According to a national poll, nearly three-fourths of respondents said that they become frustrated with online content that appears to have no connection to them. This is referring to such online content as ads, promotions, and emails that aren’t related to the consumer. For digital marketers, this is a major concern looking towards 2018. It may sound obvious, but the main goal of digital marketing is to increase the engagement between a consumer and the site they are on. Since the technology is available, why wouldn’t you personalize your content to better serve the consumer?
This isn’t just a gimmick, either. There are real results for digital marketers who choose to personalize their content. According to research from The Aberdeen Group, personalized emails resulted in a 14% uptick in clickthroughs compared to non-personalized emails. Looking at digital marketing trends, personalized content may be the most important. Dynamically-rich content is a simple solution-it could only be a first name or an email address-that can seriously improve your company’s performance metrics. Take a little extra time, and make sure all your content has at least 1 piece of personalized information.
Looking at trends for digital marketing in 2018, if all your digital content is static and sedentary, your consumers are going to respond negatively. This is because so many companies are shifting large portions of their content creation strategy into videos and animations. According to HubSpot, 85% of business now have internal resources and employees dedicated to creating videos. That’s a huge percentage of companies!
This isn’t just an empty statistic though, there is a reason why digital marketers are putting such an immense emphasis on utilizing video content: their consumers want it. Also from HubSpot, 43% of consumers want to see more video content. It doesn’t matter if it is how-tos, demos, animations, or Q&As, people want to see videos in marketing in 2018.
But it goes beyond what people want to see, they are acting on the content. According to comScore, 65% of business decision-makers will view a company’s website after viewing one of their videos. Improve your web traffic by employing video content now and in the future, once you’ve built a substantial video library. Give the people what they want; more video content in 2018.
Social marketing is a practice that is only beginning to be refined today. Looking ahead to 2018, you can expect a whole new crop of social media marketing tools that will help your business share, tweet, and like its way to more leads.
Always considered to be a low cost, high ROI approach, social media marketing has moved from the background to the forefront. Nowadays, companies are dedicating massive amounts of resources to social media teams and content that can be shared online. Other than being a low-risk way to draw leads, it can also be a great way to introduce fun content that helps build your brand’s image. Go ahead! Tweet all the cat gifs you want! Building your online presence through playful social media is one of the most important things a brand can do in 2018.
But beyond being a fun tool, social media is also where your consumers are. As of 2016, 68% of all Americans use Facebook and 21% use Twitter. Since you are always trying to reach consumers in digital marketing, make it easier for them to see your content by placing yourself on the sites they already frequent.
Beyond making sure their online ads are scaled for your smartphone, the largest companies in the world are preparing for mobile marketing in 2018. No other company is leaning-in more than Google, who will be launching a mobile-first algorithm in 2018. This means that mobile ads are considered their own category in Google’s rankings, putting a larger emphasis on where companies will choose to dedicate their money.
Our recommendation, if you want to stay ahead of the trends in 2018, is to dedicate a portion of your resources to mobile marketing. Speaking of being where your consumers are, comScore reports that 69% of “digital media time is spent on mobile.” Plus, with wearable technology becoming the norm, it would make sense for companies to embrace mobile marketing as a non-traditional way to reach their consumers. Whether on the couch or on the move, consumers are reachable for digital marketers who want to stay ahead of the competition.
Today, you can’t go two minutes when talking to a digital marketer before hearing the acronym SEO. Expect that to increase for 2018 as more and more digital marketers are looking to next year to increase their customers SEO. In a survey by BrightEdge, they found that 97% of digital marketers believe that SEO and content are integrating into a single function.
As consumers continue to look to search engines for answers online, digital marketers would be smart to put an emphasis on increasing their clients’ SEO. Organic searches are becoming a larger part of leads as consumers look online to get their media. Through strategic SEO marketing, digital marketers can drive leads and engagement through a practice that is only going to increase in popularity.
2018 will be a big year for digital marketers. This will be the year that content avenues and mediums are flipped on their head. As the world turns digital, the marketer who looks online to promote engagement will be the one who stays ahead of their competition. They will also increases profits for their clients.
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