Marketing Predictions for 2018

Posted: 2017-12-14 03:10:46

The festive season may have only just begun, but who doesn't love a good New Year's resolution? Whether it's working off those mince pies or setting out a sparkling marketing strategy for 2018, it bodes well to be prepared.

So, what resolutions are you going to make this year? If you're unsure of what to focus on, Business2Community outlined three trends that are sure to shape the marketing landscape over the next 12 months.

Audience-specific content

Personalisation may have been the buzzword of 2017, but don't expect it to disappear any time soon. The emphasis will rightly remain on delivering unique experiences to individual customers as more business wake up to the reality that siloes and one-size-fits-all strategies simply won't do. In 2018, go further: map ad campaigns and tailor them to suit audience needs.

Dynamic ads

Dynamic ads have already been making waves in the travel and retail sectors, but its influence is set to increase across industries in 2018. The feed-based ads are effective because they're fuelled by user intent and are versatile. In fact, their strengths are so apparent, Business2community says they'll become 'the norm' for targeted digital marketing.

Next year will also see marketers adopt dynamic ads and combine them with search intent signals. By connecting the two channels, marketers can generate meaningful audience segments through micro-targeting.

Going beyond last-click attribution

Despite the digital revolution, up to 90% of sales still happen in-store. So, next year marketers will focus on intermeshing the online and offline world through the establishment of digital touchpoints. Insights into sales and behaviours gained can then be channelled back into strategy.

Furthermore, marketers will delve deeper into the customer journey, tracing it from the first to last click. It's also expected that marketers will adopt linear conversions in a bid to equally record each touchpoint to conversion. Meanwhile, others will begin to automatically reallocate campaign budget depending on performance.

There will be challenges and opportunities abound in 2018. To make your career aspirations a reality next year, get in touch with Stopgap today.

comments powered by Disqus