You know one more year gone, what that means. Everyone wants to discuss about this year. I guess you can include me in "everyone", but today we are going to kick it off by talking about advertising trends we expect to see in the upcoming year. Some of them are general marketing forecasts for 2018, but some have a particular local focus; nonetheless they will all probably impact your business in some way. So, keep reading to find out about the greatest marketing trends we expect to see in 2018. The Use of Artificial Intelligence (AI) Will Grow in 2018
AI isn't new - in actuality, you probably already interact with advertising AI on a regular basis when you see advertisements in search results and on social media. And, 57% of marketers already use AI. However, using AI for promotion is only going to rise as the technology improves. It is projected to rise by 53% in the next few years. Live Video Usage and Viewership Will Continue to Soar Like AI, live video is nothing new, but it is growing exponentially. Everybody wants a piece of Facebook Live. And, it is not just popular with entrepreneurs. Folks love watching live video also. In reality, 80 percent of users said they would rather watch a live video than read a blog article, while based on Facebook, live video becomes 3x more views. Here are a few tips for getting started with live video:
Mobile Video Consumption Will Grow If your website, along with your marketing strategy more widely, is not optimized for mobile yet in 2017, 2018 is the year to begin. Quite simply, search engines will penalize you if your website is not mobile friendly. Besides, it is no secret that consumers spend a lot of their lives staring at their phones. In 2018, mobile video consumption is forecast to grow by 25 percent (and video consumption is supposed to diminish on laptops and desktop computers for the first time ever), so get ahead of the competition now by arranging a mobile video strategy. Live video (see above) is a wonderful place to begin if you are a DIY type of business owner. Customer Experience Marketing Will Boost Customer experience marketing is just what it sounds like - ensuring the customer has a great experience once you promote to them. And, it is gaining popularity; 68 percent of marketers say their business is increasingly focusing on customer experience in advertising. Customer experience is hugely significant. Customers see your business or brand as the amount of experiences they have had with you. This might be anything from in-store customer service to locating your local listing online or seeing one of your business's advertisements on Facebook. Creating a excellent experience for the customer is more likely to help you acquire brand loyalists. If they search for you online and find two unique listings, or they get bad customer service whilst making a purchase, they are simply not going to use your business again. Get Ready for Mobile Everything I am not positive if I've mentioned this yet, but mobile is sort of important. But don't just listen to me droning on like a broken record, here are the numbers: Mobile is the most popular way to surf the net (51.4%) Laptops come in second at 43.4 percent Somewhere around 70 percent of searches are projected to come from mobile next year, so if you are not working in your business's mobile existence, you are only marketing to 30 percent of those searches Content Advertising Will Become Even More Important Content marketing is not a trend. At least, I hope it is not. If it's, I am out of a job once the fad dies. But, it is getting bigger, and it is no wonder - 70 percent of people said they would rather find out about a business through a post than an advertisement. And, content promotion is cheaper than a number of other types of marketing (also it can produce more prospects). Remember, content promotion can take many forms - from blog articles to videos and infographics. It is kind of hard to do it yourself while conducting your business, so in case you don't have time, consider outsourcing your own content production to streamline your process. Voice Searches Will Continue to Grow Consumers may use voice search almost everywhere now: telephones, smart speakers, laptops, tablet computers, desktop computers. Seriously, it is everywhere. And, by 2020, 50% percent of all searches will probably be voice searches. Optimizing for voice search will include long-tail keyword phrases and conversational phrases ('best pad Thai in Columbus' vs. 'Thai Restaurant Columbus') that individuals would be more inclined to say out loud. Content advertising makes optimizing for voice search a bit easier because it is not as tough to work those conversational key words into a blog post as it is to try to stuff them into your website content the majority of the time. The Surge of Advertising on TV (although not TV as we know it!) It is television, but not as we know it. Facebook, YouTube and Amazon (among others) have their own TV series' now. Netflix and Hulu have exclusive shows you can just see on their own platforms. Video streaming services keep winning Emmy awards. And, because we know that people are watching video on their mobile devices, we are aware that people are seeing those displays. And, there is more to come in 2018. What does this mean to the future of television advertising? Well, as TV migrates into the electronic world, so will savvy business owners, choosing social media and YouTube advertisements as opposed to local TV commercials. Strategic Social Media Will Become Your Best Chance at Reaching Followers It becomes harder and harder to achieve your intended audience on social media, with upgrades and changing algorithms. And, frankly, no business is secure - you will have to fight for your social existence. That is why 2018 will be the year for tactical, actionable social media programs for local businesses and massive brands alike. Get started by building a strong social media foundation so you can amp up your social plan in 2018. We Will Be Marketing to Generation Z in 2018 Everyone loves to hate marketing to Millennials, but Generation Z is now able to begin taking some of the warmth. In 2018, plenty of businesses may wish to begin focusing on Generation Z advertising, so you may as well begin now, because the production spans nearly 20 years. We are going to be marketing to those consumers for decades to come. Transparency Will Become One of the Most Vital Elements of Marketing Transparency and trust are already a big deal when consumers search for local businesses. Everybody reads reviews. They search for your media profiles. They Internet stalk you because they would like to know everything they could possibly know about you until they come to your business. And, the web is catching up. People may leave reviews on your social pages and profiles. Google recently added an excess layer of verification and hope to home services businesses with its Local Services Ads. You will probably see more acts of transparency in 2018, so beef up your review marketing strategy and begin giving consumers a behind-the-scenes look in your business. Insert a human element to your marketing so you're more than a symbol, a product, a service. Bring the transparency in 2018 and you'll be rewarded. The Digital World Will Continue to Move Hyperlocal Local: everyone's doing it and so should you. No, actually. The digital landscape is making it easier than ever for local businesses to interact with consumers. Google Posts rolled out to all businesses in 2017. Facebook Local gives consumers a more localized social network. And those Local Services Ads ensure it is straightforward to prove you are trustworthy. Let us hope we see more of the local focus in search results and social media in 2018 and beyond since this gives local businesses the opportunity to compete with even the largest brands for consumer attention. With all these local advancements, I am predicting that large brands will concentrate on local advertising - getting all their places ranking from the local package in search results, local events, local social media pages, etc.. That means local businesses have to be on top of it than ever. You might have the ability to compete with large brands, but you will have to fight for it in 2018. Thus, make 2018 the year which you construct your best digital marketing plan. Think local and electronic and you are off to a fantastic start.
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