The digital marketing industry continues to grow at a blistering pace. By 2020, it is expected that digital ad spending will hit $113.18 billion, double what was spent in 2015.
As the industry advances and evolves in 2018, here are a few of the trends you can expect to arise:
- Machine learning: The vast majority of business leaders and executives agree that we will see significantly more machine learning-based automation in the future. It is imperative that companies are able to quickly and accurately respond to shifts in consumer behavior, and machine learning can help make that process much smoother. The technology has already been used to great effect in the fields of healthcare and fraud detection. In fact, PayPal used its predictive abilities to fight against money laundering. We will see where the technology takes us in the marketing world!
- More private engagement: Companies are beginning to communicate with their targets in more private channels, beyond their public social media feeds. Expect more marketing strategies to focus on messaging apps such as WhatsApp, WeChat and Facebook Messenger. So-called “dark social” is responsible for about 84 percent of outbound sharing, which means marketers are going to find ways to use it to their advantage.
- Analysis of micro moments: About 96 percent of internet users conduct quick research on their smartphones. Successful brands will be able to anticipate the kinds of impulsive research performed by smartphone users, known as micro moments, by offering the exact right information to the user who is in need of it. This ability to deliver quick and accurate information will lead to more people making on-the-spot purchase decisions or actions.
- Continued growth of video: The last several years have seen video marketing grow at a tremendous rate, and that is expected to continue in 2018. More than half of all international marketing professionals say video content provides the best ROI. This is especially true in younger users, who are viewing video on more devices than ever. Social networks continue to invest big-time in video content, and six-second bumper ads are becoming an increasingly popular tool to hit audiences with quick branded messages.
- Personalized content: Brands will continue to find new ways to personalize their content to their audiences. We have already seen personalization tactics flourish in email marketing. Expect to see this across a wide variety of other channels as well, as a majority of consumers are more likely to switch brands if they feel like they are treated as people rather than numbers.
Prepare for 2018 by working with our team of digital marketing professionals at Spin Creative!