Advancements in technology impact everything we do…especially how we market to consumers. So what does 2018 have in store for marketing and business? Here are 5 trends predicted to dominate in the coming year. While some of these trends continue to grow and flourish from previous years, others will make you feel like we are living in the year 2050 not 2018.

1. Content Marketing 2.0

WHAT THIS MEANS:

If you are not familiar with the lingo already, Content Marketing is the kind of marketing that involves creating and sharing online material (videos, blogs, social media posts, etc). It is a subtle form of marketing that does not explicitly promote a brand but is intended to stimulate interest in its products or services. This kind of marketing is going to expand in 2018 and it will get more competitive as brands spend more money on content strategy.

HOW YOU CAN USE THIS IN YOUR BUSINESS:

This seems obvious but the best way to incorporate this trend into your business is…. to CREATE CONTENT! Think about the kinds of things your ideal customers would search for and create material they would want to read. Post on social media, start a blog, do a guest post on someone else’s blog, make an explainer video, etc.

2. Rise of the Micro-Influencers

WHAT THIS MEANS:

Social media platforms have given rise to a new kind of media: the micro-influencer. These are bloggers, YouTube stars, and Instagram aficionados that have a modest following (between 500 and 100,000 followers) compared to macro-influencers (usually have greater than 10 million followers). According to research, these micro-influencers have a higher consumer response rate than macro-influencers because they usually post about niche topics and have a loyal following. As ad blockers become more prevalent, it will become increasingly difficult to reach consumers. Micro-influencers are expected to bridge this gap. (source)

HOW YOU CAN USE THIS IN YOUR BUSINESS:

Do some market research to find out who the micro-influencers are in your industry. Who does your ideal customer follow on Instagram? What YouTube channels do they subscribe to? What blogs do they read? Once you have a list of micro-influencers, follow them! Like, comment, and share their posts. Ask them if you can post relevant content on their site. If you build a relationship with them you are likely to get a positive response.

3. Personalization

Image Credit: Denys Prykhodov / Shutterstock

WHAT THIS MEANS:

You know how Netflix makes suggestions based on previous account activity? This kind of customization is called Account Based Marketing and in the coming year, it is expected to expand to other platforms. Programs like Adobe and Optimizely are “personalization engines” that use specific algorithms to analyze visitor behavior. This enables marketers to recommend specific pieces of content which create a personalized experience for the end user.

HOW YOU CAN USE THIS IN YOUR BUSINESS:

You don’t need to spend thousands on high tech software to personalize your marketing efforts. Instead, try offering potential customers a customized item for free. The item should be related to your business but more importantly, it should be something that is useful to the lead (such as a free analysis, report, or evaluation, etc). This is a great way to get into the door for a first meeting or to put your name on their radar.

4. In Car Ads

WHAT THIS MEANS:

This is a marketing trend that sounds a bit like science fiction. By the year 2040, it is estimated that 95% of new vehicles will be fully autonomous, according to Fortune. These self-driving cars have created a new marketing channel as passengers are freed from the responsibility of driving and are able to consume even more content. In 2018, look out for In-Car ads and other ways in which marketers will target this captive audience.

HOW YOU CAN USE THIS IN YOUR BUSINESS:

This technology is so new, let the pros experiment with In-Car ads and learn from their mistakes.

5. Multi-Channel Outreach

WHAT THIS MEANS:

In 2018 spam filters are going to become even better at filtering out unwanted emails, according to Fast Company, which means email outreach alone will no longer work. The best way to get customers and boost sales for your business is to have a balanced integrated marketing plan. Reach your customers through various channels of communication.

HOW YOU CAN USE THIS IN YOUR BUSINESS:

Create a marketing plan for your business that combines a variety of different outreach channels (like social media ads, email blasts, blog posts, direct mail, text message outreach, etc). This may seem like a lot of work, but don’t feel overwhelmed! You don’t need to have a full campaign for each channel, just remember to diversify your marketing efforts and don’t spend your budget all in one place.