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The year is flying by quickly and before we know it, 2018 will be here. Top companies have a habit of starting to plan for the next year by Q2 of the year, so many businesses are already looking at trends coming up in the new year. If you have initiated planning your marketing strategy and budget for 2018, be prepared to face questions regarding tactics you are opting to use that would go best with most of your customers. And most importantly, which tactics can result in the most efficient conversion.
To plan a top-notch marketing strategy for your business in 2018, go through the seven trends explained here and incorporate them in your planning process. From personalized elements and mastering micro-moments to moving visual and analyzing the authentic data, we will go through all the best strategies for acquiring leads, conversions and engagement.
Master Micro-Moments
Mobile gadgets have proved to be a major influence in customer interaction and engagement with brands across the globe. But the surprising thing for most people is the concept of “micro-moments”, which has powered the shift to mobile phones. From long-term goals such as planning to purchase a home, or something as small as acquiring a quick grocery from the nearest store or even locating the ingredients of a dish from your phone, etc., countless of these micro-moments stimulate the impulse to reach out for our mobile phone.
As per Think with Google, micro-moments are highly critical and evaluative touchpoints where customers expect brands to cater their needs with reliable information, regardless of the time and location.
Whenever a customer feels the need to inquire about something, an astounding 96% of users reach for their smartphones to conduct the required research at that very instant. Only successful brands have the tendency to correctly anticipate and address the exact micro-moment needs by providing the right information at the right time to customer in need.
A useful, quick and one-touch access to the needed information becomes the basis of acquiring customer trust and building long-lasting relationships.
Visualization Is More Important than Ever
For all the exciting and informative things found online, whether it is a couple of kittens playing, a baby laughing or a top commercial featuring a popular model, there is always an element of video. With a video, people tend to accept and attach on a much deeper level due to the usage of visually-rich and interactive elements depicting a proper message or story. And as a consequence, audience is tempted to take considerable action in terms of likes, sharing, etc.
With time, brands have been able to capitalize on the introduction of highly-engaging video features on different social media platforms like Facebook, Twitter, Snapchat and Instagram.
For this trend, we are going to focus on video aspect only since businesses are seizing the opportunity to differentiate their brand in the competitive industry.
Mobile users are tending to spend more time than ever with their smartphones, with the excitement to watch videos online being proportionate as well. It is clear from the following stats that online video is growing rapidly in popularity.
YouTube registers more 18 and above years-old audience during peak TV hours than any cable TV network. Advertisers on prime time broadcasting TV could gain 56% more audience of 18 to 49 years-old through advertising on YouTube. Plainly from statistics, it does not come as a surprise that Facebook recently revealed the count of 1.65 billion active users (data from April 2016) watching about 8 billion videos each day.
Consumers are more tempted from videos because of the deeper attachment they experience from the visual on-screen elements. Realizing the need, the trend of promoting high-quality video content is very much likely to soar high in future.
The Best Visibility with Native Ads
To grab a plain sight exposure in front of the right audience, native advertising has become one of the most sought-after marketing methods. Most users find interruptive ads frustrating and irrelevant. For instance, browsing a website and instantly an out-of-context ad pops out of nowhere is a big no-no for the user.
This is a common concern, which is best catered by native ads. It facilitates brands to market their offerings in a quite non-disruptive way that blends in easily with the environment a user is most comfortable with.
Native ads blend in such a seamless manner, that customers may not even spot them when viewing let it be advertorial, instant content, search advertising, recommended content or sponsored listings form of native advertising. Rather than approving it as a deceiving aspect, the point is to put the right information in front of the viewer when they actually need it.
As per the data provided by Polar and BI intelligence, CTR rates for premium native ads on mobile gadgets were four times higher, than the count of non-native display ads. The data also stressed that native ads calls for better engagement rates on tablets and smartphones as compared to desktop systems.
Emerging Digital Marketing Trends
In today's world of smartphones, internet browser usage is now dominated by mobile devices and not the desktop. With more and more individuals surfing the web on their smartphone, the requirement of having a mobile friendly website has reached the point to where Google is now strongly influencing website rankings based on whether or not a site is mobile friendly. Here are few more key points on why a mobile friendly website is so crucial: