4 Marketing Trends to Watch in 2018

February 1, 2018

Analyzing all social media platforms, reviewing possible changes to legacy advertising, predicting what will be next in digital marketing, and determining how technology will play a part in the overall marketing space are just a few things to consider for 2018. Below are four standout areas in marketing that will be interesting to monitor this year.

It’s important to note for each of the four highlighted trends to watch, research and analysis will play an integral part in successful planning, implementation, and post-campaign analysis.

Video Content is the New King

Cisco* predicts 82% of consumer Internet traffic will be video by the end of this year. With YouTube releasing viewing figures last year that one billion hours are spent daily viewing video on the site, it’s not surprising an estimated 26% of businesses are predicted to implement video into their digital marketing strategy in 2018.

A successful video campaign can result in brand amplification, conversions, and retention. In 2018 watch for a wide array of video being created, including projection mapping (spatial augmented reality), live video streaming, VR, and 360 videos.

The Increase in Mini Ads

Last year we saw testing of the six-second video ad late summer and fourth quarter of last year, most notably during several major sporting events. This included a Duracell ad run during the World Series as well as six-second video ads during football games on Thanksgiving Day.

Victoria Vaynberg, head of digital U.S. at Anheuser-Busch InBev is a proponent for the ad format, and enjoys the creative challenge of the time restriction. Others appreciate the dollar-adjusted cost for this type of ad. It’s too early to make a solid prediction, but one to watch closely as the year unfolds.

Marketing Social Issues

According to CMO magazine, over 80% of consumers believe corporations have an obligation to take a stand on social issues. While very few consumers believe this stand should be politically based, it is interesting to note 30% of Millennials, in particular, do feel a political stance from a corporate platform is important.

What does this mean for 2018? If you aren’t already telling your story with a social purpose, it’s time to integrate it into your messaging.

A Shift in Legacy Media

Business Insider ran an article in 2016 opining on the slow death of legacy media. The article gave examples of why their demise was slow, including the wealthy demographic still reading print newspapers, but nevertheless predicted its demise. While we continue to see shifts in traditional media advertising levels (and survival), “death” was a hasty prediction.

What we will begin to see in 2018 is an increasing importance in data and technology. Specifically, how they relate to helping advertisers with personalization for TV viewership reach.

If you want to ensure success in any of these areas, research, data, and accurate analysis will be an important component to your marketing efforts. Please contact us to discuss our innovative approach and vast experience working with clients in a wide range of industries.

*Cisco Visual Networking Index: Forecast and Methodology, 2016-2021

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