We’re heading into the final month of 2017! Scary, right? Where does the time go? If your business is anything like E-Power Marketing, you’ve probably started planning, strategizing, and setting ambitious goals for 2018. As you look to meet your marketing goals in the New Year, it’s important to take a look at the latest trends in the ever-changing world of online marketing in order to stay ahead of the curve. Here are a few of the digital marketing trends we’re watching as we say goodbye to 2017 and hello to whatever 2018 has in store.
- Mobile, mobile, mobile
It’s no surprise that mobile is where it’s at – and it shows no signs of slowing down. Mobile now represents almost seven in 10 digital media minutes, according to comScore’s 2017 U.S. Mobile App Report. As we head in to 2018, you’ll likely see more and more brands and marketers focusing on optimizing and creating content specifically for mobile. Think simplicity, fewer clicks, and fast speeds. Not putting a focus on mobile moving forward means losing out on organic search visibility, potential customers, and sales opportunities.
- Ephemeral vs. evergreen content
Marketers have spent a lot of time focusing on creating “evergreen” content that can be used over and over again to drive traffic, engagement, and sales. While that’s still important, there has been a big shift that is likely to continue in 2018 and beyond. Content that only lives for a short time (aka: ephemeral content) like Snapchat, Instagram, and Facebook Stories are becoming increasingly popular and important in marketing strategies. Users are drawn to the visuals and “exclusivity” of the content, and it taps into that FOMO (fear of missing out) part of our brains. Expect to see brands ramp up their efforts with these Stories features and generating more ephemeral content.
- Tapping into user-generated content
People don’t trust brands, they trust people. More than 80 percent of consumers trust recommendations from people they know, and 66 percent trust other consumer opinions posted online, according to Nielsen. With that in mind, it’s no surprise that more and more brands are turning to users to spread the word about their products and making user generated content a core part of their marketing strategy. Think the Starbucks White Cup Contest and Coca-Cola’s Share a Coke campaign. Brands are going beyond Facebook reviews and Instagram mentions to really tap in to user generated content and make consumers part of the story and experience.
- Increased online advertising efforts
If you spend any time at all diving into marketing analytics, you quickly find that organic efforts are only one piece of the digital marketing puzzle. In fact, only 6.5% or less of your followers are likely to see your organic posts on Facebook. To see success online, advertising is essential. Brands are taking that to heart. You can expect to see businesses dedicating more of their marketing budget toward targeted online advertising strategies and increasing ad spend year over year. Learn more about making your social media advertising more valuable here.
- Increased investment in marketing talent
Brands are quickly finding that online marketing takes time, energy, and a wide variety of skills. With that in mind, you can expect to see more companies investing in their marketing departments and strategies in 2018. That may mean hiring new marketing employees, partnering with a dedicated online marketing agency (like E-Power), or hiring experts for one-time projects like video production or a web redesign. However it plays out, brands are realizing it takes a village to handle marketing these days and they're willing to invest in smart, creative, data-driven professionals to get the job done.
Other things you can expect to see more of in 2018? Augmented reality, influencer marketing, videos, and an increased focus on emotional connection and storytelling. Get ready, folks. We’re in for an exciting ride! I, for one, am excited to see how 2018 plays out.