Technology (both in the marketing and consumer worlds), online platforms, and marketing techniques are constantly evolving and changing. In 2017, we saw even more emphasis on content marketing and video, a booming influencer marketing space, and an unsurprising emphasis on data. So what should your business incorporate into its marketing tactics in 2018 in order to keep up with the latest trends and new techniques? Here are 3 areas for your brand to invest its marketing efforts in this year.
Content marketing is slated to dominate in 2018, just as it did in 2017. In fact, 75% of marketers are increasing investment in content marketing in 2018. We’ve all heard the phrase “content is king”, and that may be true; however, as attention spans become increasingly shorter and people consume content using multiple platforms (think a phone, an iPad, and a laptop—maybe even all at once), shorter, more engaging content in the appropriate context should be the focus of marketing efforts. Robust, long-form content certainly lends itself to the appropriate audience if used in the proper part of the sales funnel, but in these changing times, where the average attention span is only about 8 seconds, it may be beneficial to use more concise content that packs a big punch in terms of engagement, sharing, and conversion.
Creating content for the sake of the audience, not to sell the audience on a product, will likely be a popular trend in 2018. This marketing strategy typically works best when companies develop an emotional tie with their audience, creating trust and brand recognition. Engagement will be sure to follow.
The phrase “big data” has been buzzing around the marketing space for years now, but as more companies incorporate big data into their marketing plans, the implications of these data-backed techniques become more and more apparent.
One of the biggest areas in which we think big data will have the most significant impact—not only this year, but for years to come—is garnering consumer insights to inform relationship-driven strategy. Using data to find out what makes customers tick, how they’re engaging with your campaigns, and their user experience throughout, allows you to better understand how to grab your customers’ attention. Zeroing in on the specific attributes of the audience you should be trying to reach and how best to communicate with them will ultimately drive your brand’s goals forward.
Extensive consumer insights also lend themselves to aiding in strategies such as programmatic media buys and the increasingly popular idea of personalization that is becoming increasingly popular year over year.
Artificial Intelligence and Machine Learning
Artificial Intelligence (AI) and machine learning is an area considered to be the latest and greatest in the world of marketing, with ever-evolving and new technologies popping up seemingly daily. It is a space in which tons of excitement and anticipation are growing, but how can your company utilize it to achieve actionable goals? AI is really an offshoot of, and should be used in conjunction with, big data. AI-powered algorithms can help your company curate targeted content for specific consumers. For instance, by analyzing hundreds of data points that can be found in relation to a particular user (location, demographics, etc.), AI formulas can deliver a personalized website experience by serving up best-fitting content. This type of personalization serves up things such as best offers and relevant content based on location, demographics, and browsing history that will make users more likely to engage with your brand.
To learn more about Martino Flynn’s capabilities in these trending marketing spaces, visit martinoflynn.com or contact Kevin Flynn at 585.421.0100.