As today is the first day of the year, it is time to reflect about what happened during the last 12 months and to start getting ready for 2018. New opportunities and technologies were born in 2017, and some of the previous trends were confirmed. Technology and digital marketing change at a fast pace, so here are some trends to start thinking about.
Digital Marketing Trends to Expect in 2018
The evolution of search
The biggest part of the searches are still done with text. Nevertheless, voice searches have been increasing due to growth of the number of devices that has this option available, such as Amazon Echo or Google Home. Visual search will also grow. Ebay, for example, recently launched the visual search option. More and more users will be able to search for products using their own images or images they like online.
Video marketing is not something new. During 2017, the usage of video grew and new formats have been added. YouTube is still the main social media for video. During this year, other social networks expanded and created new options involving videos such as live streams and stories. It is expected that the search and usages of video will keep growing.
Data protection regulation
The European General Data Protection Regulation (GDPR) will change in May of 2018. Its last update was in 1995 and many things have changed since. With this new regulation, there will be new rights for people to access the information that companies hold about them. There will be new obligations of data management and new applicable fines. This will generate new company practices and will impact some industries such as Google and social media networks.
Customer experience and content personalization
Time is precious, and while users scan a web page searching for what they need, it is important to make their journey easy and clear. The usage of infographics and videos, for example, is recommended. On the other hand, customers want to get a more personalised experience as well. Adding the customer’s name on an email, suggest products based on the customers’ history or sending the customer to a specific page that answers his query are some activities that can be used for this purpose.
Chatbots are virtual assistants animated by artificial intelligence that can help customers. These digital assistants are the perfect example of marketing automation. The helping options of the chatbots are numerous, including ordering a product, finding a place nearby, or searching for a recipe. The challenge is to offer a better user experience than a regular customer service, using customer data.
Digital marketing is always evolving, and it is important to keep up with the changes. 2018 will bring us new opportunities, challenges, tools and technology, and we should look forward to it.