Marketing Trends For 2018


With frantic holiday sales now over and work in full swing, it’s time to implement your new year marketing strategies. Whilst I don’t doubt that they will be brilliant, there are a couple of trends that have been predicted to take over this year that you should consider. It’s never too late to adapt your strategy and stay on top of the latest trends. Here are five digital marketing trends set to take the advertising world by storm this year.

It’s All About Influencers

In basic terms, ‘influencer marketing’ is the process of identifying, researching, engaging and supporting the people that can create conversations that impact your brand. This is typically through a person that has a large following (a ‘mirco celebrity’) that you believe would be interested in your products, goods or services. Influencer marketing has grown in popularity for the past few years but now new and different types of businesses are starting to notice it’s potential. A study has shown that on average for every $1 invested in influencer marketing businesses have seen $6.50 generated in return. Nearly 95% of marketers that currently use influencer marketing believe it is extremely effective an we only expect this number to rise.

Live Videos Are Going Professional

Video will continue to reign supreme as the most engaging form of content available throughout the year but more businesses are going to utilise it in 2018. Not just staged, edited and revised videos – but live videos. Every social media platform has jumped on the bandwagon and created its own form of live streaming, with new features being added frequently, but the idea of being to engage in real time with consumers is the best use of live entertainment. With more and more businesses using this platform, shaky hand-held footage just won’t be acceptable anymore.

Ads Are Getting More Personal

Impersonalised email blasts are going to be a thing of the past, with more businesses opting for the personal touch. By focusing on personalising each interaction with a customer you’re building a connection and establishing a relationship. It’s with this existing relationship that you stand to make profit from, so understanding your customers and giving them individual attention puts you in the best position to compete within your industry in 2018.

Speech Is The New Search

Google has said that 20% of mobile searches are now made through voice queries, and that number is only going to increase as more and more consumers are purchasing the likes of Amazon Alexa and Google Home. With search adapting, search ads need to follow suit. With no screen space to show text ads, advertisers need to get creative when it comes to targeting these consumers. We believe that Search Retargeting could be next the best alternative, but with technology developing each day there could be something new right around the corner.

A New Form Of Product Placement

The world of product placement as we know it is in for a big change. Accenture began working on product placement technology that could could solve the current ad-blocking crisis facing advertisers. This AI driven solution will be used to scale, place and personalise logos, products and advertisements that would typically appear in content. For example, if you had been researching the latest iPad Pro online then decided to switch over to your favourite Netflix original series you could be faced with your favourite character using the same tablet, an advertisement within the show featuring the tablet or even the tablet as a prop within a crucial scene. This can be tailored to each users search behaviour, allowing hyper-personalisation and retargeting to work together when customers are the most invested in content. How crazy is that?

Whilst some of these trends might never fully kick off, or their success is heavily influenced by new technological advances that don’t quite work out, we believe that these are the things to look out for in 2018.

Lauren Beales. All-round digital marketing guru.