So, what does 2018 have in store for digital marketing?
Smartphones are pushing laptops out of the way, and fast. 95% of people using mobile phones use Google for searches. Mobile phones have been the most popular devices for internet searches for the past 3 years. Taking these factors into account, Google is choosing to go mobile-first and we predict that the rest of the web will also follow suit.
What does this mean for businesses?
Invest in optimizing your website's mobile experience. Make your app user-friendly. 2018 will be all about anticipating what makes a consumer pick up his phone and perform a search. Brands need to be in the right place, at the right time, with the right information.
What do you think about pop-up ads and generic advertisements when you are online? That's exactly what your customers think of them too. Personalised, natural and organic advertising is the mantra. Avoid over-selling and boring clichés. Be genuine, human and interactive when trying to engage your customers.
Say “Hey Google”
The rise of voice searches, thanks to personal assistants such as Amazon Alexa and Google Home, are changing the face of keyword-based SEO. Long-tail keywords will become more relevant, relative to how queries are made verbally. Sounds simple? Imagine how many customers you will lose if you haven't thought of changing your content to cater to this change?
Artificial intelligence (AI) is already being used to gather statistics and predict customer behavior. It is no surprise that 20% of AI technology is related to marketing. Have you ever seen ads for products that you have previously browsed, being showcased on other websites? Yes, that's AI at work. The voice searches mentioned in the above point also use AI.
We have just scratched the surface of the utility of AI in digital marketing. As machines learn to analyze behavior patterns and gauge content better, their effectiveness will increase exponentially.
Seeing is Believing
The use of visual media for digital marketing will become more significant than ever in 2018. Website visitors are four times more likely to watch a video than to read an article. Why do you think social media sites like Facebook have chosen to invest in live streaming? Getting on board with live videos could set your business apart from the rest. It's fast, it's easy and it works.
In order to keep from falling behind in the digital rat race, there are a few practices you must follow. Don't be afraid to dip your toes (and put your money) into different modes of digital marketing. Be excited as a digital marketer, to learn about new strategies that are being used to gain and retain customers. Be a trendsetter in the business world; nurture and create a brand that consumers love to be associated with, and you will soon be the talk of the town.