd largest search engine in the world and there are various targeting methods available via Google AdWords and the Google Display Network that allow you to control the placements of the video, the audience shown to based on demographics, previous users that engaged with your website, interest based audiences, and of course contextual targeting depending on the web page the video has the opportunity to post to.

Outside of YouTube, Facebook has also announced that they will be decreasing static/image ad exposure on their platforms to provide more visibility to video advertising done through the Facebook Advertising Platform. Instagram, Snapchat, Twitter, they all support video advertising.

For those businesses that have been in the video marketing arena, it may be time to look beyond to fully integrate the advertising strategy with video ads/commercials on advertising platforms that are not highly utilized today. Previously these platforms required large ad spend in their infancy which only truly allowed large corporations to use them as advertising avenues. As time goes on and we move into 2018 we are already seeing the budget requirements loosened up to where many mid-sized businesses and some successful small businesses are not counted out from considering these options for the advertising mix. Platforms to keep an eye on for consideration include, Spotify, Pandora, & Hulu. All 3 platforms support video advertising and the cost to advertise within the platforms is slowly decreasing as more businesses sign on and their platform evolves.

Resources used as reference:

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