What trends will influence how businesses spend their digital marketing dollars in 2018? To find the answers, we asked our own people. The following six predictions from KeywordFirst employees cover a lot of ground befitting the sprawling nature of digital marketing. Our predictions include:
- A big year for augmented reality – for both brands and consumers.
- Possibly rough sailing ahead for Facebook, but exciting times for LinkedIn.
- A more thoughtful approach to influencer marketing.
Check out the following predictions, and let us know how you believe 2018 will shape up for your business. Thank you to KeywordFirst employees for sharing your thoughts! Learn more about our subject matter experts here.
In 2018 the use of Augmented Reality will become an increasingly popular tool used to engage shoppers. Online shoppers sometimes miss out on the in-store experience when searching for a product or service through the web. The use of AR will help create this virtual experience for online shoppers; in return it will increase engagement rates, brand awareness, and hopefully conversions. While the technology to effectively use AR will still be developing well into 2018, I predict that many companies will begin to incorporate these features into their brand awareness and digital marketing strategy. —Bella Schneider, digital marketing associate
With the recent admission by former Facebook executives that the social media platform was designed to get its users addicted and that it is ripping apart the social fabric of how society works, 2018 might be the year we see a significant decline in active users. Although industry analysts have been predicting a reduction in Facebook users for the past few years, the fact that ex-Facebook executives are admitting guilt over the monster they’ve created might finally be the wakeup call that many social media users have been waiting for. If Facebook usage does suffer a significant decline, it’s fair to expect that marketers will also see diminished performance from their Facebook ads. Many advertisers use the Facebook advertising platform as a brand awareness tactic, paying advertising fees based on the number of times an ad is shown versus the number of times someone interacts with an ad. In 2018, advertisers will need to keep a watchful eye on Facebook as an advertising platform. — Beth Bauch, senior manager
Celebrity influencer outreach took a major hit in 2017 through some dubious events such as the collapse of the Fyre Festival, which relied on influencer outreach to lure tourists to a disastrous event. But influencer outreach is alive and well. Why? Because people tend to trust other people more than they do brands. Businesses will get more micro-targeted with influencer outreach in 2018, segmenting audiences more carefully and building outreach around influencers who index high in popularity and credibility with those audiences even if those influencers lack national cache. Influencer outreach will become more targeted and scientific. — Mark Smith, co-founder
LinkedIn will become a more popular platform for companies to build their brands. LinkedIn has been adding a number of features such as Matched Audiences and Website Retargeting to make it a stronger advertising platform. As my colleague Beth Bauch noted on our blog, recently LinkedIn ran a pilot program with more 370 participating advertisers and saw a 30-percent increase in click-through rates and a 14-percent drop in post-click cost-per-conversion with Website Retargeting. In early 2018, LinkedIn is going to launch for enterprises organic videos and then native sponsored videos in its feed, thus capitalizing on the more visually oriented culture we have become. Businesses should take a closer look at LinkedIn as part of their advertising and content marketing strategies. —Taylor Murphy, digital media manager
Social media will remain a messy and imperfect place for brands to live. The major platforms such as Facebook, Twitter, and YouTube will roll out more programs to police user activity on their sites in an effort to protect their integrity for advertisers. Recently we saw YouTube do just that by committing to hiring more people to teach computers to police its site, which YouTube hopes will prevent advertisers’ content from appearing next to inappropriate content. But as my colleague Tim Colucci argued recently, YouTube’s ad problems aren’t going away. Social media sites have become incredibly effective destinations for advertisers and will continue to be. But part of the appeal of social media is its openness. On social media, anyone can have an opinion. In 2018, advertisers will need to come to terms with the imperfect nature of social while capitalizing on its many advantages. — Kurt Anagnostopolous, owner/founder
As voice-based search continues to gain momentum, 2018 will bring more interest onto visual search. Although they both use artificial intelligence, they have a different focus, thus their use is not the same. Voice search is best suited for providing access to information on known objects, as systems become more capable distinguishing the context of a certain request. Visual search, on the other hand, is ideal for in-the-moment discovery, as it can provide contextual information for any object we can see. Now that Google has improved its visual analysis software Google Lens, and Pinterest has adopted the trend with Pinterest Lens, we’ll most likely see more social media platforms like Snapchat and Instagram exploiting visual discovery technology. In this way, they could serve ads based on what people take pictures of. They could even combine location service intelligence with visual product recognition technology to provide even more relevant ads. So if you snap a selfie at McDonalds, and you are wearing a Nike hat, you will be served ads from Burger King and Reebok on Snapchat. —Héctor Ariza, digital marketing associate
Image source: ancient-code.com