5 marketing trends to look out for in 2018Article
In the last few years, organizations globally have begun adopting digital transformation as a way to do business. Investments in digital assets have gone up. And marketers are looking for ways to use digital technology for better business outcomes.
Here are five emerging trends that could drive marketing in 2018:
1. The future of voice search: Thanks to Apple’s Siri, Amazon’s Alexa and Google’s voice search, technology in voice search has gained strength and the future of voice search looks robust. As millennials shun searching by typing keywords, digital marketers and brands are working on making it easier to do voice search on the internet.
As voice search comes more into practice, it will transform the way information and communication is processed. Digital marketers will be forced to optimize their content and tailor their SEO strategy for voice search. Long-tail keywords will become important. And greater emphasis will be placed on natural phrases that people use while talking.
2. Micro-Moments: According to Google, “Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.”
In its research Google asked 1000 smartphone users what kind of actions they take when they need to learn about something. The result? “Over 14,000 responses, ranging from choosing a restaurant to looking for coupons at a store aisle to planning a family vacation. Detailed in these responses were thousands of micro-moments when people turned to their devices for help.”
Mobile has become an indispensable part of our daily lives. And consumers are going through such micro-moments hundreds of times in a day. Marketers need to create and push content as an answer to those moments. By understanding these micro-moments in the customer journey, marketers can share content that is relevant to the consumer at any given point in time and expect consumers to respond to their messages more positively.
3. Augmented Reality (AR) and social media: Two things that by sheer integration have the potential to revolutionise marketing are mobile devices and augmented reality.
Technologies in augmented reality and mobile devices have become so advanced that they can be paired to give a new experience to users. Developers are making sure social apps will be able to better integrate with augmented reality as well. This opens up new opportunities for marketers. Last year Pokémon Go used location-based augmented reality content and quickly gained success in getting people to use its app.
Seeing its success, this year Instagram and Facebook will soon be integrating this technology into their platforms and brands can make use of that integration to promote themselves.
4. Live video: Videos are becoming increasingly popular with marketers. The level of involvement that videos are able to create is unmatched when compared to any other form of content creation. However, with social media platforms such as Instagram, Twitter and Facebook making live videos an important part of their content creation, brands can use this opportunity to make live videos a successful tool for their own content delivery.
A live video stream by a brand can get instant feedback from users. They also come across as more authentic. Moving beyond live video there is virtual reality video where users can immerse themselves in the video and experience the product more viscerally. Brands are also doing 360-degree videos to provide customers with a more life-like experience.
5. AI and customer experience: A major change is already underway in how brands are responding to customer complaints and solving their problems. The use of chatbots in handling customer care is not only saving time for customers, it’s also saving cost for businesses.
Chatbots are helping prospective buyers in the purchase process by answering their queries and guiding them to the product that is most suitable for them. By driving complex data analytics, AI will help marketers create personalized customer interactions. By analysing past behavior it will also enable marketers to have proactive engagements with their customers.