As 2017 ends, we have to find out the digital marketing trends which worked throughout the year and are going to impact in 2018 too. Throughout the year, we saw some revolutionary changes in Google Algorithms, Social Media Management Softwares, landing page structures, Ad serving platforms, so on and so forth.
Most noteworthy trends include AMP enabled landing pages, location data integration with YouTube ads, Personalized E-Mail Marketing, Physical – Digital Channel Integration with the help of Machine Learning, content marketing, and big data. European eCommerce has seen the trend which influenced legally due to Google has changed their Shopping portal policy. (EU Google Shopping Policy)
Stats say it all!
According to a Techcrunch report, AMP powered with more than 2 billion mobile pages and 900 thousand domains as of the mid-year 2017 data and that shows the adaptability of technology among publishers, brands and bloggers. A Statista (2016-17) report indicates the open rate for personalized emails was 18.8% as compared to 13.1% of emails without a personalized message.
Trends to be followed by all Digital Marketing Professional in 2018
If you want to make a bucket list of new Digital Marketing innovations and trends for 2018, here are some provided below:-
#1. AR Apps
AR apps are not that new to the tech world but the integration with different social media platforms with different strategies can be a money spinner for all advertisers and Digital Marketing professionals.
The New York Times is already pioneered in using Virtual Reality in journalism till 2016. In January 2017, they teamed up with IBM for entering into Augmented Reality for the first time. The design agency of New York Times has collaborated with IBM for making an AR app in order to promote a 20th Century Fox Movie called “Hidden Figures”.
Image Source:- adweek
The most recent and trending Augmented Reality App was IKEA PLACE by the IKEA brand which launched in September 2017. The app has the solution to all home décor lovers and brought some amazing features of visualizing furniture in a drawing room, adjusting as you like and then purchase if all goes well.
Image source:- VRScout
Recently exhibit magazine has started the new Twitter campaign called #ARwithShahid which grabbed all Twitterati eyes and was considered to be the successful integration of an AR app and Twitter platform.
In 2018, this trend shall be extended with large opportunities for integration of AR apps and different social media platforms. Also, social media platforms have to add features in order to support this kind of technology and in order to increase their user base.
The most crucial platforms for promoting brands through AR apps will be Instagram and SnapChat. Instagram and SnapChat stories can create a pathbreaking visual journey of brands. So, brands should definitely use these platforms in order to launch new products, increasing interests in existing products and finally influencing purchase decisions. Augmented Reality will now even impact on purchase decisions of buyers who wants the product in no time.
There will be opportunities in future for developers in order to earn money by providing advertising space in AR apps. These opportunities shall attract different ads serving platforms like AdMob, StartApp & Appsamurai. These ad serving platforms can also provide opportunities to brands in order to promote their AR apps. If brands want more revenue through AR apps then these apps should get support from both Android and IOS.
#2. Programmatic Advertising
Programmatic advertising is an automated decision-making process regarding media buying and selling by incorporating Artificial Intelligence and Machine Learning. There is lots of confusion regarding “programmatic” as it is only considered to be Real Time Bidding (RTB) but this is the wrong assumption. Programmatic advertising is more than that and now it also enters into TV advertising. The purpose of programmatic advertising is to streamline targeting and ad placing for brands which are very complex and time-consuming in manual optimisation techniques.
Is the Marketer’s job in danger?
Programmatic advertising won’t be taking the jobs of marketers but complements them and AI will help in automated optimisation so they can focus on other important aspects such as budget allocation for Digital Marketing, strategies to be used etc.
2018 trends for Programmatic Advertising
Image Source:- businessinsider.in
BI Intelligence report estimates that Programmatic & Real Time Bidding will account for $18.2 billion of US digital Ad sales in 2018, up from just $3.1 billion in 2013. IAB (Interactive Advertising Bureau) estimates that programmatic advertising spend will reach up to 50% in 2018 as compared to just 28% in 2013. There are 4 companies including AOL, Criteo, Rocket Fuel, the Rubicon Project have majorly penetrated the Programmatic Advertising field since 2013.
Potential Barriers towards Adoption of Programmatic Advertising
- Losing Control
- Internal Resistance at Ad Agencies
- Lack of Transparency in methods and results
#3. Buffer For Video
Buffer for Video is a Social Media Management Software dedicated to photos and videos. With the help of this tool, any social media marketer can upload any video on multiple social media accounts in real time. This tool also offers schedule option in order to accommodate the flow of different type of posts. This tool has integration with “Pablo by Buffer” in which anyone can edit an image for free and upload simultaneously to various social media accounts.
Is it only for Social Media Marketing?
The answer is a straight NO. As per tool features and usage trends, it can be integrated with Google AdWords for all types of display and video ads. This tool can solve the problem of original display content and used on many ad serving platforms.
This tool is available for free and can be used by any organization whether small, medium or large. Most importantly, they can take advantage by cutting down their cost in generating display content. Brands have the opportunity to make low-cost Instagram stories.
Image Source:- Cardinal
On another side, trends suggest that display ad spending in the US will reach $46.69 Billion in 2019 which is up from $37.20 Billion in 2017.
Animoto is the video creation tool which supports creating video content for brands. It has some creative features which make the video visually appealing to the viewer. The most important thing is it is accessible at a very affordable rate for everyone. So, any business can use this tool in order to make eye-catching videos. Animoto has great editing features and anyone can easily create beautiful pictures.
Trends to look out for 2018
In Google AdWords, there is a facility of making Bumper ads of 6 seconds which is very helpful for advertisers. Animoto has features of creating videos and from there, we can directly use it in video ads of Google AdWords. Also, due to this integration, all digital marketing activities become seamless to carry out.
Image Source:- Animoto
By using these trends, advertisers and publishers can convert leads into sales. In conclusion, any business or idea can become a money spinner with these new tools and techniques with existing strategies.