It’s not easy to predict the future in an industry built on originality, premised on disruption and framed by the rapid adoption of new technology. Yet marketers have to be ahead of the curve to help clients stand out from the crowd. At Trilix, we take pride in our ability to use the latest tactics to build relevant and authentic connections between brands and their customers. Here are three big marketing trends we think will make an impact for clients in 2018.
1.) Content is (Still) King
Content marketing has reshaped the industry in the last few years, becoming a go-to strategy to build brand awareness, establish authority, optimize search performance and, most importantly, generate leads. None of that will change in 2018. Surveys indicate that the vast majority of marketers plan to create more content in 2018 than they did in 2017. Effective marketers will modify their content strategies to stand out from the crowd.
In 2018, brands will need to produce high-quality content that can compete with journalistic content in allure and readability. As the publishing industry continues to adapt, branded content will find opportunities to gain equal footing with non-branded content.
2.) Do it Live
Video was important for marketers in 2017. In 2018, it’s mandatory. As more marketers adopt a video-centric approach, clients will look for cost- and time-efficient ways to deploy video. Broadcasting live streaming video on platforms like Facebook Live, Periscope, YouTube Live, Instagram Live Video and Twitch is user friendly and surprisingly more effective than a highly produced pre-recorded video. Studies indicate users will watch live video up to three times longer than prerecorded video on the same subject. Live video is a particularly good fit for “in the moment” or “behind the scenes” broadcasts from special events or to promote sales. Live video also facilitates customer interaction and direct, immediate feedback in real time.
3.) Rise of the Machines
In 2018 marketers are likely to utilize forms of artificial intelligence aimed at increasing the speed and ease of customer communications. Chatbots became popular on many websites in 2017 for lead capture or customer queries. As programming and algorithms advance, expect to see wider use of automated conversations with customers who expect an instant response.
Speaking of speaking to robots, 2017 saw the spread of smart speakers featuring voice-activated personal assistants like the Amazon Echo and Google Home. Creating Alexa Skills, optimizing for voice search and adding voice purchase functionality are just a few of the ways marketers can take advantage of this emerging technology.
What do you think will shape the marketing landscape in 2018? Let us know on Twitter under the hashtag #TrilixTrends!