When we are near the end of 2017, digital marketing trends for 2018 is among the most talked subjects. If so, today’s topic is what elements of digital marketing gains importance in 2018.
In 2016, Google said 20% of all mobile queries are via voice search. Also, it reported that 55% of teens and 40% of adults are using voice search daily. We can’t say the degree how it will impact the search marketing, but we can say it is increasing more rapidly than type search.
It carries local intents generally. However, it doesn’t mean its scope will remain unchanged. Why I am saying so is that it is changing the keyword research routine. Voice searchers use conversational and long tail keywords rather than generic ones. So, you need to go deep into the possible searches by brainstorming and using keyword tools giving long term keywords like Answer The Public together with other tools.
Chatbot is an artificial intelligence that interacts with you via a chat interface. It can be in any form from functional to fun. The most common examples is Siri. While you can ask something about weather or traffic, you can speak sweet nothings.
According to researches;
- 55% of consumers are interested in interacting with a business using messaging apps to solve a problem. (HubSpot, 2017)
- 21% of consumers see chatbots as the easiest way to contact a business. (Ubisend, 2017)
- 95% of consumers believe ‘customer service’ is going to be the major beneficiary of chatbots (Mindbrowser, 2017)
- 47% of consumers would buy items from a chatbot. (HubSpot, 2017)
- Between 2016 and 2021, it is expected the chatbot marketing to grow at a compound rate of 35.2%. (Marketsandmarkets, 2017)
- By 2020, over 80% of businesses are expected to have some sort of chatbot automation implemented (Business Insider, 2016)
These statistics display the importance and functionality of chatbots. Also, they look cool and some versions are really enjoyable. The reason why people spend time and energy on it lies behind their ability to build up the passion to talk.
You can test them in 2018. Don’t forget they should be created with a purpose such as purchasing something or answering customers’ questions.
If you wonder more about chatbots, you can read our blog post called “Why to Use Chatbots In Your Mobile Marketing Strategy“
As you can understand from voice search, consumers’ behaviors started to change. Another evidence is micro-moments. Micro-moments are moments that users turn into their devices (especially smartphone) as a reflexion to learn, buy, watch or do something. Think about you! Which times do you search for something on your phone? While using public transportation, in a meeting or working on a task? There are hundreds of micro-moments checking your device for anything.
Google’s Matt Lawson says,
In many ways, micro-moments have become the footsteps that lead people to your store or desktop site.
According to the below findings conducted by Google;
- Of leisure travelers who are smartphone users, 69% search for travel ideas during spare moments, like when they’re standing in line or waiting for the subway. Nearly half of those travelers go on to book their choices through an entirely separate channel.
- Of smartphone users, 91% look up information on their smartphones while in the middle of a task.
- Of smartphone users, 82% consult their phones while they’re standing in a store deciding which product to buy. One in 10 of those end up buying a different product than they had planned.
- Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.
As you see, it is functional to offer users solutions at that exact moment while they are searching.
Successful brands of future would be those that understand the consumers’ micro-moments and imply suitable strategies.
You have heard the term “augmented reality”, haven’t you? Augmented reality means to add something such as graphics or sounds in the form of image, text and video onto everyday objects in the users’ natural environment. There are several types of augmented reality which are the marker based augmented reality, markerless augmented reality, projection-based augmented reality and superimposition based augmented reality. It would be better not to go into detail, types of augmented reality in a detailed way can be another blog post subject. Let’s return to our subject.
The answer of why augmented reality is the future of digital marketing is implicit in Pokémon Go. The thing that made it attractive and different is augmented reality. Thanks to this, it became the most played game on the planet in a short time.
Another flashy example is IKEA. It solved the consumers’ problems who want to replace a product not fit physically or stylistically. To solve this, they added pages into their catalog to work with their own augmented reality app, letting customers view through their smartphone or tablet how the furniture would look in their home.
IKEA is not only brand using augmented reality. Google, Facebook, LEGO, Nintendo, Disney and Crayola are among the brands that are using AR to elevate the user experience.
Virtual reality, hologram and now augmented reality… It is a channel of marketing rather than a new form. By keeping up-to-date with AR developments, you can begin planning how to integrate AR into your marketing plan.
The era giving just the information has ended. How you offer the information is more important in today’s world. Unlike the past, today, video marketing is the wanted form of online content.
According to some functional results,
- Video is projected to claim more than 80% of all web traffic by 2019. (SmallBizTrends)
- Adding a video to marketing emails can boost click-through rates by 200-300%.
- 90% of customers report that product videos help them make purchasing decisions. (HubSpot)
- 64% of customers are more likely to buy a product online after watching a video about it. (HubSpot)
As you see from the findings above, users tend to watch a video rather than dull written content. And, it is more persuasive.
Bonus: Influencer Marketing
Influencer marketing has a place on the most trend list. It is a kind of word of mouth marketing, but influencer marketing has an important distinctive point which is relying on explicit recommendations. Influencer can be in any form; a place, a group, a person… Celebrities, bloggers, phenomenons are the most effective influencers as they have hundreds of fans or followers.
According to influencer marketing statistics;
- Businesses are making $6.50 for every $1 spent on influencer marketing (Tomoson Blog)
- YouTubers can earn millions from their videos.
- 67% of marketing and communications professionals engage with influencers for content promotion. (eMarketer)
- 59% of micro-influencers who have solid social media followers believe Instagram to be the most effective social media platform for engaging their target audience.
- 77% of fashion micro-influencers prefer Instagram.
- Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer. (Twitter Blog)
- 64% of brands are now on Snapchat. (Marketing DIVE)
As you see, influencer marketing is well known for its successful metrics. There are several points showing us how a powerful weapon influencer marketing is. We think you should put it into your marketing strategies.
We are having lively times that we meet a new trendy marketing strategy till we adopt the current one. I mean a new one is born before the current one doesn’t become old. We face with the expansion of new technologies. Things I rounded up above are my opinions towards the future. The thing you should consider on the valuation of what works for your business and customers.
Good luck in the future!