5 Marketing trends that must be embraced in 2018
All businesses regardless of size will need an effective marketing strategy in 2018. The marketing strategy will in a large part be influenced by the marketing trends. Here are 5 Marketing Trends that must be embraced in 2018.
1. Live Streaming – It’s no surprise that video continues to dominate social. Expect to see a continued shift towards video content and, live video. Video streaming was 75% of all internet traffic in 2017 and there are no signs showing things will slow down. Studies found viewers watch live streams 3x longer than prerecorded video. Look for major platforms such as Facebook, Twitter, Instagram and Snapchat to double down on live videos by improving feed quality and adding more interactive features. (Ro (Rougeyar) Parry, Huffington Post. August 16, 2017).
Consumers are no longer satisfied with faceless, generic marketing. They want and expect real human connections. Businesses are using live video streams to establish real-time human connections with their audiences. Whether it’s streaming a product launch, running B2B webinars, offering Q&A sessions or streaming product reviews, live videos are becoming an established part of small business marketing strategy. And when you consider that 80% of audiences would rather watch live video from a brand than read a blog, it’s a marketing opportunity that really can’t be ignored. (Sarah Hanney, September 26, 2017).
2. Mobile Video – Mobile video ad spend will grow 49% to roughly $18 billion in 2018, reports Recode, while non-mobile video ad spend is expected to fall 1.5% to $15 billion. You can expect to see a decline of video consumption on laptops and computers for the first time — while video views on phones and tablets is expected to grow by 25%. The average viewer is expected to watch 36 minutes of online video per day on a mobile device, as opposed to half as much — roughly 19 minutes — on a computer. (Ro (Rougeyar) Parry, Huffington Post. August 16, 2017).
Related is the increased use of mobile search on your website. In fact, Google will index your website mainly on the mobile experience it can give to users. Your mobile version will essentially be the first, official version. Google will firstly see the mobile version of your website and will generate SERPs based on the information it gets from your mobile version. Basically, there will be a switch between the desktop version and the mobile version. This is Google’s Mobile First Index.
3. Growth Hacking – Also known as growth driven tactics, these are marketing processes specifically targeted for increasing growth in revenue. SEO is the still one of the best growth hacking strategies simply because you are getting more traction from people who are already inquiring about your product or service. As technology evolves to allow additional search options, you must adjust your strategy to meet your audience where they are looking for you. Attracting leads with awesome content and exciting twists (such as a giveaway or a challenge) can help move the dial in converting these leads to sales.
Social Media platforms are increasingly exploring options for users to move beyond simply sharing content by allowing them to publish their own content. Over the last year LinkedIn has been growing in popularity as a publishing outlet, with many companies using the platform to boost their B2B marketing via influential articles. Snapchat and Instagram now include linking features that allow users to swipe to read articles. And Facebook’s Instant Articles is becoming increasingly popular with many content creators using the feature to publish their articles directly to the Facebook App.
Content marketing is no longer just about creating great content for your website. It’s about getting your content in front of consumers where they’re already at. And using Social Media as a publishing outlet is an effective way to do so.
4. Explainer Videos – Explainer videos are short, uncomplicated videos that explain your company’s product or service. They pack a big punch when it comes to driving results. The visual elements in an explainer video help viewer understand more about what’s explained with only a few short sentences. On websites where an explainer video is present, they are 4x (wirebuzz.com) more likely to watch the video than to read text on the page. An example of an industry that’s taking on explainer videos head on is Healthcare — where animated videos can work best to communicate complicated ideas and educated the patient beyond their doctor visit.
5. Chat Bots – We’ll continue to see a sharp rise in companies integrating chatbots as a valuable communication asset that helps drive marketing strategy and improve customer support. In fact, it is estimated that 85% of interactions will be with chatbots by 2020, according to Gartner. Chat bots are driven by a predefined workflow and help drive customer engagement and facilitate faster conversions by answering questions or offering suggestions. Use of chat apps has surpassed the use of social media and audiences will expect it from most companies.
If you are looking to step up your marketing game in 2018, please email me at DanYoung@b2bcfo.com to learn about a Complementary Assessment.
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