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As you think about your digital marketing strategies in 2018, it’s important to know not only where the industry is today but where it’s headed. Industry experts are predicting several changes that are likely to impact how marketers allocate their budgets and measure their results. Equipped with this knowledge, you can plan ahead for 2018 and beyond.
1. The Marketing Cloud Will Become More Integrated
One of the most significant trends in recent years has been the growing integration of marketing technologies into a single platform or suite, which extends across email, social media, search engine optimization (SEO), paid search advertising (PPC), website analytics and more. This type of comprehensive marketing automation platform enables companies to manage all channels from one central location.
Why it Matters: As the marketing cloud continues to evolve and become more central to how marketers work across all channels, its potential for enabling growth increases exponentially. Unfortunately, many marketers still aren’t taking advantage of what the technology has to offer. Software Advice predicts that companies will increasingly adopt this approach to speed up time-to-market and make their businesses more efficient as they integrate all aspects of their business processes through enhanced data capture and workflow automation.
2. CMOs Will Change Their Role from Strategist To Disruptor
Thanks to recent advancements in digital technologies such as social media, mobile and big data analytics, small businesses now have access to greater technological resources than ever before — which means they can become major disruptors within the marketplace. This shift could require CMOs to think more like innovators than traditional marketers, challenging them to keep their finger on the pulse of consumers and stay ahead of emerging trends.
Why It Matters: While it’s troubling that almost half (48%) of marketing executives surveyed by IDG Research Services say their company doesn’t use social media for any business purposes, social media now has a direct impact on sales and revenue growth. Marketers must understand how to integrate these technologies into their existing marketing plans so they can drive engagement with customers in new ways. how to get a Wikipedia page approved by supporting social initiatives or looking for channels outside search engines – such as through mobile apps – marketers give potential customers the opportunity to interact with their brand on their own terms.
3. Voice Search Will Continue to Gain Velocity
Voice search is becoming more popular thanks to the rise of smart speakers and virtual assistants, such as Google Home and Amazon’s Alexa. In fact, a July 2017 study by First Orion revealed that only 5% of mobile users have downloaded a voice assistant app — but almost half (47%) use one at least once a day through Siri or other options.
Why It Matters: While brands can benefit from incorporating traditional digital marketing strategies for voice search, marketers also need to optimize for these non-traditional keywords by creating content that clearly addresses what people are looking for when they ask questions out. For instance, marketers might consider creating content that can help answer customers’ questions in response to voice queries like, “Where is the nearest restaurant?”
4. AI Will Continue to Grow and Change
Artificial intelligence (AI) isn’t just growing; it’s morphing into many different types of technology to provide engaging digital experiences across multiple channels. That means marketers will have to navigate this constantly shifting field and know how to use different forms of AI-integrated tools for marketing campaigns.
Why It Matters: Marketers need to understand what tools are available so they can integrate them into their overall digital strategy. For example, chatbots are becoming more sophisticated thanks to advances in machine learning, which allows bots to naturally instead of simply following a script. Using chatbots as part of multi-channel campaigns will enable brands to engage with consumers on their preferred channel and provide them with relevant information, such as product links and promotional offers.
5. Data Security Concerns Will Continue to Increase
One of the biggest concerns for marketers — and all other digital professionals — is data security. A recent study by RiskIQ found that 97% of web pages contain at least one third-party tracking element, which creates more opportunities for cyber criminals to gain access to personal information through trackers or cookies placed by companies outside of the website itself. However, despite these risks most marketers are not taking additional precautions at this time, especially when it comes to customer data. According to an IDG survey, only 2% of marketers report they are using data encryption to protect their customers’ data.
Why It Matters: Digital marketers need to be aware of the growing threats associated with poor customer data security and implement strategies that will prevent or mitigate these risks by facilitating strong authentication measures. Marketers also should look into adding fraud-prevention tools, such as AI technology, to identify potential threats before cyber criminals can act on them.
6. Digital Marketing Budgets Continue To Increase
Even though the number of companies not investing in social media doubled from 2016 to 2017, around half (51%) of marketing executives surveyed expect their digital budgets will increase over the next year. And more than one third (35%) expect budgets to increase by at least 10%. In fact, a recent report from eMarketer predicts that businesses will spend about $57 billion on digital marketing this year.
Why It Matters: Even though the number of companies not investing in social media doubled from 2016 to 2017, around half (51%) of marketers expect their digital budgets will increase over the next year. Marketers should take advantage of these trends and allocate more funds for tools that support digital engagements, such as mobile-first web design or AI chatbots.
7. Native Advertising Will Continue To Gain Momentum
Native advertising is an effective way to reach consumers because it allows brands to match different content types with specific audiences — which makes it easier for them to access information. In fact, Native Advertising Institute’s 2017 Content Marketing Report found that marketers who use native advertising strategies with their content marketing efforts are just as likely to see success from these campaigns
Why It Matters: Marketers can take advantage of the popularity of native ads by creating more engaging content. Using video is a good way to do this because it captures attention and allows brands to better tell a story. In addition, creating ads based on a specific audience helps marketers reach groups more effectively. For example, if a business wanted to target millennials, they could create an ad aimed at them with information about new product features or events they might be interested in attending.
Conclusion
Marketers should focus on providing customers with personalized content that feels genuine; this will help them stand out in an increasingly cluttered digital landscape.
