marketing trends 2018 part 1 of 2

Marketing Trends

2018An overview of marketing trends that will impact 2018.

Table of

Contents:

Section Title: Page Number:

Statistics 3

Marketing Trends 2018 9

Marketing Tips 2018 27

Work Cited 34

Most Popular Devices for Web

Searches

43.40%

51.40%

4.90% 0.13%

LAPTOPS & DESKTOPS MOBILE PHONES TABLET DEVICES OTHER DEVICES

Which Devices are Most Popular?

Compiled by Author from: smartinsights.com

Marketing Activities

with Greatest Impact

Compiled by Author from: smartinsights.com

20%

14%

14%

10%

9%

9%

5%

4%

3%

3%

3%

2%

2%

2%

1%

0% 5% 10% 15% 20% 25%

Content Marketing

Big Data

AI & Machine Learning

Social Media Marketing

Mobile Marketing

Marketing Automation

Conversion Rate Optimization

Search Engine Optimization

Internet of Things Applications

Online PR

Communities

Partnerships

Paid Search Marketing

Wearables

Display

Marketing Activities with the Largest Impact:

Most Used Content

Marketing Tactics

65%

64%

64%

55%

51%

49%

48%

47%

45%

45%

0% 10% 20% 30% 40% 50% 60% 70%

Blogging

Social Media

Case Studies

White Papers

Press Releases

Testimonals

eNewsletters

Videos

Online Articles

Webinars

Most Used Content Marketing Tactics

Compiled by Author from: snapapp.com

Statistics

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads

53% of emails are opened on mobile devices

49% of marketers are learning to drive content to align with the buyer's journey

42% of B2B marketers say they’re effective at content marketing

Infographics are liked and shared on social media 3X more than other any other type of content

The average reader only spends 37 seconds reading an article or blog post


Statistics

63% of marketers create content by buyer persona

Mobile will account for 72% of US digital ad spend by

2019

74% of companies indicate content marketing is

increasing their marketing teams’ lead quality and

quantity

87% of B2B marketers struggle to produce

content that truly engages their buyers

91% of B2B buyers prefer to consume interactive and

visual content

93% of B2B marketers use content marketing


Marketing Trends

2018

AI takes over Website

Messaging

Brands Start to Develop Voice-

optimized Content

Consumers Expect More from Brands

Gated Content Falls Out of

Fashion

In-car Ads Become a New Marketing Channel for Some

Influencer Marketing

Remains a Useful Strategy

Instagram Becomes more Valuable than

Facebook

Leading Brands Invest in Live

Events

LinkedIn sees New Life Among B2B

Marketers

Machine Learning Changes how

Marketers Manage Ads

Marketers Begin Developing

Augmented-reality Content

Personalization Goes to the Next

Level

Privacy Protection becomes a Major

Selling Point

Quant Marketing goes Mainstream

Twitter Dies a Quiet Death

Virtual Reality is Called into Question

Compiled by Author from: entrepreneur.com

AI takes over

Website Messaging

AI takes over Website Messaging

Tools like Intercom and Drift, allow marketers to use

artificial-intelligence-powered live-chat tools to communicate

with customers

As this technology gets ironed out, it is likely that more

brands will embrace AI live chat to better service website

visitors


Brands Start to Develop

Voice-optimized Content

Brands Start to Develop Voice-optimized Content

Last year 20% of online

searches were conducted

through voice search and it’s

expected to increase to 50%

by 2020

Just as marketers have

optimized content for web 2.0 and mobile, they will start

optimizing content for

voice search as well

Voice search is easier than

typing, thus searches tend

to surface more long-tail content

Text search tends to surface sorter phrases


Consumers Expect More from

Brands

Consumers Expect More from Brands

Thanks to a confluence of

services, consumers will have increased expectations

from brands of all kinds

Voice assistants, same-day

delivery and on-demand content will mean that marketers must find

innovative new ways to delight prospects and

customers with nearly instant

service


Gated Content

Falls Out of

Fashion

Gated Content Falls Out of Fashion

In the B2B world, gated content is how many

marketers generate leads

Some of the best brands, including Hubspot and Zendesk, are un-gating

content

This helps them develop a stronger organic search

presence in an increasingly crowded content

landscape


In-car Ads Become a

New Marketing

Channel for Some

In-car Ads Become a New Marketing Channel for Some

Self-driving cars are on the horizon such as the Waymo fleet that has driven three million autonomous miles and simulated over one billion miles

When drivers no longer need to pay attention to the road, they'll consume content

With that content will come in-car ads

Watch for some brands to begin experimenting with this new marketing channel in the coming year


Influencer Marketing Remains a

Useful Strategy

Influencer Marketing Remains a Useful Strategy

Nearly 95% of marketers who use an influencer marketing strategy believe it is effective

Brands interested in connecting with prospects via social media will continue to turn to influencer marketing

Influencers create compelling content that appears to be organic in many cases

Consumers, especially younger ones, prefer content that feels less "staged" and more natural

The world of advertising is changing, it’s moving toward subtle sponsored content promoted by influencers or micro-influencers


Instagram Becomes

more Valuable

Than Facebook

Instagram Becomes more Valuable than Facebook

In 2017, Instagram announced that

approximately 800 million people use the platform

each month

Their latest tool, Instagram Stories, became more

popular than Snapchat just one year after going live

Instagram is poised to become the go-to channel

for brands interested in social media marketing

Brands tend to see better engagement on Instagram

than any other social media platform, and they offer

great advertising controls


Leading Brands

Invest in Live

Events

Leading Brands Invest in Live Events

Approximately two-thirds of marketers say that they will increase

the number of live events they host in 2018

This is because marketers recognize

that live events are one of the most effective marketing channels

The world's most successful organizations, including Salesforce, and Google, host an annual event designed to bring

existing customers, prospective customers and the press together


Work Cited

“10 Marketing Trends to act on in 2018.” Smart Insights, 31 Oct. 2017, www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/.

“54 Content Marketing Stats to Guide Your 2018 Strategy.” SnapApp, 4 Dec. 2017, www.snapapp.com/blog/54-content-marketing-stats-guide-your-2018-strategy.

Leszczynski, Jamie. November 2, 2017. “5 Tips for Your 2018 Marketing Plan.” ABC, 13 Nov. 2017, www.abcideabased.com/blog/5-tips-2018-marketing-plan/.

Patel, Deep. “18 Marketing Trends to Watch in 2018.” Entrepreneur, 22 Nov. 2017, www.entrepreneur.com/article/305047.

http://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/

http://www.snapapp.com/blog/54-content-marketing-stats-guide-your-2018-strategy

http://www.abcideabased.com/blog/5-tips-2018-marketing-plan/

http://www.entrepreneur.com/article/305047