This year saw the release of new technologies like Google Home and the iPhone X. Digital advertising expanded gains made last year over television advertising, and markets rewarded brands that bet big on innovation and customer service (think Tesla and Amazon).
As 2018 approaches, there are a number of new marketing trends poised to make a significant impact on go-to-market strategy. Here are 18 of the most important trends to look for in the coming year.
1. AI takes over website messaging.
Thanks to tools like Intercom and Drift, marketers can already 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.
2. Personalization goes to the next level.
A key tenet of account-based marketing (ABM) is providing content tailored to specific accounts or account types. As ABM principles go mainstream, look for content personalization to proliferate. Platforms provided by Adobe and Optimizely make it possible for marketers to recommend specific pieces of content similar to the way Netflix suggests shows.
3. Quant marketing goes mainstream.
The rise of quantitative-based marketing is upon us. Organizations like Unilever and Kraft, which previously relied on marketing “soft skills,” are now taking a playbook out of the tech world by building data-science teams to work hand-in-hand with marketers. Next year, quantitative-based marketing will continue to surge as organizations that focus on the data find it easier to grow.
4. Marketers begin developing augmented-reality content.
With the release of the iPhone eight and iPhone X, Apple has made it clear that they are betting on augmented reality (AR). As these new devices go mainstream, brands will begin experimenting with AR-sponsored and -branded content.
5. In-car ads become a new marketing channel for some.
Self-driving cars are on the horizon. The Waymo fleet of self-driving cars has driven three million autonomous miles and simulated over one billion miles. Uber recently ordered 24,000 Volvo SUVs to be outfitted with the latest self-driving tech. The Tesla Models S, X and 3, the Audi A8 and the Mercedes-Benz S-Class are all self-driving to some degree.
What will happen when drivers no longer need to pay attention to the road? They’ll consume content, of course, and with that content will come in-car ads. Watch for some brands to begin experimenting with this new marketing channel in the coming year.
6. Brands start to develop voice-optimized content.
Last year 20 percent of online searches were conducted through voice search. By 2020, that number is expected to increase to 50 percent. Just as marketers have optimized content for web 2.0 and mobile, they will start optimizing content for voice search as well.
For example, because voice search is easier than typing, searches tend to surface more long-tail content. By comparison, text search tends to surface sorter phrases.
7. Privacy protection becomes a major selling point.
There have been a number of high-profile data breaches in 2017. From the DNC email hack to the Equifax breach, cyber security has had a considerable impact on many aspects of our world. Moving forward, consumers will begin to favor products that protect their privacy.
If consumers don’t prioritize privacy, some government associations will, and many are already doing so. For example, a new law passed by the European Union called GDPR will have…
