With a new year, there come some new trends when it comes to digital marketing. You may want to take a look at this as it may have an effect on your marketing strategy.
Twitter has failed to grow their users in 2017. There a max number of characters per post may have actually hurt them. Linkedin, on the other hand, has seen significant growth. Users seem to be attracted to an Instagram sharing platform that they have rolled out. Twitter was unique only allowing 140 character posts. Users seemed to like the challenge of posting. They have also failed to meet advertiser’s needs.
Artificial intelligence is also making some very large strides and will be an important tool for marketer’s this year. It’s possible for software platforms to study consumer patterns and determine what the consumer wants automatically. They can then send advertisements that are more relevant as well as more likely to convert into sales. Chat platforms like Intercom and Drift, are also using live chat to gain and convert sales leads. This is good news to advertisers as it offers a more hands-off approach to their selling.
Companies will also continue to rely on the consumers themselves to help sell their products in the new year. Companies have in the past and will continue to, invite the consumer to share their stories about a product in a way to promote it. Consumers in general, prefer not to be sold to. More organic marketing strategies like these, seem to resound better with the consumer, especially the younger, more anti-establishment crowd.
Ad blocking technology continues to be a threat to online marketing and that will continue to be the case this year. Google is working on auto mute technology that might be welcomed by consumers but won’t help advertisers at all. Although ad blocking poses a serious threat, major sites have been able to disable the software. Youtube will continue to be a popular site for advertisers this year. Major sites are starting to use better disguised, more subtle advertising. It’s a delicate line to walk as users do not like being sold to while they’re trying to watch T.V. or movies. Ad placement put inside of what the viewer is watching will still happen but the consumers have become wise to this marketing, and they do not seem too happy with it. Ads that are targeted to the consumer themselves are becoming more and more crucial.
Governments are starting to take action, in an effort to protect user privacy. New guidelines in Europe will continue to make it harder for marketers. The right to erasure act will limit what advertisers are allowed to do with consumer information and their abilities to market to individuals.
For years the internet has been like the wild wild west, with no regulations. Governments seem to be getting more involved and this may hinder traditional marketing techniques. I’m sure curious to see what’s coming down the pipeline over the next few years.