It is anticipated that digital marketing spending will surpass TV advertising spending in 2018. Fewer and fewer viewers are relying on traditional cable programming to view their favorite tv shows and to get a roundup of the day’s events, opting more for streaming services to view programming and the internet to gather the news. This forces advertisers to invest more in digital marketing and advertising and less on television and traditional advertising campaigns. With that in mind, here are my top five 2018 digital marketing trends.
Nearly 65% of online consumers are likely to purchase a product after watching a video about the product, according to a recent study by Kissmetrics. Moreover, in a 2015 survey by Adobe, more than 50% of the respondents (marketers) said video content offers the best ROI. This is perhaps unsurprising given that Internet users watch billions of videos every day on video sharing websites such as YouTube, and social media platforms. On the same note, mobile video will also get bigger in 2018. In fact, according to Cisco, mobile video will account for about 75% of the global mobile traffic by 2020. Some of the video marketing trends I expect to gain traction in 2018 include emotional storytelling, interactive video platforms, and 360° videos.
Most online consumers think traditional ad banners are largely irrelevant and frustrating. For this reason, we have seen online retailers increasing shifting to native advertising in the recent past in order to boost their conversion and click-through rates. Native ads attract about 52% more views than traditional banner ads. What’s more, according to a recent study published by Inc., 70% of consumers prefer to learn about products on the Internet, making native advertising appealing to these consumers. Another study published by the Business Insider says that native ads will drive about 75% of all ad revenue by 2021, meaning native advertising is set to get bigger in 2018.
Private Social Networks
With social medial users increasingly engaging socially through less monitored channels such as email, native mobile apps, secure browsers, and messaging apps, 2018 will likely be the year of the of dark social media. As private social networks (dark social) gain traction in 2018, we’ll likely see fewer and fewer social media users sharing digital content on mainstream social media platforms. However, as clandestine as dark social may sound, it offers a world of opportunity for marketers. Specifically, dark social currently accounts for about 84% of outbound sharing, according to an article published by Hootsuite. Moreover, about 46% of consumers over age 45 share content via dark social only. In comparison, only about 20% of consumers age 16 to 34 share content via dark social only. This means that more and more marketers will focus on dark social in 2018.
Research indicates that mobile has changed consumer behavior. For instance, a 2016 study from Google found that more than 95% of smartphone owners conduct research on the spot. Because of this, brands will increasingly strive to master micro-moments in 2018 so that they are able to provide their consumers with reliable information whenever they need it. This means that, in 2018, more and more brands will adopt a mobile-first approach in order to cater effectively to impulsive consumers and micro-moments.
Research shows that personalized content is more effectively in increasing conversions than generic content. For instance, one study found that a company that uses individualized and custom content generates over 60% more repeat business than a company that uses generic content. Moreover, nearly 90% of marketers intend to use personalized content in 2018.
These are just a few of the many trends I anticipate seeing emerge in the digital advertising space in 2018. Of course, there are other outside factors that could impact digital marketing including cryptocurrency and the adoption of blockchain technology in the digital advertising field, as well as, more reliance on artificial intelligence and machine learning.