“New trends will enter the marketplace in 2018 and companies need to pay attention. Email marketing automation, machine learning, and artificial intelligence may dominate new marketing trends next year,” – Forbes.com
The annual calendar is about to ring in the brand new year of 2018. Businesses, consumers, suppliers, and manufacturers are looking forward to the next year with fresh energies and renewed hopes. Undoubtedly, new marketing and promotional trends will emerge as brands and businesses seek to engage and re-engage with customers in the brand new year. The standard practices that define commercial promotions will likely continue but may be refined and re-adjusted to yield greater returns. We will examine some prominent marketing and promotional trends that may distinguish commercial markets in the paragraphs below.
Digital content marketing should dominate the landscape of marketing and promotional trends in 2018. Intelligent commercial operators have already acknowledged the power of content marketing and this trend will gain momentum in 2018. Digital video artefacts, e-books, social media posts, and blog posts remain prominent examples of digital content marketing. The market has responded to this trend by creating digital tools that enable interested entities to create professional-looking and polished video content. These forms of content can help brands and businesses to broadcast their marketing messages and reach millions of online audiences.
Every marketing organization builds a database of valid email addresses that can be leveraged to reach customers and business prospects. Automated email marketing will likely figure among the marketing and promotional trends in 2018; therefore, marketing professionals can create and deploy automated email campaigns to reach and engage with audiences. The content of such electronic communications may include product images, graphics, promotional offers, and web-links to online video content, among others. We note that this strategy may enable businesses to reach and resonate with new audience segments. In addition, such email campaigns can ignite online conversations that may amplify the business message.
Data-driven marketing should figure prominently among the marketing and promotional trends of 2018. This prediction stems from the fact that digital data pervades our modern lifestyles in many forms. Online social interactions, Internet browsing behavior, online search actions, instant messaging etc. comprise some of our daily digital activities. In response, marketers are increasingly gearing to tap such information to reach potential new customers. New cyber technologies may emerge that enable commercial organizations to harvest larger streams of digital data and match the information with context to build detailed maps of consumer behavior. This trend may gain momentum from the fact that large swathes of population are entering and interacting in the digital domain.
Marketing driven by social media platforms may acquire greater momentum in 2018. Social media represents a great digital melting pot in the lives of modern citizens. Brands and businesses can work to harness the power of social media in one of the most prominent marketing and promotional trends for 2018. An interesting insight has emerged in recent times to reinforce this perception. Experts have noted that social media confers close control and immense promotional power to brands and businesses that drive social media-driven marketing activities. We note that the power of such marketing strategies can only increase in the future; in response, commercial organizations will likely move to escalate their commercial engagements with customers through social media platforms.
The website experience remains a central part of the lives of modern, digitally enabled customers. Most businesses actively maintain and sustain an electronic presence in cyberspace through the agency of a flagship website. In 2018, brands and businesses may work to promote flawless customer experiences by improving their flagship web presences. We note this technique represents a very cost-efficient process that can upgrade the end-user’s experience and improve corporate mind share among customers. Interested commercial organizations can work to upgrade the mechanics of their websites and thus guarantee a seamless interaction with their customers. In light of the above, we may state that website optimization may feature prominently among the marketing and promotional trends in 2018.
Online influencers may capture new peaks in the expanding domain of digital marketing. We note that these individuals or entities can exert an outsize influence on masses of customers and digital onlookers. They may feature high on the list of marketing and promotional trends because brands often collaborate with influencers to expand their marketing outreach. This trend is especially significant it stems from changes in consumer viewing habits. Modern citizens are increasingly tuning into online video platforms in a marked shift away from traditional media such as television and radio. This shift is powered by the ubiquity of broadband Internet and significantly high usage of mobile broadband systems. Therefore, influencers are increasingly catering to an expanding set of diverse online audiences. In light of these facts, we note that online influencers will gain additional heft in marketing campaigns in the next year.
Mobile optimization can feature among the marketing and promotional trends that gain ground in 2018. This perception stems from the fact that much of the civilized world has access to connected digital devices, thereby providing marketers with access to individual customers. All manner of brands and businesses may choose to initiate ‘mobile first’ marketing campaigns in a bid to access the masses of customers and to discover new markets. This impulse may be fuelled by market research that indicates customers are more likely to interact with brands that reach them via mobile devices. We note that this form of cost-efficient marketing should accelerate significantly in view of the fact that marketers can transmit special offers and assorted commercial inducements straight to consumers’ handsets. Further, mobile marketing platforms have evolved significantly and lower the cost of a campaign compared to other forms of (traditional) media. In light of the above, we may state that mobile marketing techniques would be further refined in a bid to connect consumers directly with brands and businesses.
Low-tech marketing techniques have survived the onslaught of high technology-driven marketing practices. For instance, commercial organizations can widen the outreach of a brand by embossing it on minor products such as pens, notebooks, scratch pads, and coffee table coasters. Campaigns that hinge on this technique can be undertaken on relatively modest budgets and may gain a new lease of life among the marketing and promotional trends that may distinguish the year 2018. Inexpensive artefacts such as pen drives and writing instruments can be deployed to reach younger generations of consumers. The random placement of these objects empowers a brand to perpetrate a low-key marketing message in modern markets. Further, these exercises can power an informal word-of-mouth campaign that enables a brand to gain publicity in multiple markets.
In the preceding paragraphs, we have examined some of the possible marketing and promotional trends that may capture the public imagination in the year 2018. Every commercial operator must remain sensitive to these trends because they will enable businesses to reinforce their brand presence and pull ahead of the competition. Brand managers and marketing strategists can also elect to combine these strategies to address virgin markets. Interesting feedback and consumer reactions may ensue, leading to refinements and tweaks in the marketing campaign. Intelligent business operators can react to the information and re-calibrate the scope of their marketing efforts. Happy hunting!