The 3 most important digital marketing trends of 2018

We live in an age of information. With social media giants changing the digital marketing game – constantly updating and changing their algorithms and policies – it’s vital to stay ahead of the ongoing technological revolution. So, we’ve gathered some of the most important trends in digital marketing in 2018 together for you. Understanding these could be vital to the success of you and your business:

1. Unlocking the power of video

If YouTube was a separate company to Google, it would, on its own, be one of the most valuable enterprises on the planet. YouTube viewers watch a billion hours of video a day, and other social media platforms are scrambling to catch up. Even LinkedIn, the ‘professional’ social network, is jumping on the bandwagon, boosting video content in news feeds. The statistics show users love engaging with video, with the overwhelming majority preferring to watch a short clip than simply read text or look at images. Shares, engagement and interaction are all boosted by firms using video content – so take advantage of the growing power of video, and update your digital marketing strategy today.

2. The growing potency of influencer marketing

The efficacy of using influencers as brand ambassadors has been proven time and time again: audiences love feeling like someone they look up to uses and loves products and services they can identify with. Instagram and Pinterest now both allow in-app purchases, an important development for marketers: now you can tell a compelling story, capture attention and complete a sale all from one entry point. One of the growing trends of this year will be the authenticity of influencer support – an endorsement which doesn’t ring true to increasingly savvy users is likely to reduce demand rather than boost sales.

3. An overwhelming focus on data security

GDPR has been dominating the tech headlines in recent months as companies rush to improve their data protection efforts. This represents a fundamental shift in how businesses use their customers’ data, and marketers need to be aware of how their efforts to provide a unique and personalised experience (by targeting ads, for example) are going to be impacted. It’s estimated over 3/4 of EU companies are going to fall short of the new regulations, and could face hefty fines.


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