Doesn’t it feel like a new marketing trend emerges every day? The truth is that they’re changing almost at the same rate as technology and online user behavior evolves, and it’s your job as a marketer to keep pace with them.
Staying on top of these shifts is paramount if you want to remain successful and relevant. Twitter, Instagram, Facebook, VR, voice search – which of these tools can you use to your advantage in 2018? Almot every digital channel is bound to get a makeover this year, and you must be ready to embrace the change and adapt to it.
The beginning of the new year is the perfect time to analyze some of the upcoming marketing and reputation management trends to determine what you need to do to make your business successful in 2018. So, here’s a list that you should bookmark.
- Social Media, But Not in the Way You’d Expect
You already know at least one person who casually admits they get their news on Facebook. Well, that’s not a solitary case. 67% of sAmerican adults said they get at least some of their news on social media, and if you think that has nothing to do with marketing, think again.
Users now prefer sharing news content on social media rather than on other channels, or at least news connected to a social issue they’re interested in. While Instagram remains less news-centric and more focused on #foodporn and #goals, other networks like Twitter and Facebook will be changing a lot in 2018.
For marketers, it means they’ll have to use these platforms differently if they expect any engagement. Don’t necessarily think to market your ads as pieces of news, but the content you share in 2018 could use at least some informative value to hit their target.
- Influencers Are Stronger Than Ever
If you’ve been on the fence about social media influencers in 2017, now’s the time to strike a deal with one.
But, here’s the twist: instead of choosing someone just for their online influence, you should find someone who is truly representative of your brand. That’s right, 2018 is all about influencer authenticity, and you need to market your endorsement without them being overtly endorsed.
Make sure to create a relationship with your influencer before going public. The posts need to reflect that friendship and not be solely promotional, so look for someone who genuinely likes your products.
- Video Is the King
Consumers carry a screen with them in their pocket everywhere they go. Not to mention that most jobs today require them being glued to one for a couple of hours.
It’s why you need content that will take advantage of the hyper-connected world. But since you’re also competing for your audience’s attention with other companies, you may wonder what it will take to catch their eye?
The answer is simple: videos.
You can use this medium to get your brand directly to potential customers, as long as you understand that not every moving picture will do the trick. Video has the unique ability not only to send a message but to convey specific emotions as well. Get your audience to feel something when they watch your content, and you’ll see an increase in engagement.
- Chatbots Are Taking Over
You’ve seen them around for years, and no matter what your personal feelings about chatbots are, your sales team isn’t the only one who’ll be using them in 2018.
AI technology is improving, and you’ll witness chatbots being a lot more present in company’s marketing strategy. For one thing, some brands have already started integrating them into customer support. In fact, in just a couple of years, most of your customer interactions may be managed by them. They are available 24/7, don’t need to take a break, and can collect and use data to keep your customers happy.
Start Planning Now
Chances are you’ve planned your 2018 calendar since last year, but if you only stick with what you’ve learned so far, you might see numbers go down.
Of course, there’s no telling exactly how this year will take shape, but you can count on these four points to be a lot more widespread than they might have been thus far.