As 2018 begins, there are many new digital marketing trends on the rise. You can expect to see some critical changes in how companies – both big and small – take advantage of online marketing tools and spread information across different channels. While effective tactics such as search engine optimization (SEO) and quality content continue to play an essential role in digital marketing, new tools including social video marketing, native advertising, and marketing automation are on the rise as we enter the new year. Here’s a closer look at some of the top digital marketing trends you can expect to see in 2018.
1. Push Towards Native Advertising
Most web users find pop-ups and other forms of interruptive ads to be frustrating when searching online. These ads are often irreverent to the subject, resulting in a significantly lower click rate on your website. Native ads, in contrast, are page advertisements that contextually and stylistically blend in with the platform in which they appear. By blending advertisements with on-site content, digital marketers can share engaging ads while bypassing the majority of readers’ aversion to website popups.
2. Endorsement of Industry Influencers
Online influencers have quickly built a reputation for themselves as ‘celebrities’ of the modern age. A greater percentage of marketers are planning influencer marketing campaigns to reach a wider audience and engage younger generations. These influencers help create an authentic voice for brands by establishing relationships in which audiences can connect on a deeper level.
One caveat: as the Federal Trade Commission cracks down on disclosure issues on social media channels, it is more important than ever to avoid the use of ‘fake influencers’ in favor of experts who really know and understand your field. New regulations imposed by the FTC require advertisers to fully disclose their connection to the influencer.
3. Changes in SEO Strategy
Successful web marketing professionals should keep an eye on upcoming changes to SEO. In 2018, search engines will be putting priority on certain aspects that will benefit users in the long-term, such as helping brands create more influential contracts. Some of the biggest digital marketing trends that will likely occur this year include content, link building, and voice searches. With more than a fifth of Google’s total searches coming from voice search alone, semantic keyword research will play a vital role in taking advantage of this unique and novel feature.
4. Focus on Quality of Content Over Quantity
Due to a wealth of existing information on the web, individuals are seeking the best information in the search engines as opposed to the first piece of content they can find for their respective search. This has led to a major focus on quality content over quantity of articles published online. Today, businesses understand that their content must be unique and engaging in order to attract and build their audience. As readers become even more familiar with the digital ecosystem and accustomed to finding quality content online, modern marketers will have to focus more on delivering highly engaging and informative content at the expense of volume.
5. Rise of Marketing Automation
Marketing automation will play a major role in 2018. Not only can it help optimize your communications, but it can also convert new leads and essentially grow your brand. The popularity of marketing automation is at an all-time high, with nearly half of business-to-business (B2B) companies adopting the innovative technology.
Research has shown that marketers that use automation software have the ability to generate significantly more leads than marketers who still rely on blast email software. As more companies embrace this trend, automation will soon become a marketing necessity. For more on how marketing automation is significantly changing the digital marketing landscape, read these facts about marketing automation.
6. Aim for Greater User Experience
With more marketers realizing the impact a well designed website can have their marketing efforts, User Experience (UX) will likely be on of the hottest digital marketing trends of 2018. User experience is one of the most important factors in terms of retaining users on your website. As a business, you want your audience to not only reach your site but have the ability to easily navigate your site and locate crucial information with ease. Without a user-friendly website, you can expect to maintain a high bounce rate, and possibly endure many negative reviews from your users.
This all goes to show that while you can initially grab a web user’s attention, you cannot keep it without investing time into ensuring the experience they will have on your site is positive. This may be due to your website lacking some critical SEO aspects or the design not being user-friendly. Whatever the case, improving your on-page experience can significantly improve customer retention, keeping your potential clients happy and eager to buy.
7. Incorporating Mobile Search
Google, undoubtedly the largest search engine on the web, has recently made changes that now give ranking priority to sites that are optimized for mobile use. With this change and many others soon to follow, Google has once again changed the digital marketing landscape, forcing businesses to follow suit.
Today, more searches are conducted on mobile than on any other device, and statistics show that the bulk of mobile searches occur on Google. Thus, it’s no surprise that the major search engine has decided to prioritize mobile search. As the majority of users now rely on their smartphones to search the internet, it is only natural that we can expect these changes to occur further into 2018.
Speak With an SEO Company for More Information
With the start of the new year, there is no better time to implement new digital marketing trends in your digital marketing strategy. Speaking to an SEO company is one of the best decisions you can make to enhance your web marketing efforts and grow your online presence. The skilled team at 321 Web Marketing in Northern Virginia has extensive experience generating organic leads through website design, content marketing, SEO, and other essential services. If you want to stay ahead of the competition, contact us today to start your campaign.