One way to improve your business strategy is to build on your past campaigns and experiences. But it is also crucial to know how to anticipate future trends so as not to miss out on new opportunities.
At the dawn of the new year, we will unveil today the 5 trends of digital marketing to follow in 2018.
Digital Marketing Trends 2018
1.Mobile devices as marketing spearhead
In the digital age, desktops are becoming more archaic and giving way to smartphones, tablets, etc.
According to Statcounter:
The use of smartphones currently covers 50.87% of the market share, against 8.49% only in January 2012.
Conversely, the use of desktop computers decreased from 91.51% to 44.87% between January 2012 and October 2017.
According to Zenith, global mobile advertising is expected to grow from $ 27 billion to $ 107 billion this year.
Smartphones should become your tool of choice, whatever your sector of activity, the size of your company or the type of your offer.
2. Social networks as means of promotion
In 2018, you must also bet on this channel to develop your business. According to Polar, native ads are one of the best ways to go.
This brand claims that ads related to search, editorial content, sponsored ads, integrated ads, etc., offer a click rate 4 times higher than that of traditional mobile ads.
The idea is to offer your targets relevant, personalized and real-time experiences. To be able to attract them, you will be able to focus on advertisements on Facebook Messenger, among others.
3.Live video coverage as a basic marketing tool
If we refer to figures from the US firm Kleiner Perkins Caufield & Byers (KPCB), video streaming will still be a major part of online traffic (75%). In 2018, live video will offer the highest value, knowing that:
Consumers spend 3 times more time viewing live video than pre-recorded content,
Most of them (82%) prefer live brand videos than those shown in other social media formats.
However, make sure the communication is effective. Send mobile alerts so that your targets can be on the lookout for videos that are about to go live.
4.Artificial intelligence, to optimize the customer experience
From online shopping to customer service, through information, etc., artificial intelligence will be at the heart of the marketing department in 2018. Use it to help your customers make a purchase, to respond quickly to their needs. questions and to help your team optimize sales processes. Machines can now:
To feed on the behavior of Internet users in order to support the strategic decisions of the companies (machine learning).
Ensure repetitive and tedious tasks (marketing automation).
Take for example the Chatbots, smart robots programmed to adapt to a conversation. This software will be able to ensure a part of the work of human customer service through the exploitation of data.
5.The RGPD as a marketing opportunity
Finally, let's talk about the General Data Protection Regulation (GDPR). If today's consumers share their personal data with you, it's because they are looking for a better experience in return.
The RGPD will be effective from May 2018 throughout the European Union. This measure aims to strengthen data security and promote the transparency of their use in order to win the trust of consumers.
Rather than consider this a hindrance, you can, for example, exploit it in an innovative way, creating even more transparent data collection policies.