Digital Marketing Trends - What Are The Experts Predicting in 2018?

By Social-Hire

Share on: 

With social media's influence on SEO and digital marketing increasing, it is up to SMEs to keep in touch with the latest trends and the tools and technologies available to them.

A lot has happened in 2017: we saw Instagram Stories take off at the expense of its competitor Snapchat; Apple announce its iPhone X complete with augmented reality chip and Twitter double its character capacity.

So what can we expect in 2018? We have looked at the predictions being made by some of those sources with their fingers firmly on the social media pulse and three clear themes have emerged.

Digital Marketing Trends


Digital Marketing Trend: The Generation Z Effect

Many of the sources we looked at suggested that 2018 will see businesses cater more closely to the needs and preferences of so-called Generation Z. This is the demographic cohort which follows on from the Millennials (or Generation Y).

Some generalisations being made about Generation Z are that they are obsessed with mobile technology, enjoy consuming ephemeral content, crave authentic experiences and can be powerful social media influencers.

What is ephemeral content? Popularised by Snapchat and Instagram Stories, ephemeral content is designed to last 24 hours before it is gone forever. Usually consisting of images or short videos, ephemeral content echoes the fast-paced lives of younger people who have grown up in a constantly changing world of information on demand.

With Instagram, back in April, announcing that 200 million people were using Stories on a daily basis, some commentators are predicting that by the end of next year, half of all Instagram members will be using the service to share snapshots of their lives.

What does this mean from a digital marketing perspective? It suggests SMEs should start thinking now about how to supplement – if not ultimately replace – traditional advertising campaigns with short-lived, high-impact social media content.

In terms of the type of content, the experts are advising marketers to focus on authentic experiences with plenty of spontaneity and 'behind the scenes' footage rather than overly scripted ads. Generation Z are telling researchers that they are cynical of traditional advertising methods and businesses may find their messages falling on deaf ears if they ignore this trend.

There is also expected to be an increase in the 2.5 billion plus people using instant messaging services. When talking to businesses, this immediate connection is preferred over asynchronous email by many from the Generation Z cohort and has led to the rise of chatbots, computer programs designed to provide human-like interaction via text or voice communication.

One last word about Generation Z: due to their innate understanding and use of social media, connecting with this demographic could be a very powerful means to build social influence (and enhance SEO). The teens and early tweens of Generation Z are invested in building their own personal brands and are likely to actively promote brands that resonate with them.


Digital Marketing Trend: Live Video To Go Mainstream

2017 was the year which saw several social media platforms take their first tentative steps into live video streaming. According to the experts, 2018 is likely to be the year that live video finally goes mainstream.

Facebook Live, Periscope and similar apps continue to offer the facility to instantly stream video from mobile devices while YouTube offers advanced features for creating brand channels, scheduling live events, encouraging real-time interaction and even monetising content. The cross-platform app Agora aims to make interaction even easier over live streaming events.


Digital Marketing Trend: The Emergence of Augmented Reality

If you have yet to explore some of the branding possibilities that can be brought to life through augmented reality (AR) then we suggest you have a look at some videos on the subject. Augmented reality involves blending virtual content with the real world using digital technology. Apple's recently unveiled iPhone X comes pre-installed with a chip that allows owners to download AR apps to their handset.

AR is set to take user engagement to the next level. For example, AR apps will enable users to virtually place objects (e.g. furniture) in their rooms, interact with brand animations and tag real world objects with pictures and messages all via their existing handset.

Virtual reality (VR), which offers an even more immersive experience than augmented reality, is also likely to expand from gaming into social media and hence digital marketing. Facebook, for example, are inviting developers to contribute to its Spaces project, a virtual hangout whereby users interact using Oculus VR technology.

Although these three themes came up again and again on the radars of the experts we studied, there are certain to be unforeseen changes to the fascinating social media landscape as we head into the New Year and beyond.

To make sure you stay connected, sign up to our Digital Marketing for SMEs Facebook group or join our next social media webinar for small business owners.

Learn more about Social Hire

We won't just do social media management. Social Hire will work with you to ensure your business sees great value from the service and that your team gets the most out of the service. Our social media experts are driven by the desire to make a enhancements to your social media marketing and reaching targets in a way that realistically makes a difference to your business goals.

Our digital marketing managers are the wizards that can give you the insight you need to develop your business. Have you had enough of making complex personnel choices that don't work well for your digital presence?

Is it important to you to increase the digital footprint of your business by utilising online promotion, but can't work out how to begin?With the professional understanding of our digital experts working in your business, you can begin to see interaction, brand loyalty and enquiries get better without having to take your team out to spend time on ineffective marketing strategies, or spend money on a internal marketing manager with a view to get results that may not deliver!

Our specialists are a team that assists our partners improve their presence online by giving online marketing on a regular basis.

You might like these blog posts Social Media Lead Generation, 3 Key Steps To Make Your Business More Social Media Savvy, Are You Tailoring Your Business’s Communication Strategy To Meet Job Seekers’ Needs?, and How to Use Offline Media to Drive Social Media Engagement.

  Back to Small Business blogs