As 2017 ends, you may be looking at what’s working and not working for your marketing plan.
How engaged were you in social media efforts, and did they pay off? Where are your ad dollars being spent and where should they be spent in the future?
Ultimately, the question is: what should we keep and what should we let go?
To help you in this review of marketing effectiveness, here are some trends for 2017 along with some predictions for 2018.
Social Media Remains and Continues to Evolve
Third-party platforms are ones that you both have to keep up with but also be wary of due to their “here today, gone tomorrow” nature.
Either way, you should be considering what has been working for your company, but also new opportunities, such as using Instagram, which has a reported 800 million users per month. Their one-year-old addition, Instagram Stories, has now overtaken popularity from Snapchat.
LinkedIn may become a reliable B2B marketing tool as it continues to improve its platform.
And with influencers, 95 percent of marketers say they have found them effective for their marketing needs.
Facebook and Twitter, relatively old to the game of social media, are finding their challenges, so it may be Instagram’s time to shine in 2018.
Nearly Two Thirds of Digital Ad Spending Linked to Only Two Companies
Though Facebook may be looking at a decline, what’s interesting is how much digital ad spending they’re involved in. Along with Google, this duopoly owns a hefty 63 percent of that market. Google Shopping and Facebook’s Shop Section take gathered data and create a targeted ad experience.
Mobile Use Is Up and Will Remain So
An increasing number of people rely on their smartphones for so many tasks, so it’s telling that a sizable amount of Google and Facebook dominance in digital ads comes from mobile ads.
Magna reported that 55 percent of digital come from clicks and impressions on mobile devices used globally. As phones because more and more integral to our everyday lives, you can expect an increase in mobile use and ads targeting mobile users.
AI: Always Here to Help
Artificial intelligence (AI) has become a notable tool in marketing, specifically with the use of chat bots on websites. These bots never tire and can be there for your prospects and clients, even when you’re asleep.
Other AI methods, such as Streak, can help with inbound marketing and sales funnels—specifically moving prospects down sales funnels, converting them into clients.
In 2018, you can expect to see more brands using AI and its algorithms to create customized experiences based on user data on social media platforms and web searches.
Video: Go Live
Probably one of the most popular tools in marketing lately has been video, where most marketers have reported that it has the best ROI. Successful videos seem to effortlessly blend entertainment with useful information, all within a small snippet of a video.
Live video, through platforms such as Facebook Live and Instagram Stories, is one key way to leverage video in 2018. If you have some events or announcements in the coming year, consider hopping on Facebook Live to make it. Embracing this even now will help you stay on the cutting edge of digital marketing.