In that last 20 years, we have seen a total change in the marketing world as far as trends go, constantly changing and evolving. Predicting those trends and getting prepared for them can make all the difference between a successful marketing campaign and failure because the necessary actions weren't taken beforehand.
2018 is not yet here but as far as trends go 2017 pretty much ended and there are few things that can change until the end of the year and take us by surprise. This is why I think this is the best time o talk about marketing trends in 2017 and how much is the online marketing arena going to change next year.
One thing is clear, smartphones in 2017 rule the internet, even though tablets saw a decline of -6%, desktops on the other hand lost -19% while smartphones reached 51% as the most popular device to browse the web with.
Most important marketing trends of 2018 will be:
Trend number 1 - Micro-moments
Serve users the right information at right time will ensure the right stimuli users need to convert. So mastering these micro-moments is crucial in terms of how a brand should use the popularity of smartphone to their advantage.
If you aren't familiar with micro-moments you can read more about them here: https://www.thinkwithgoogle.com/marketing-resources/micro-moments/ - Google explains it far better.
Trend number 2 - Video
I know video marketing has been a trend for the last couple of years but I think in 2017 will reach another level. Due to smartphones and due to the level of attachment users get when watching a video I think interactive videos should be present in the marketing strategies of any online company.
You should be present with video content all over the place, especially on social media networks like Twitter, Facebook, and Instagram. Online video watching with the help of smartphone will continue to grow as a trend in 2018 and if you want to remain relevant you need to find ways of interacting through videos with your audience.
Trend number 3 - Personalized content
This is a hard concept to understand. We need to stay away from traditional broad content that addresses a mass of people. Personalized content takes care of each user individually. This is why you will need a dynamic website to make all this happen.
Trend number 4 - Influencers
Influencers had gotten hugely important in the last couple of years, this will continue in 2018 and I think every brand and online business should be in contact with influencers and have a clear promotion campaign set and ready.
Trend number 5 - Artificial Intelligence
Although in its infancy we've seen quite a number of successful marketing campaigns based on IE in 2017. I think this trend will continue in 2018 in a much more aggressive way with chatbots and machine learning being implemented in all sorts of creative ways. Don't miss out on this, there is a lot to win if done right.
Trend number 6 - Analyzing Data
Analyzing all of your numbers and analytics is hugely important in 2018 for making the right marketing decisions as well as to figure out if things are going and staying on the right track.
Trend number 7 - SEO
As long as search engines will remain the most important source of traffic online SEO will be important in any online marketing trend. Keeping up with Google's latest changes and developments is essential if you to want to still get that organic traffic and you need SEO for that.
Trend number 8 - Automation
Any automation can essentially save you money and create leads. So I believe marketing automation will be huge in 2018 and together with AI marketing trend will take us in the future.
Please feel free to add more online marketing trends you think will be important in 2018! Write them down in a comment below.