Digital Marketing is a vast and growing industry. Thanks to technological advancements and the ever-evolving beast that is the internet, there are endless ways for businesses to market themselves and reach new audiences, so much so that it’s hard to know where to start.

So what are some of the tactics that marketers are focusing on in 2018?

Artificial Intelligence

Artificial intelligence is a sophisticated marketing tool that can be utilised in a myriad of ways.

By processing enormous amounts of data in a very short amount of time, it allows businesses to analyse consumer behaviour. Used well, it can help you predict customer needs and understand their desires.

By using AI, you can analyse data and use your findings to boost your revenue.

From which background music to use in store or on your website to the colours and words used on your online ads, AI can provide you with information that will help you adapt your methods in order to improve the service cycle and ultimately boost sales.

Social Media

Social media has long dominated the digital marketing world. Research shows that there are currently 4.021 billion internet users worldwide and of those, 3.196 billion use social media. From old favourites like YouTube and Facebook to slightly more recent developments like SnapChat and Instagram, social media is king in today’s climate.

On average, social media is actually cheaper than traditional outbound marketing methods like TV and radio ads. It also allows you to target specific demographics based on age, sex, location, interests and browsing habits.

If you’re not already utilising social media as part of your overall marketing strategy – start now!

Mobile Marketing

You only have to look up on public transport these days to know that everybody is glued to their smartphones for a large part of their day.

Maximising your mobile marketing strategies is therefore key to reaching your intended audience and driving sales.

Mobile marketing is a relatively broad term which covers a lot of today’s inbound marketing techniques.

Perhaps the key to succeeding in mobile marketing is recognising that the mobile version of your site should be prioritised over the desktop version. Google officially rolled out their mobile-first indexing system in March 2018 which means that mobile versions of websites now rank higher on search engines than desktop versions.

Making sure your website is mobile-friendly has therefore never been more important.

Apps are another key part of mobile marketing. If you don’t already have an app for your business, you should consider creating one. Apps are a great way of gaining commitment from your customers and then using that commitment to offer further in-app discounts and offers to maximise revenue.

Apps also provide you with an incredible amount of invaluable user data.

From purchasing habits to age and location, the data you receive will enable you to tailor your services and products to suit your customers and maximise your revenue.

Video Marketing

Video is becoming increasingly important in the online marketing industry. Over the last two years, mobile video usage has increased by almost 10 million daily views and customers today are 64-85% more likely to purchase your products after watching video content.

Video can also improve your SEO by building backlinks to your site, increasing shares and likes on social media and driving traffic to your website.

As the millennial and Gen Z generations become increasingly dominant as consumers, video is a crucial tool for any marketing strategy.

Google Maps Optimisation

Smaller businesses in particular can really benefit from Google Maps Optimisation but it’s also great for larger businesses too. Ideal for local businesses, it is a simple and effective way to attract and retain local customers as well as gain new or visiting customers.

Thanks to the convenience of the internet, most customers now just google search local products to find the nearest provider. The reality is, if your business doesn’t appear on the first page of the Google search, users are unlikely to notice your existence and will therefore not convert into customers.

Optimising Google Maps and making sure you are visible and ranked highly is key. So whether you are a local cafe specialising in vegan cupcakes or sell commercial solar panels, Google Maps Optimisation can let nearby customers know where you are and what services you provide.

Geo-Location Targeting

Another way of targeting local customers is by utilising Geo-Location Targeting. Using Artificial Intelligence and data analytics, you can target nearby users who will likely enjoy your products or services by getting adverts and discount offers in front of them with social media, mobile marketing and various online advertising methods.


When it comes to digital marketing, these methods are just the tip of the iceberg. There are of course many other creative ways to target customers online and many more methods will be developed as technology evolves in future.

Finding the right digital marketing strategy can feel overwhelming, especially if it’s not your field of expertise.

If in doubt, contact a professional digital marketing agency who can guide you through the process and maximise your return on investment.