2018's Most Important Marketing Trends

It’s gotten to that time of year where we are evaluating our strengths and weaknesses, where we’ve gone wrong and where we can improve. Your marketing strategy is no different!
2019 is the chance you’ve been waiting for to kickstart your business with a bang! Never fear, we’ll catch you up on all of the current marketing trends that you need to know.

Top Marketing Trends 2018

Trends in marketing may be constantly changing but these 8 strategies from 2018 are here to stay!

1. Consumer Driven Content

If you’ve been reading our blog posts then you are probably well-versed in the need for consumer-driven content. Think about it, consumers are buying your products, right? So, why wouldn’t you want to create content that engages them and delights them? It will leave your content in front of mind for the consumers and have them coming back for more.
2019 has been noted to see a huge growth in reputable content. Consumers are opting for informative content as opposed to general advertisements.
Here’s the thing, the more appealing your content is, the more of a chance you will have to get recognized by the RIGHT customers. There’s an abundance of content out there on the internet. In 1 second, you get 365 000 000 when searching “hotel in Norway”. You have to make sure that your content is shining through!
Be Media has noted that good-quality content is king! According to the media site, 80% of internet users go for good-quality original content over canned solutions. Plus, Business Insider has predicted that 30% of internet users will opt for using ad blockers by the time 2018 comes to a close.
Don’t let 2019 block your content. Choose to delight and interest your ideal customers instead!  

Content creation circle2. Video Content Marketing

Video marketing is one marketing trend that we are super excited to see grow. Video content has been on the up and up for a while now! 2019 is shaping up to be the year where video content will shine.
2018 gave us all a little taste of what is to come for video marketing. With the rapid adoption of smartphones and the need to have information at a tap of the screen, it’s no wonder video marketing is having its moment.
Video marketing includes two major marketing aspects: catchy copy and intriguing visuals. Now, you might be wondering, “hmm but isn’t that what we’ve been focused on for Instagram?”. The answer is yes and no. You see, with a plain image, you can only see so much. Video, on the other hand, gives businesses the chance to dive in deeper and give their audiences more!
We’re currently sitting in a time where video content doesn’t have to come at a high production cost. Are you busy reliving how television adverts used to take thousands of dollars to produce? Well, now all it takes is a good cellphone camera and a purpose to pique your audience’s interest.
Social media platforms like Instagram, YouTube Facebook, and now even Pinterest, encourage both short and long-form videos. This is great to keep your audience up to date with the latest product offerings or product demos. All it takes is a quick 10-second video on Instagram to let your audience in and intrigue them.
The key is to craft videos that are entertaining and authentic. Provide your audience with an inside look into who you are and what your business does. Don’t get caught up with the technicalities – more casual and authentic videos are better received by audiences after all.
If you’d like to read more about video content marketing, this article is a must!

Photo by Hermes Rivera on Unsplash

3. Authentic Engagement

One way to ensure successful brand communication is through authentic engagement. It’s time for businesses to start listening to their customers and crafting strategies from what they need.
Authentic engagement is all about learning more about your customers. Businesses will need to start paying attention to how their target audience is interacting online. How your audience is acting online will tell you a lot more about their needs than you could imagine!
Finding out about how your audience talks, which hashtags they’re using and if they have any pain points helps your brand seem relatable. Take the time to research the different communities within the social media world and follow hashtags to dive deeper into your customers’ psyche.
Once you start establishing what your customers need and how they’re expressing it, you’re opening the door to opportunity!

4. Real-Time Engagement

Ah chatbots, the topic of much debate. To chatbot or not to chatbot? In our opinion, it’s a must and one of the strongest marketing trends out there!
We are in a time where everything is instant. Gone are the days of waiting for normal working hours to get what you need to know.
If you’re not using chatbots or live chats, there’s a good chance that your competitors are. Let’s look at an example, shall we?
Picture this: you’re a curious customer who is shopping around for the best hotel in Zurich. You find 2 options but you’re not too sure on the booking steps. The one hotel requires that you send an email to which you’re unsure of when you’ll actually get a response. On the hand, the second hotel has a live chat that offers instant answers.
Instant Messaging
Which hotel would you be more inclined to book with? The second one, right? By having information ready at an instant, customers won’t get deterred and click out of your website. Everything they need to know is there and ready for them.
Do you see why real-time engagement is so important for 2019? We encourage all of our clients to take advantage of this nifty tool.

5. Artificial Intelligence Marketing

Artificial Intelligence is hot on the digital marketing scene and one of the key marketing trends. Artificial Intelligence uses customer data to help you to anticipate their next step. That reason alone is enough to get brands talking!
Imagine a world where you can get direct insight into what your customers want or need. Well, that world is now and it’s here to stay! AI uses aspects like big data, intelligent machines, and insightful concepts to look for trends. These trends will plan out the relevant patterns and reactions that are best suited to that specific customer.
2019 is going to be huge for AI marketing and marketing trends. Have you read up on all you need to know? Our article is here.

Photo by Franki Chamaki on Unsplash

6. Voice Search Marketing

Have you noticed that more and more voice search features are popping up? That’s because it’s in high demand right now.
As we said, this year’s marketing trends are all about people wanting answers in an instant. Voice search serves consumers by providing quick and easy responses. All it takes is a “Hey, Siri” or “Hey, Google” and you’ve got your answer.
So, what does this mean for your business? Since comScore predicted that 50% of all searches will be performed by voice searches by 2020, it’s time your business gets on board.
Voice search is all about easy answers. Before we go into our example, take note of this key point of voice search marketing: your hotel will have to target specific keywords to appear on the related searches.
Now, onto the example. Let’s say we’re looking for hotels in Mauritius so we go to our Siri, Alexa, Kim Kardashian or whichever voice search is your go to, for answers. We say, “Hey, Siri. What are the best hotels in Mauritius?” Then Siri will generate an appropriate list.
If your hotel is on this list, you’ve just generated a great lead!
Are you getting an idea on how it works? It’s incredible what voice search can do and you learn more about it here.

7. Personalization Marketing

Personalization Marketing, 2018’s answer to needy millennials… is all about creating a unique experience for your customer. It’s a way to make your customers feel noticed and special. Adding a personal touch to your customer communication will help drive healthy customer relationships and customer loyalty.
If you’re not already utilizing personalization marketing, 2019 is the perfect time to start! It’s super easy to do, too. From tagging your customer’s first name in your email campaigns to offering relatable products based on their previous purchases, personalization marketing is endless. It’s all about getting to know your customer and seeing how you can build up customer loyalty.
Now, besides the obvious reasons, why is this important? The more loyal your customers are, the more likely they will keep coming back to your business over your competitors.
Furthermore, if you are continuously offering them products based on their likes, you are driving your own sales! Even if they weren’t in the purchasing mood, being exposed to something that you know they want will entice them to come back to your business.
So, what are you waiting for? It’s never too late to start!

8. Influencer Marketing

A list of marketing trends would not be complete without Influencer marketing. Influencer marketing has been on the scene for a while now and lets me tell you, it’s not going anywhere!
The major difference is in the shift between macro and micro influencers. Before, businesses were going nuts for influencers with tons of followers. Now, there’s more of a focus on influencers who have high engagement levels and have a trusted voice.
Micro influencers may have smaller follower numbers but a sponsored post will get more people engaged. Micro influencers usually only sponsor products that they love. If they are talking about a product, their followers will then immediately know that will valuable for them to use.

Tanning poolside
Source: Truffle Journal

As we enjoy the last few days of 2018, we’re looking forward to keeping track of our 2019 predictions. With these 8 strategies, your business will be booming! If you have any questions or would like to learn more about these marketing trends, please feel free to get in touch.