As always, lots is going on in the digital marketing world. The hottest trends seem to change daily and with every Facebook algorithm update and Amazon news a new trend starts or dies. I hear tons of chatter on live video, how AI is revolutionizing advertising, and yup, chatbots.
Here are my 5 digital marketing trends I am following in 2018.
I can see chatbots being up and coming. Users and customers are getting used to instant responses to simple questions. No one wants to navigate through a website to find the answer or – gosh – call a customer service number. So for the benefit of good and fast customer service, I see chatbots finally coming out of the woodwork. 45% of users prefer chatbots for customer service questions and the global chatbot market is expected to reach $1.23 billion by 2025 (Source: http://www.businessinsider.com/chatbot-market-stats-trends-size-ecosystem-research-2017-10)
Chatbots bring us straight to artificial intelligence (AI). Machine learning has already been applied in digital marketing for a number of years to identify which ad to serve at what time to which user. AI is also used in predicting stock markets. And of course, voice search.
Alexa, Siri, Hi Google, Cortana, whatever your favorite voice search is, it’s on the rise. The prediction is that by 2020 50% of all searches will be voice searches. By 2019 voice search will be a $600M market (Source: https://www.branded3.com/blog/google-voice-search-stats-growth-trends/).
4. Strategic Social Media Marketing
With the most recent Facebook algorithm update, it is about impossible for brands to get any visibility with its fans. Just as a refresher, Facebook changed their algorithm in light of the 2016 fake news scandal to demote news and brands and show more posts from family and friends to promote “meaningful social interactions”. In order for brands to be visible on Facebook, they’ll have no choice but to pay for it. I believe this will lead to a review of social media marketing across many brands, especially those who struggle seeing any direct results from their ads on social media. My prediction is social media marketing will become more strategic and start mixing with brand marketing.
5. (Live) Video
With the changes in TV behavior, we will see a shift in video advertising. More brands will turn to YouTube, Hulu, Facebook for brand videos and video advertising. Each day YouTube users watch a billion hours of video (Source: https://www.youtube.com/yt/about/press/). Facebook is expecting growth in video over the next few years and is actively improving the experience with new features such as Watch (Source: https://newsroom.fb.com/news/2018/01/facebook-reports-fourth-quarter-and-full-year-2017-results/). Facebook and Instagram Stories will most likely play a big part in video in 2018.
What do you think will be the biggest digital marketing trends in 2018?