The Marketing Trends of 2018

Another year over and businesses turn their attention to what the next twelve months look like for marketing. In this frenetically-paced world, what key factors will come into play when it comes to marketing this year?

Instagram is the fastest growing social media platform with some 800 million people using it every month. Brands tend to get more engagement on Instagram, and the platform has great advertising controls. We expect to see much more brand interaction on this platform.

Twitter, on the other hand, has yet to get its advertising right. Authors, for example, don’t bother with the ads here anymore as there’s no convincing ROI. Until this is sorted out and the platform moves on from its stagnation, we doubt we’ll see much growth in the Twitter advertising world next year.

The use of machine learning will revolutionise the management of ads. Acquisio and Trapica can figure out how to optimise ad spending through their machine learning algorithms, helping businesses identify their ideal audience and what works for them.

A survey of marketers by Smart Insights found that the single marketing technique they think will have the most impact in 2018 is still content marketing, as it has been for the last three years. Smart marketers will be looking at all the options they have to create content that engages, informs and entertains, planning an approach that adapts to business needs.

Original content is thought to be something that the big brands will chase in 2018, according to the Content Marketing Institute. Apple plans to spend more than $1 billion on original content, and Google is buying original content from brands and media companies to fill the gaps found in its search algorithms. Facebook too aims to spend on originals videos, while Amazon remains the biggest buyer of original content.

Another key trend is to integrate social messaging apps such as Facebook Messenger and WhatsApp into communications, as both are used widely by mobile users, 61 percent and 50 percent respectively.

Whatever your business plans for 2018, DWD can help. Contact us for budget-friendly, effective marketing that delivers.

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