We are lucky to have followed a number of the wonderful major changes in digital marketing and technology over the last 15 or 20 years. We are sure you have enjoyed living through, following and engaged in these changes too. Looking back, we have seen an outstanding growth in the importance of organic, then paid search, then social media and more recently, unimaginable worldwide growth in mobile and particularly Smartphone usage.
Looking forward, in this article, we are going to review 10 new trends that we think, based on our experience in Digital Marketing Services are relevant for marketers across businesses of a range of sizes. Content Marketing, Predictive Marketing, Artificial Intelligence and Marketing Automation have arrived here. In 2018, they will fully revolutionize marketing, as we all know it, customer engagement being the key inspiration.
But, first, we are interested to know what you think is necessary to you and your business in 2018.
1. Customer Experience
Customer experience is already driving digital marketing at its present state. Facing a significant disruption of the business, firms have to rethink their customer expertise to remain engaging. We at Evincera have synthesized the new strategies deployed to target customers: shorter contents, a lot of personalized and instant, like video or info graphics, are favored. In 2018, the individual and its scope for action are emphasized.
2. Content Marketing
We repeat this again, Content is the King from now!
In 2018, content marketing is going to be what matters the most for marketers, in B2B or B2C, no matter organization or budget. The link between content’s frequency of publication, the chosen angle and the number of client interactions confirms the urge to implement a customer-centric communication, targeted on learning material, disruptive and explanatory work.
3. Mass Personalization
Mass marketing is dead, long live mass personalization! The goal is simple: collect the most customer behavior data analyze it with AI algorithms and then develop tailor-made targeting methods. thanks to big data technologies, the tremendous quantity of data collected from social networks, online purchases, mobile apps downloads or CMS can now be parsed.
4. Conversion Optimization Rate
Conversion optimization Rate (CRO) – which implies an increase in the percentage of users converting into customers through the website – can grow more in 2018’s marketing methods. CRO is closely associated with search engine optimization (SEO) and can double the gains: better organic search and better-converting websites.
5. Cross-Device Marketing
Computers, laptops, smart phones, tablets… we use a lot and lot of devices to seek for information. If plenty of customers are still using computers or laptops, mobile devices use is increasing and more adapted to on time and synthetic information. Companies are currently facing a new challenge: analyze in real time demographic and behavior data to optimize the customer experience according to the place, the time and also the device of the suspect. The aim: better understand buying behavior and propose a relevant content via a multi-channel approach.
6. Data-Driven Marketing
Data is the heart of marketing. To take advantage of it properly, marketers have to exploit it quickly to extract a sharp analysis on customer’s micro-segments. Connected objects, more and more integrated into our daily lives, are collecting more and more information – in 2018, there will be 6 billion connected objects on the market and 30 in every home by 2025 (Internet of Things will help Digital Marketing).
7. Enterprise Blogging
Enterprise blogging guarantees so many benefits: optimize organic search, build a community, set up a participative dialogue with suspects, prospects, and customers… In one word, it’s a highway to create a new relationship with the audience. Supporting an inbound marketing strategy, an enterprise blog becomes essential to drive traffic to the website and interact potential customers. In fact, 70 more leads.
8. Content Marketing Automation
Once the content is made, there’s only left to address it to the proper audience, at the proper time! to gain time, efficiency and regularity in publications, firms are more and more referring to automation tools to promote content through numerous channels (social networks, newsletters, email campaigns and so on). Besides the undeniable efficiency gain, this solution can help reach and retain a community gathered around regular appointments for each person, and set your company as an expert on your themes.
9. Social Marketing
75% of B2B customers use social networks to form a decision to buy. Social marketing is a new B2B approach engineered for listening and exchanging best practices. Sales teams can adapt their offer specifically to their prospects and accompany them on the complete thinking process, building an experience in their field. With its 450 million subscribers, LinkedIn remains the number one skilled social networks and also the priority for social sellers. LinkedIn Sales Navigator integrated solution help generates leads by improving the sales approach and the connection of interactions to remodel the buyer-seller relationship.
Chatbots are the right example of marketing automation solution impacting the business in 2018. These virtual assistants animated by artificial intelligence will bring to customers their answers in real-time. Democratized after Facebook messenger opened its API, the simplicity to install this technique on CMS convinced a lot of company to implement it. Today, their challenge is to offer a better user expertise than a regular client service, using client information. Artificial intelligence is already being replaced with “artificial empathy”. Chatbots will soon be in mutualism with client expectations and automate recurrent tasks to enable humans to focus on client operations holding robust added value.