With many emerging technologies in market, digital marketers are becoming aware of what platform and technology need leverage to get the most out of marketing endeavours. Vaibhav Vats lists a few trends
In this increasingly technology-driven industry, as we see how to amplify our marketing strategies and alter our game with an eye on the ever-changing digital landscape, here’s a look at what will rule this segment in 2018.
Foreseeing the future in Voice Search: Aren’t many of us already familiar with the concept of voice search since Apple launched Siri for iPhone users? Well, that concept is now the future as digital marketers and brands are now using it tremendously to ease the efforts for their audience in searching for anything on the Internet.
Voice search in the coming year will transform the way information and communication is processed. The rise in voice searches will enable digital marketers in creating SEO optimized high quality content for promoting their businesses.
Get the traffic on smartphones: It’s probably a gross understatement to say that the days of PCs and laptops are long gone. Consumer marketing in 2018 must focus on millennials as a valuable audience. Unlike other generations of consumers, this lot has grown up with the internet and smartphones. Speedy purchase of products and prompt customer service are often the only determiners of brand success when it comes to engaging a millennial audience.
The snapchatters and instagrammers of the world are obsessed with their mobiles and yearn for authentic experiences on the devices they are forever connected to. Thus, businesses are required to focus on a millennial-first marketing strategy by optimising the smartphone experience they offer.
While mobile was already a hit this year and it will continue to grow, businesses optimising their websites for mobile will be able to attract higher traffic, as well as unlock better sales and engagement opportunities in 2018.
Live videos to be the content king: Live videos were already a rage in 2017with everyone from brands to individual users leveraging them to reach out to their target audiences and viewers. It’s not a surprise then that this trend is growing remarkably as everyone wants to watch a live Facebook or Instagram video rather than read a post or an online ad. This clearly indicates that live video content is the future. The real-time engagement that live videos enable them essential for a brand to realise their power and focus on this increasingly popular medium in 2018 to engage with their target audience.
Tapping social channels like Facebook & Instagram for ads: Leading social media platforms such as Facebook and Instagram are ruling the digital media marketing game already. Nearly 800 million people are using Instagram every month. Thanks to its recently introduced option of Instagram stories, its popularity has risen further giving Snapchat a solid run for its money.
Facebook too has strengthened its ad functionality, beating platforms like Twitter. As a result, brands are foreseeing better engagement on these platforms through social media influencers to connect with their prospects. Given the performance that such targeted ads deliver, it is a good idea for businesses and brands to explore advertising on these platforms in 2018 as well.
Augmented Reality incorporated through social media: Our mobile devices today have become extremely potent and all social media apps are getting integrated with AR with great felicity. For instance, by tracking a user’s location, brands can trigger sponsored AR content that can be accessed by them only in that specific region and time.
Pokémon Go was the one to introduce this concept it’s not long before and Instagram and Facebook integrate this tech onto their platforms.
Given all these advancements, 2018 will be the year of the 3As for AR, as this innovative technology becomes more acceptable, adaptable, and affordable for mass marketing.
The writer is co-founder, Digiperform