By: Ro (Rougeyar) Parry Over the last few years, new trends have emerged that have had an enormous influence on how marketing organizations collaborate, communicate, innovate and evolve. As digital marketers, we live in a fast-paced world where the rules and strategies change on a daily basis. One minute […]

This is an interesting article I found the other day. As a digital marketing business, we are always trying to stay ahead of the curve and be at the forefront of the industry. Technology moves so fast that sometimes if you don’t have your finger on the pulse, you can miss out. Check out some of the thoughts below: 2018 marketing trends

1. Live Streaming

It’s no surprise that video continues to dominate social. Expect to see a continued shift towards video content and in particular, live video. Video streaming was 75% of all internet traffic in 2017 and there are no signs showing things will slow down. Studies found viewers watch live streams 3x longer than prerecorded video. Look for major platforms such as Facebook, Twitter, Instagram and Snapchat to double down on live videos by improving feed quality and adding more interactive features.

This is a no brainer. Facebook have invested millions in their streaming technology. They, and the other social media giants understand that this will be extremely important for the future.

2. Mobile Video

Mobile video ad spend will grow 49% to roughly $18 billion in 2018, reports Recode, while non-mobile video ad spend is expected to fall 1.5% to $15 billion. You can expect to see a decline of video consumption on laptops and computers for the first time — while video views on phones and tablets is expected to grow by 25%. The average viewer is expected to watch 36 minutes of online video per day on a mobile device, as opposed to half as much — roughly 19 minutes — on a computer.

With the improvement in screen resolution and also the speed of mobile data providers has meant that many people use their mobile phone for everything, and unless you’re in an office, laptops and desktops are diminishing.

3. Growth Hacking

Also known as growth driven tactics, these are marketing processes specifically targeted for increasing growth in revenue. SEO is the still one of the best growth hacking strategies simply because you are getting more traction from people who are already inquiring about your product or service. As technology evolves to allow additional search options, you have to adjust your strategy to meet your audience where they are looking for you. Attracting leads with awesome content and exciting twists (such as a giveaway or a challenge) can help move the dial in converting these leads to sales.

Takeaway: SEO is not dead, and if you’re not engaged in this strategy, you will miss out. I was on the phone the other day to a hosting company. While I was waiting, he asked what we do. I said SEO. He said snakeoil! Can’t help stupid.

4. Artificial Intelligence (AI)

Combined with big data and machine learning, AI is expected to make a huge impact on how we market to our consumers. Users can expect highly-customized content delivery, automated based on their persona and lifestyle. Starting an AI strategy can be costly and require specific skill that are often hard to come by as the role is in such high demand. However, the large upfront investment shows promising results for those willing to take the plunge.

Recently Elon Musk warned against AI and killer robots. This just shows that it’s real and it’s happening.

Brand Blog

We’ll see companies taking control of their content by creating their own blogs. Topics like company updates, engaging customer stories, featured guest posts and relevant business trends will allow marketers to cultivate their brand and connect with customers while having the interactions take place on their own website. The odds are that 2018 is going to be another exciting year for new and innovative ways to reach consumers and increase brand awareness. Rapid development in technology is making it increasingly challenging and marketing teams will need to explore, invest, experiment and adapt in order to keep up. Do you agree with the trends in this list? Do you have any of your own to add?

This is one concept that I’m particularly bullish about, and for good reason. Blogging, while and old concept, is still rapidly evolving. On a ma level, we are noticing that any brand that has a strong blog presence and is consistent, is doing very well in search broadly for all terms they are ranking for.

My Thoughts

As mentioned above, we want to stay ahead of the curve. But it’s not always easy. One other strategy that I think will also become increasingly popular will be podcasting, which goes hand in hand with live streaming. From a scientific SEO point of view, it increases engagement rank and reduces bounc rate significantly due to time on page. We are toying with the idea of starting a podcast, or youtube live streaming. It is a hell of a lot of work though. Essentially even if you don’t have the time or resources to engage in every strategy, you should at least be aware, and keep an I on how they evolve.

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Jono Farrington
SEO & Digital Marketer
Jono is a partner in two digital agencies in Australia. He also founded and curates his personal SEO blog at http://theseoglossary.com. He lives in Adelaide, South Australia.