In 2018, digital marketing will continue to evolve and display more relevant offers. There will be new and effective ways to attract attention. Current approaches lose their relevance and marketers try to use smarter ways. We are moving in the direction of big data where all information will be analyzed. Now there is no need to show every user anything. It is important to analyze their preferences and give the best offer. Let's see what will dominate the digital marketing trends in 2018. With top trends in marketing 2020, you can read in our new article.
Video content is gaining popularity. This trend has persisted for many years. More and more companies prefer to run their own channel on Youtube. According to HubSpot, 43% of people want to see more video content from marketers. Let's remember the story when a short video advertisement of a car allowed the owner to sell his Honda Accord 96' for $ 20,000. Wow! This ordinary old car had 141,000-mile life and the starting price was only $499.
The right video content can increase the sales of your product. In addition, online video is ahead of the popularity of traditional TV among young people and teenagers. If your target audience is among the younger generation, we recommend paying attention to this channel of interaction with consumers.
Virtual and Augmented Reality
We fully share the opinion of Mark Zuckerberg that virtual reality is a new and exciting environment. People are not yet fully aware of how it can be used for marketing purposes. Basically, virtual reality is used in the gaming industry. But large companies are already introducing new technologies into their business. For example, the company Ikea offers customers to see a 3D layout of furniture right at your home. A great idea to get even closer to the buyers. To do this, you will need a smartphone and a special mobile application.
Undoubtedly, virtual and augmented reality will develop in 2018 and offer marketers more opportunities for interaction with customers. Moreover, these technologies become more accessible to ordinary users from year to year.
Organic traffic as an alternative to Goolge Adwords
A huge number of companies spend money in Google Adwords and do not get results. The cost of a click in some niches can reach up to $1000. The market is heated and further increase in value is not cost-effective. Many companies began to look for new methods of obtaining potential customers. Organic traffic is an excellent alternative to Google Adwords. In addition, the cost of attracting the client is much lower. SEO optimization of online stores can bring far more customers than paid traffic. In other cases, it makes sense to blog. Quality content always attracts the attention of users and makes them more loyal to your brand. Read the story of Marcus Sheridan as he increased sales using the blog. Now his company earns several million dollars and it's only thanks to the blog.
Advertising is, but it is not visible. Marketers have long noticed that unobtrusive advertising has very high efficiency. Often you can see adaptive advertising in movies. When in the short scene the protagonist drinks Budweiser beer, calls from the iPhone or uses a car of Audi brand. All this is advertising that runs on a subconscious level. In online marketing, it is more difficult to achieve this effect. But this does not mean that it is impossible. For example, Google offers its site owners to place ad units with adapted content. Scripts independently analyze the subject matter of the page and organically display relevant ads. For this, there is no need to redesign the website.
This kind is several times effective than traditional ad units. Undoubtedly in 2018 adaptive advertising will continue to develop that will give more opportunities to online marketers.
The development of the brand community allows us to gather a group of people who are loyal to your products. This is a very long process that needs planning and financial costs. One of the most important criteria is honesty. Creating your own community is a difficult process, and you can quickly lose it with one wrong move. Thus, it is very important that the best PR-agents and marketers work in this direction.
An excellent example of creating their own community was demonstrated by Lego. They created the web application that enables each user to offer his idea. Users can vote, leave feedback. The most interesting is that the most popular models enter the market and the author receives a percentage of sales. To design such a project you will need to hire developers or choose a right web development company.
Advertising with the use of big data
Advertising without analyzing any data is rapidly losing its effectiveness. Users are tired of irrelevant ads. Large companies are spending huge amounts of money to better understand the preferences of their users. For example, Amazon website has huge databases. It stores information about purchases, credit cards, personal data, but it should be noted that about 40% of the total space is occupied by information of visit, views and clicks of users. Amazon analyzes the information in detail and clearly understands the preferences of each user.
If your site has many users, we recommend that you pay attention to it. This is a long process that can bring additional income in the near future. In the future, more and more companies will allocate resources for the development of algorithms for analyzing big data. Due to trendy web development technologies, they can increase their income. Free resources will allow them to spend more on advertising and marketing. At the same time, small companies will find it increasingly difficult to receive and retain customers.