To learn about marketing trends in the coming year, the key is to observe consumers. As consumers are changing the way people behave, companies and marketing teams must adapt to them.
In the following eight marketing trends for 2018.
Content Marketing remains one of the keys to turning visitors into customers. Consumers are looking for information in different formats and on different channels at the same time. In 2018 we’ll see how content teams will integrate: designers, radio, video, social networking and other different formats.
According to the Demand Gen Report study, 47% of consumers saw 3-5 forms of content before starting a shopping process.
We must invest in a multi-format, multi-channel strategy where the same content is presented in different channels and formats in order to respond to the diverse needs of consumers.
As we already know, content marketing is and will be one of the main axes of marketing strategy in 2018, and to this we must add: a personalized experience for each type of client in particular.
Enterprises need to move away from fixed content and move towards dynamism that is responsive to different customer characteristics, i. e. towards intelligent content.
SEO in all its formats
Aligning your SEO strategy with your content strategy is one of the best investments you can make for this new year. The key is to optimize the content in all available formats: videos, images, social networks, etc. You have to invest in SEO before creating new content. In this way you ensure that you increase your chances of converting.
According to statistics, in 2017 90% of all content shared by users on social networks was in video format. Brands that are not using video as part of their social media strategy should start now.
In social networks, live streaming is gaining great relevance. According to Facebook, users spend 3 times more time watching live videos teen videos that aren’t anymore. Live videos are a great opportunity to increase interaction with your customers or users, generate added value to your brand and integrate new formats for your digital strategy.
Automation of internal process
If you work in secure marketing you use some kind of automation software to manage social media publications, send emails or track your prospects.
Nowadays, every company must have a CRM that allows it to identify business opportunities, generate automatic emails, schedule meetings with customers in a single click, etc. If you’re wasting time on manual activities is because you’re not doing something right, there are tools to automate almost everything.
A.I. (Artificial Intelligence)
For many people. The words artificial intelligence may sound like something from a futuristic or distant movie, although you’re probably already using it every day. If for example you have asked Siri about the weather, you are already a user of artificial intelligence. Although it can be considered as something of the future, within the next 12 months we will see an increase in its integration with most of the tools we use on a daily basis.
Chatbots are a good example of how automation will make a big impact on the way you do business in this year. Chatbots or “virtual assistants” provide customers with real-time responses at any time as a support chat. After Facebook Messenger opened its API, many companies started testing these tools. This wizard allows you to automate repetitive tasks so that customer support teams can focus on adding value.