In this booming age of dynamic change in technology marketers are relying more on the digital structured approach over being traditional. The greatest advantage of digital marketing is reaching to the target customers in real time. In this ‘smart age’ of smartphones and tablets the objectives of digital marketing also needs to be SMART(Specific, Measurable, Attainable, Relevant and Timely). This trend of E-business is most happening concept in marketing at present. The traditional method of ‘impersonalised’ marketing is gradually replaced by ‘personalised’ and ‘filtered’ approach towards marketing.
With every passing day conjugated with the advent of new technology marketers are relying on the social media platforms like Facebook, Youtube, Instagram, Twitter, Snapchat etc etc. The concept of behavioural marketing and AI(Artificial Intelligence) came into the forefront. The sites have the browsing history stored and this history is being used by marketers to sell a product to a potential customer. Along with this growth in digital trends, privacy protection of the customers will be one of the prime objectives of marketers. It is more of a customer-centric approach rather than being traditional in which both marketers and customers have more or less equal hold.
The digital marketing trends that will dominate 2018 can be formulated assessing the market scenario of 2017 and by analysing customer buying behaviour and how much tech-savvy they are. Some of them can be notable as follows:
AI and behavioural marketing would take strides together and these two aspects would be the prime focus of the marketers. Mobile & Voice search will be the new buzz.
Social media sites like Facebook, Instagram, Twitter, Snapchat has made more easy for the marketers to study the customer preferences and to reach out to a larger audience.
The concept of Influencer Marketing supported with identifying, researching and engaging the people who create the conversations impacting the brand, products or services.
The ad blocking software is being increasingly used by customers to feel free from something unnecessary. No need to say, it is obviously a setback to the marketers. While Facebook, Google, Instagram have filtered ad blocking technology; Youtube is a good platform for marketers to launch new products since it has less of such an issue. The AI driven approach can be a solution to this problem for marketers. The stored browsing history helps to analyse the customer preferences and set in line the list of products that a customer may wish to buy in future.
Since, both marketers and customers are relying on the digital media more; it would be mandatory from the side of the customers to protect the privacy of the customer. The application from which a customer is willing to shop may have access to different media files and his personal information but it is upto the marketers to protect this issue.
The emerging trends in digital marketing will be more dependent on new and rapid changes in technology, platform evolutions and improvements. The analytics of marketing in 2018 will be having a more filtered approach focussing heavily on organic search and Artificial Intelligence(AI).