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Predictions for Digital Marketing in 2018

Digital marketing is growing stronger. Because it is almost the year-end, many companies are busy planning their digital marketing strategies for next year. So many things are happening in ecommerce and online advertising and marketing. For those who have not yet finalised their plans, here are some predictions about digital marketing that may affect your business strategies. 

LinkedIn to rise while Twitter may fall

This prediction holds traction because the growth of Twitter in 2017 remained stagnant while other social platforms have been gaining ground. Twitter expanded its character count from 140 characters to 280 characters for each post, but its success has not yet been felt. Some users did not like the increase. The previous limit forced brands and individuals to be more brief and precise in their tweets. The company also focused on acquisitions this year instead of improving and growing its ad platform. LinkedIn offers new opportunities for B2C and B2B brands, while Instagram Stories are now more popular than Snapchat. It’s also predicted that Snapchat users will migrate to Instagram Stories in 2018.

Behavioural marketing and artificial intelligence will work together

This year, marketing platforms were able to collect and store information from consumers, from browsing patterns to site usage, content preferences and search history to build customer profiles. They use their collected data to formulate marketing strategies that include custom messages. According to Adobe, machines will be able to begin developing strategic marketing decisions, because they now have the capability to analyse data. They will able to divide consumers into segments, begin and halt campaigns across online channels and even produce custom messages focused on specific audiences. AI-powered live-chat tools will continue to develop, using tools such as Drift, Intercom and others for a better online experience.

Higher investment in influencer marketing

As a marketing strategy, influencer marketing has been gaining popularity and many more brands will be using this approach. Different brands employed this strategy in 2017, with several beauty and clothing brands achieving great success. Brands will continue to give their consumers chances to suggest products, like the ”Share a Coke” campaign of Coca-Cola and the ”White Cup Contest” of Starbucks. Amazon is already starting to use influencer marketing to a greater degree, with the creation of its dedicated vanity URL.

New ad formats to elude ad-blocking technology

Consumers love ad-blockers but they make marketers lose millions. Google is creating a Chrome tool that will mute the sound of auto play videos. However, social platforms like Facebook have the capability to disable ad-blockers from their websites, helping content from different businesses to be seen and displayed. YouTube Kids, while free, is supported by ads, targeting audiences age 6 to 12. The channel comes with time limits, content preferences and parental controls. Streaming sites like Amazon Video, Hulu and YouTube have built-in ads and Netflix is starting to follow the trend.

Accenture is developing an AI-driven product placement technology that is projected to be a million-dollar revenue generator. It will be addressing the issue of ad-blockers. The solution will be able to immediately scale, position and personalise products and logos that can appear in content related to consumer searches.

These are just some of the new ecommerce trends predicted to be used in 2018. Get help in formulating your own online strategies for digital marketing in Cornwall with a team of experts who keep close tabs on new and future trends in online marketing.


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