As 2017 winds down to a close, many in the digital marketing world are looking ahead and where our industry will go in the new year. At Webstract, we have some ideas ourselves. The truth is that no matter who’s doing the predicting, the online interface is ever-changing. The only thing that’s certain about digital marketing trends in 2018 is that an effective marketing campaign needs to be flexible.
Twitter influence will go down while Linked In will rise
Almost all social media platforms have seen growth that’s either rapid or at least steady. This is not true of Twitter. In 2017, Twitter didn’t grow at all. In response, they upped their 140-character limit to 280 characters. The results of this have yet to be seen but based on the immediate reactions of users, it doesn’t seem to be a popular change. Linked In, on the other hand, has done nothing but add new features in 2017 and grown tremendously as a result. We expect this to continue.
Privacy is going to be essential in 2018
Countries across the globe are legislating new privacy regulations. Any brand that sells internationally need to be ready to comply with them. One of the biggest examples is the European Data Protection Regulation, which affects all organizations and redefines what online privacy means. It includes restrictions and requirements for permanently erasing customer information and regulations and restrictions for how data is collect and how it is used.
To some U.S. companies, it may seem frustrating to have to comply with European regulations. The truth though is that with several major data breaches in the United States in 2017, more and more clients are going to have digital safety on their mind. Users and consumers are likely to start to prioritize working with a company that protects their privacy.
Video will continue to get more popular
At Webstract, we’ve long offered custom video to clients. Today it’s one of the most influential and popular digital content options. If it’s done correctly, it can have a hugely positive impact on a business. This is due partially to the fact that the average person’s attention span is decreasing, and because more and more cell phone users no longer have data restrictions to keep them from videos. As an added bonus, video content is also an effective way to boost search engine results.
Voice marketing will see a boost
Google claims that about one in five mobile queries is a voice search. Considering the massive sales numbers of Alexa, Siri, smart fridges, etc. over the holiday season, it looks like marketers need to get ready to market to these specific types of searches. Advertising in places that are less than traditional, for example, marketing smart-fridge recommendations, is also essential.
No matter where the industry goes in 2018 you can count on one thing: Webstract will be here to ease you through. To find out more about the many ways in which we can work to grow your business, reach out to us at 855-201-5800.