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Marketing Trends to Look for in 2018

Business marketing needs to keep pace with the rapid changes in technology, consumer age group, social contexts and global competition. Experts believe the following will be the key trends to watch out for in 2018 and beyond.

Content publishing

Social media is obviously a powerful marketing tool for businesses with a 37% penetration and 2.80 billion global users. More than one million new users join in every day and three-quarters of the users are likely to recommend a brand if they have had a great experience with it on the social media. In 2015, more than 50% of purchase decisions were influenced by Facebook.

But with platforms like LinkedIn introducing publishing option, social media in 2018 is likely to move towards allowing users to publish their own unique content. LinkedIn is already popular with many businesses that use it to boost B2B engagement through influential articles. With Instagram and Snapchat introducing linking features where users can swipe to read articles, more and more businesses will look to publish relevant content directly on these platforms.

Live streaming

Business marketing will become more dynamic, visual and vibrant in the years to come. With 4.4 million videos uploaded and watched on Facebook in one month, the power of visual and live connections cannot be ignored. Live video streams are likely to become the mainstay of business advertising whether for launching a product or for conducting a webinar.

Value-based advertising

Millenials identify with social causes or “giving back” to the society strongly. With Millenials’ purchasing power set to reach $3 trillion in 2018, it is clear that brands have to create and sustain value to attract their attention.

Peer influence

As ad blockers continue to become popular, influencer marketing will be the best way to reach the desired audiences. Studies show that consumers are more likely to trust recommendations and advise from subject matter experts and peers than paid advertisements. Micro influencers who have an audience between thousand to one lakh people will wield more power in terms of influencing the audience as opposed to macro influencers.

Micro influencers have niche audiences and are four times more likely to get a comment on a post as compared to macro influencers.

Virtual reality

The number of active users of virtual reality would reach 171 million by 2018. Businesses including Emirates and a majority of Forbes Global 2000 companies are experimenting with VR in a big way already. Giving the consumers the virtual experience of a product usage or an upcoming event’s sneak preview will probably be the focus area for businesses.

Related Article: Why Small Businesses Need to Invest in Social Media

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