July 28, 2017
We have already passed the middle of 2017, so it’s time to plan digital marketing strategy for next year. If you’re working at a digital agency, you should already be preparing tactics that will go best with customers. The choice, however, is a bit complicated and requires research.
For example, these days, it seems like everybody is talking about augmented reality and virtual reality. However, these technologies are still far from being a typical part of everyday life and the same could be said about digital marketing campaigns.
What digital marketing strategy trends should we expect in 2018? Let’s see the top candidates.
1. Customer-centered, personalized content
The content that meets specific needs of customers and prospects has been making quite an impact for several years now. It’s obvious that content marketing campaigns will continue to use it as a core focus because it delivers a personalized experience.
Conventional static content is dead because businesses need dynamic websites and effective marketing automation solutions that deliver highly personalized content. This is the best way to communicate with prospects and customers, so good news for e-mail marketers: automated e-mail campaigns will continue to make an impact as well.
Customers want personalized content. A report from Accenture found that 75 percent of customers were more likely to make a purchase from a company that provided recommendations based on buying history and recognized their name. Find more results below.
The same level of personalization will be required in 2018, so digital marketing agencies will adjust their strategies accordingly.
People love visuals. All exciting and interesting content on the web, whether it’s a cute dog playing with its owner, a professor giving tips or a funny commercial, there is always an element of video. Just think how popular GIFs with recipes have become.
A visual like a video or GIF appeals to visual learners who, by the way, comprise more than 60 percent of the world’s population. As a result, viewers are more tempted to take a desired action such as sharing, commenting, or liking.
Digital marketers know very well that interaction is gold in the digital world. It’s way too expensive to concentrate on getting attention without getting any engagement. That’s why more and more marketing agencies focus on effective videos.
This is supported by the fact that more than eight billion videos are watched on Facebook every day. MediaKix also recently projected that the total U.S. digital video advertising budget will reach $14 billion by 2019 – and almost half of that will be attributed to video.
Many influencers have already proven their effectiveness in impacting buying decisions of social media users. For example, around 70 percent of teenage YouTube users reported trusting influencers more than celebrities and brands. Moreover, 86 percent of female online shoppers turn to social networks before making a purchase.
The power of influencers won’t diminish in 2018, so digital marketing agencies will continue to use them. Also, customers can be turned into influencers as an additional weapon of brand promotion.
The basic roadmap for encouraging people to share a word about a brand is the same – recognizing and meeting their needs. If an agency helps the brand to provide solutions and offers that solve problems of its customers, they become more loyal.
If a person is satisfied with the performance of a brand, he or she will share positive information about it at a workplace, in their social circle, or even to strangers.
4. Content development
As it was mentioned above, customer-centric content will continue to make a significant impact in 2018. To keep up with the demand, digital marketing agencies will make sizable investments in writers who can write creative and unique content.
These writers should have a vast knowledge about various areas to create content that could be used by viewers from different industries. In addition to this knowledge, sufficient creative skills are required because all content needs to be connected to the brand on a personal level.
In-house writing teams that provides excellent personalized content is the move that many digital marketing agencies will make in 2018.
5. Authentic images
Authenticity is something that we all value. Next year, digital marketing agencies will use authentic, unpolished, unfiltered pictures to tell stories of brands. Why? Because people are used to perfect designs and stock photos, and no one will be surprised by them. Besides, stock content can undermine the reputation of a brand.
Something real can only be told by imperfections and unique content.
So in conclusion
So far, 2017 has been the most active year for digital marketing agencies. Even more work is anticipated the next year, so many of them are already implementing these trends in their strategic planning process. Stay updated with the latest trends and don’t miss any opportunities.