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Digital Marketing Predictions for 2018

10 January 2018

Our digital marketing predictions for 2018

With the new year underway and businesses already planning their new digital marketing strategies, we’ve put together 5 areas we think will see big growth and widespread adoption within 2018’s digital landscape.

Micro-Moments

A micro-moment is an intent-rich moment when a person turns to a device to act on a need – to know, go, do, or buy. In these moments, decisions are made and preferences are shaped. Google categorises them into 4 different micro-moments:

  1. I want to know moments: When someone is exploring or researching but is not necessarily in the purchase mode.
  2. I want to go moments: When someone looking for a local business or is considering buying a product at a nearby store.
  3. I want to do moments: When someone wants help completing a task or trying something new.
  4. I want to buy moments: When someone is ready to make a purchase and may need help deciding what to buy or how to buy it.

Why will this area grow in 2018? People are checking their mobile devices over 100 times a day, with mobile usage dominating search and social. Your customers demand instant results, and they trust brands that give them what they want when they want it. Decisions are made within these micro-moments and it’s up to the brands to be there at the right time in order to be the brand that consumers choose and ultimately win the sale.

Chatbots

Chatbots are computer programs that mimic conversation with people using artificial intelligence. They are transforming the way people interact with the internet from a series of self-initiated tasks to a basic conversation. Right now they’re being used for a wide range of functionalities: news and information, shopping and food ordering, planning and scheduling, advice and conversation, and more.

Why will this area grow in 2018? People are now using messaging apps more than social networks, and Chatbots are giving brands the ability to start new conversations with existing and potential customers. With the improvement of AI and specialised functionality, it’s opening up a new level of services that businesses can offer, automating simple customer service tasks and making day-to-day business functions easier to run and manage.

Not only that, but Chatbots feed the need for our instant and always on demand for information and service (similar to what we mentioned within the micro-moments segment). Chatbots are working 24/7, helping customers whenever they need them and answering them instantly.

Voice Search

Voice search allows users to use search engines and apps by speaking directly into their device. This can be done across connected mobile, desktop and home devices. Voice Assistants can also complete other tasks such as setting an alarm, making a call and ordering food.

Why will this area grow in 2018? At present, voice search currently accounts for 20% of online searches, and that figure is expected to rise to 50% by 2020 (we think probably even sooner!). Voice-enabled devices have been a consumer hit as well in 2017. With a shift from mobile-only voice commands to more ubiquitous search assistants, products such as Google Home and Amazon Echo are starting to show up in nearly every household across the globe. Even if you don’t have one yourself, we’re sure you know someone that does. We think 2018 will see much more voice search adoption by brands as well as in increase in connected devices too.

Live Video

Real-time, live video footage and streams across social media platforms saw huge growth in 2017 and we think that trend will continue into 2018. Major social platforms such as Instagram, Facebook and Snapchat are giving businesses a new way to share their story, whether it’s via live events, interviews, behind-the-scenes footage or product launches. All of these are now live and instant, giving users the chance to experience something real and different, no matter where in the world they are.

Why will this area grow in 2018? Video content is still king for social media campaigns, and live video helps expand on making great content. Live video traffic is expected to grow x15 by 2020, and social media platforms themselves are putting more focus on this by increasing functionality and prioritising live video for increase reach and engagement.

GDPR

The Global Data Protection Regulation (GDPR) is a new EU Regulation that aims to protect EU citizens from privacy infringements and data breaches. The GDPR gives consumers full control over their personal data.

Why will this area grow in 2018? GDPR comes into effect on May 25th this year and is already at the top of many businesses’ minds. It’s the biggest change in data protection in over 20 years, and existing digital marketing strategies will have to adapt to the changes if they haven’t already. User consent must be given and not assumed, database and email lists may need to be rebuilt and third-party service/software providers may change T&Cs and offerings. Without a doubt, GDPR will cause a huge shift in data collection and retention across the digital marketing landscape.

 

We want to know what you think – do you agree with our predictions? Do you think we’ve missed something? Leave us a comment and let us know. Oh, and happy new year! 🙂 

 

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