Trends for Australian Digital Marketers in 2018

Digital marketing was most definitely one of the top career trends to come out of 2017. So, here’s an article just for them!

Digital marketers are expected to keep up with the trends and technology impacting the industry and their company. In a fast-moving and ever-changing globe, this might seem like an overwhelming task, but the secret to success is to understand your audience and create a marketing strategy that provides an awesome customer experience. As 2017 wraps up and we look ahead to 2018, here are the top trends you will need to consider within your digital marketing program.

 

Machine Learning and large data

 

Machine learning and big data is set to transform the way that companies interact with customers. Deep learning and natural-language processing techniques will enable marketers to make better predictions about client behaviour, which will allow for more customised content across an already professional website design.

 

According to Salesforce, high performing marketing teams are twice as likely to utilize artificial intelligence (AI) in their own campaigns. 57% of marketers that are already using AI state that it’s imperative to help them increase touch points with their viewers.

 

This is a trend which you can’t discount in 2018, so take charge of the information and work in cooperation with AI-based automation to improve your customers’ experience.

 

Micro-moments

 

In the last few decades, there has been a general shift towards using mobile phones for all sorts of consumer purchases. Whether it’s buying groceries or a mortgage, practically everyone reaches for their telephones to conduct research which is what makes multi screen web design so important in a custom web design.

 

Customers also expect brands to react instantly to their needs by providing them with reliable information, whatever the time and place. These instances are known as “micro-moments” and are game changers from the electronic world. In 2018, micro-moments will certainly get more attention from entrepreneurs, who will attempt to supply a personalised, time and location-relevant user experience.

 

Personalised content

 

While content promotion will continue to be an integral part of marketing strategies in 2018, the attention will shift away from conventional static content to more dynamically rich content. A well-planned site and marketing automation program will help to make this happen. Personalisation of content will assist in offering unique, tailored experiences for clients. HubSpot defines this as “smart content”.

 

This will be an integral field of marketing as HubSpot implies that the vast majority of customers favour companies that produce personalised content and therefore are more likely to opt for these firms for future purchases, which also means tools like AdWords may become increasingly ineffective in the coming years.

 

Dark social

 

Dark social refers to individuals sharing content via personal channels. Consumers are currently using dark social at a growing number to engage with one another discreetly. This tendency has been mostly driven by mobile messaging and companies should explore this special opportunity in 2018 to target market demographics and expand their reach.

 

Video content and live streaming

 

In 2017, video streaming accounted for three-quarters of all online traffic. Over half of advertising professionals throughout the planet feel that video content will provide the best return on investment. Earlier this season, Facebook began using six-second advertisements to engage customers with concise messages and YouTube has been quick to follow suit.

 

Video will continue to control social and it is expected that live streaming is going to have a massive uptake in 2018, particularly with younger audiences. Research indicates that audiences spend three times more watching live streams compared to pre-recorded video. It is estimated that the average viewer will observe 36 minutes of online video each day on mobile. At exactly the exact same time, mobile video advertising spend is estimated to rise to $18 billion.

 

Chatbots

 

In 2018, more brands and businesses will begin to integrate chatbots in their communications to increase customer service and enhance the purchasing experience. According to Gartner, it’s been estimated that by 2020, 85 percent of interactions in client relationships will be with chatbots.

 

Chatbots are intuitive, automated and driven by AI. They’re better at driving client engagement because they may facilitate quicker, more effective discussions. Firms across various businesses are already researching chatbots to drive involvement. In 2018, chatbots will be an integral ingredient for digital marketing success.

 

Online advertising

 

Online advertising spend has always shown an upward trend. Statistics from eMarketer reveal that display advertising cost is forecast to reach $41.87 billion in 2018, if you are an AdWords agency then expect a boom in clientele. Programmatic advertising is going to be the principal method of trading display, accounting for almost 80 percent of U.S. screen spending. It’s anticipated that next year, Facebook will create about $20.2 billion in display advertisements.

 

Summary

 

From predicting user behaviour using information and machine learning to mastering micro-moments and 24/7 customer support via chatbots, 2018 will present several opportunities for brands and companies to reach customers, create engaging conversations and help to construct long-term relationships. Constantly evolving technology brings with it newer challenges and opportunities, and in an always-connected world, entrepreneurs will have to be agile and flexible to succeed.