Now that 2018 is underway, we take a look at five marketing mega trends poised to make a significant impact on marketers’ go-to strategy in the coming year.
- Brands Will Invest Heavily in Influencer Marketing
Influencer marketing has already taken hold of the industry as it has been seen to be a popular feature in many brands’ marketing strategies. According to research, 84% of marketers planned on executing at least one influencer marketing campaign during 2017. Many consumers, especially those who fall into Generation Z, dubbed the ‘digital generation’, prefer creative and innovative content that feels more natural, to traditional marketing methods. As the world of advertising is changing, so must marketer’s approaches.
- Voice Will Continue To Disrupt Marketing Campaigns
If there is one piece of tech that will grab the attention of both consumers and marketers in 2018, it is voice recognition. The rising popularity of voice devices, including Amazon’s Alexa, Google Home and Apple’s Siri, has meant that brands have had to quickly adapt their advertising and marketing skills to keep up. Voice offers a significant opportunity to quickly and efficiently reach end-users. For example Domino’s pizza has enabled customers to order directly through Alexa using voice, with the ease of use boosting sales.
- AI and Machine Learning Will Become Rooted In Marketing
AI is already having an impact in marketing, but we have only just touched the tip of a massive iceberg. It is expected that in 2018, AI and machine learning will be the key to personalisation, allowing marketers to provide consumers with a seamless personalised digital experience, allowing brands to make a bigger impact than ever before. According to research, the use of AI by marketers will grow by more than 50% in the next two years, and Gartner predicts machines will write 20% of all business content in 2018. The value added to marketing teams is expected to be sensational. The ability of AI and machines to replicate repetitive daily tasks, to the same, if not better, ability than humans, will free up experts’ schedules and allow them to think ahead and take on innovative tasks they are more passionate about. The overall impact will be teams working to their best ability on both strategic and tactical levels.
- Privacy Protection Will Be a Key Across the Globe
2017 saw a number of high profile data breaches, including the May 2017 cyber attack on NHS IT systems, calling into question the cyber preparedness of major organisations. However on top of this, the new GDPR by the European Union will have a major impact on what businesses must do to protect user data. Therefore, it is expected that looking forward, consumers will begin to differentiate brands in line with their capacity to protect their privacy. It is expected that marketers will begin using privacy protection and data security as a means of adding value across industries to gain competitive advantage.
- Live Video Streaming Will Revolutionise Your Marketing Strategy
2017 saw the surge of live video on a number of social media platforms; Instagram and Facebook’s ‘live’ feature is continually growing, changing the way brands communicate with their followers. Social media platforms are placing more emphasis on live videos and are constantly looking for ways to improve the user experience. According to research, 1 in every 5 Facebook videos are now live and are watched 3 times longer than normal videos. The growth of the live feature has offered a new and innovative opportunity for brands and influencers to stimulate engagement with consumers, especially with Generation Z, so why not integrate live video into your marketing strategy?
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