November 16, 2017

Posted by: Claire Brzozowski

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Four Marketing Trends for 2018 (and Four that are ‘So Last Year’)

If you’re anything like me, you can’t wait for the holiday season. Hot cocoa, Christmas trees… and marketing trends? With the new year right around the corner, it’s time to reevaluate what you’re doing to promote your business. Let’s look at four trends to take with you into the New Year and four trends that you should probably be kicking to the curb along with your Christmas tree come this January. 
 
Think Mobile First: We’ve talked about this in previous posts, but the idea is still relevant going in to the New Year. Mobile accessibility is one of the most important components for any piece of digital media content. According to comScore’s 2017 U.S. Cross-Platform Future in Focus report, mobile now represents almost seven out of ten digital media minutes, with smartphone apps accounting for half of all  audience time spent engaging with digital media. When it comes to mobile, audiences want quick and simple steps to find what they’re looking for. If you can give them this, you’re ready to start 2018 out strong.
 
Live Streaming: It’s no secret that video continues to rule social and digital platforms. In the coming year, you should expect to see this domination only increase, especially when it comes to live video. In 2017, video streaming took up 75% of all internet traffic. Even more interesting, according to studies, viewers watch live streams 3x longer than prerecorded video. This is something to keep in mind when deciding on the best way to showcase your content in 2018.  
 
User-Generated Content: According to Nielsen’s Global Trust in Advertising report, 83% of customers trust recommendations from people they know, while 66% trust other customer testimonials posted online. Compare this to the 46% of customers who trust ads posted on social platforms, we can see how leveraging user-generated content is a must. 2018 will be all about the consumer, so let’s use their own self-generated testimonials to our advantage to promote your business by curating this user-generated content and incorporating it into your social campaigns in a way that is both organic and professional. 
 
Geofencing: Let’s admit it- it’s 2017 and we don’t go anywhere without our phones. On average, users are on their phone at least 75 separate time per day. We can take this to mean that people are using their phones, and potentially accessing your content, in several different locations throughout the day. Taking advantage of this location hopping, marketers have begun to use geofencing technology. This technology collects information to better target their customers as they arrive, leave, or stay in specific locations. Geofence technology works by prompting mobile notifications, such as promotion messages, discounts, etc., when a potential customer is active in those specific locations. One thing to keep in mind, however, is that customers will need to ‘allow’ your app to track their location, so you’ll need to convince them why sharing their location is beneficial.
 

Now that we’ve learned what trends you should be giving a try, it’s time to talk trends that should be left back in 2017. 

 
Drip Campaigns: A drip campaign is a direct marketing method that involves sending pre-written messages to potential prospects over longer periods of time in order to cultivate leads. You may be tempted to send out an email blast to everyone on your contact list. Squash that urge. When sending out these emails to a large contact list it’s highly unlikely to see the high engagement rate you’re looking for. Instead, try sending targeted emails personalized with more relevant content based on behaviors, demographics, and recent engagement levels.
 
Quantity over Quality: It’s almost 2018 and the internet is filled with content, content, and more content. Buyers have enough- maybe too much- at their disposal, so it’s important to focus on quality blog content over high quantities of posts. Try focusing on one specified subject per blog post to ensure each post serves a purpose, rather than acting as filler for you site. 
 
Organic-Only Facebook Strategies: Organic Facebook strategies may have been the latest and greatest in times past, it’s time to move on. According to researchers, Facebook organic’s reach is at an all-time low, and is only continuing to decline. While stats say that your organic postings are only being seen by 2-6% of your fans, Facebook still offers an extremely large audience and great potential, so it may be time to re-think that strategy by using Facebook boosted posts and advertising. 
 
Marketing Automation Overload: Marketing automation has a time and place, and it is imperative to know when the right time is to use it. Next time you want to use marketing automation, keep in mind that it should be used primarily to serve internal marketing activities, while used sparingly on other outside marketing activities. 
 
There you have it; four marketing trends that you should be taking advantage of this coming year, and four that can be left behind.  So now when you’re coming up with resolutions for the new year, be sure to include a few of these and you’ll be good to go!

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