In our modern world, pretty much everything has become digitized- including our marketing. Digital marketing isn’t the new kid on the block anymore. Almost all businesses implement online sources in their marketing efforts. This has opened the door to a whole new world of tactics, ideas, and strategies within marketing.
So, what are the trends in digital marketing?
Lucky for us curious minds, for the past eight years Adobe and Econsultancy have published annual reports on current digital trends in marketing. The report is based on surveys of over 12,000 marketing, creative, and technology businesses across the world. The latest one, the 2018 Digital Trends Report, gives insights into the digital dynamics of the top-performing companies in the past year.
So, what’s the current situation in the world of digital marketing, and what does the future hold? Here are the 4 key trends in digital marketing for 2018:
1. Great content = happy customers
Customer experience is still one of the top priorities of companies, as well as creating compelling online content that drives up customer experiences.
The report states that companies with a ‘cross-team approach with the customer at the heart of all initiatives’ were 2x as likely to surpass their goals in 2017.
Further, 45% of the surveyed businesses stated that customer experience and content management were one of their top three priorities, with 20% saying it was their main focus.
So, in 2018, it’s clear that to enhance customer experiences, you should be including stellar content plans in your strategies.
2. Creativity is in
Art students, feel free to jump for joy right about now. The report claims we are entering the ‘design and creativity renaissance.’
73% of companies are investing in design for their brands. Companies that describe themselves as ‘design-driven’ are 69% more likely to have surpassed their 2017 business goals, while companies that value creativity are 46% more likely to have surpassed their goals.
But creativity isn’t desired by companies just for the sake of being creative: the goal is establishing ‘well-designed user journeys that facilitate clear communication and a seamless transaction.’ Companies that managed to do this were 57% more likely to surpass their 2017 goals.
Being creative gives companies a higher advantage in establishing a high-quality customer experience. So, don’t be afraid to think outside of the box and get creative with your marketing- it will pay off!
3. More money is going into tech and integrated platforms
Companies have found that a lack of an integrated platform reduced their ability to deliver an optimal customer experiences. The best-performing businesses were reported to be 3x more likely to have invested in a ‘highly-integrated, cloud based technology stack.’
This contributes to the increase in technology within marketing. The report found that 73% of companies are ‘combining digital marketing skills and technology’, leading them to be 2x more likely to surpass their 2017 business goals.
So, if being on top of your tech game isn’t on your to-do list yet, you better put it on there now.
4. Artificial intelligence is thriving
There used to a time when AI only existed in sci-fi movies. Not anymore: the age of AI is officially here.
Siri and Alexa have become household names.
AI has kicked down the door to a brand new territory in marketing. There’s already a steady stream of businesses who have already optimized AI’s capacity in ‘delivering personalized experiences in real time.’
The best performing companies were 2x as likely to be using AI than other companies.
Companies reported to be looking forward to the growing role AI will have in their marketing efforts, with 31% of companies planning to implement AI in their marketing efforts in the next year.
The bottom line
Digital marketing in 2018 meets at the corner of creativity and technology.
Based on the findings of the report, the future of digital marketing looks refreshing, innovative, and full of potential. Today, we get to be more creative by using art and technology as a method to appeal to our customers, instead of the old-school overused advertising gimmicks.
So there you go. I hope this article helped you gain a little clarity on where digital marketing is heading in 2018. If you’d like to read more, be sure to check out my other articles right here on Medium.
Read the full 2018 Digital Trends report here.
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