One of the most prominent traits of digital marketing is the fact that it is constantly evolving. Just because you are already well-versed in email, content and social media marketing, doesn’t mean that you’re all set and done for the future. On the contrary, by sticking to the methods you’ve already mastered and neglecting new trends, you are bound to fall behind your competitors in the near future. With this in mind, here are four digital marketing trends you should definitely start using in 2018.
1. Switch focus to generation Z
The reason why everyone is obsessed with millennials is that they are currently the majority of the workforce in the world. What this means is that they are a financially potent demographic and, therefore, a natural target for marketers all over the world. In the near future, however, a bit of this focus might shift to the generation Z, as a group that is quickly entering their early 20s. Needless to say, this part of the population is not nearly as well researched as millennials or baby boomers and this is something that will soon have to change.
2. Greater focus on local users
In the world of e-commerce, one’s physical location is all but irrelevant, especially for brands that do delivery all over the world. However, when it comes to boosting your offline sales, local SEO might have a huge impact on your success rate. In fact, about 78 percent of all local mobile searches eventually grow into an offline sale. This is due to the fact that people often visit your website to find out your geolocation or to check your prices and compare them to those of your competitors.
3. Live video
When it comes to content marketing, a lot of marketers are quickly turning to mobile-friendly formats like video, infographic or audio. However, in the last couple of years, the popularity of live video has grown substantially. In fact, when presented with a choice, more than 80 percent of people online would rather watch a live video than read a textual blog post.
Nonetheless, live video is just a method and it’s what you use it for that counts. For instance, you could use it to stream an event you’re holding, showcase your latest product or promote a service you are offering. Either way, this live demonstration is not just user-friendly, it is also a proof of your business’ efficiency. As for the rest of your video marketing, it might be much better to entrust this to someone with more experience in the field of editing, even if it means outsourcing to a video production company from Hong Kong.
4. Focus on voice searches
In the past, voice search was not nearly as huge as it is today, and this trend is bound to continue going up. Apart from the fact that about 40 percent of people use this feature on a daily basis, it is predicted that about 50 percent of all searches made in 2020 are likely to be voice searches. This is also quite important, seeing as how about 55 percent of all teens currently use voice search.
The main difference between voice search SEO and the traditional one is the way you format your keywords. For obvious reasons, voice search keywords are more conversational than their textual counterparts (which often omit prepositions and articles).
Conclusion
At the end of the day, there are so many marketing trends you are currently not using or at least not using as much as you could. Of course, email marketing still yields a staggering ROI of 4400 percent and influencer marketing is on a continuous upward spiral, yet, these are all trends that most of the people are already using. Nonetheless, in order to get ahead in the world of digital marketing, you need to be the first to embrace new trends.
Dan Radak is a marketing professional with eleven years of experience. He is currently working with some companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and a regular contributor to Technivorz.
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