The new year will soon be upon us, and in the world of digital marketing, the pace continues to quicken in evolving marketing trends. Just when we think we’ve got a handle on it, January kicks in and there’s a whole host of new and exciting apps, platforms and strategies to discover.

Here’s our list of the most important marketing trends to look out for that could make a significant impact on your marketing strategy.

Twitter to run out of steam

Who would have thought Twitter would ever wane in popularity? Over the past few years, Twitter’s business model has been solely focused on acquiring users rather than keeping up with competing platforms and making necessary improvements to their usability. We predict in 2018 Twitter will face a struggle to bounce back.

Instagram will continue to topple Facebook

Instagram is going from strength to strength, announcing that 800 million people use the platform each month (Fig. 2017) Through their continuous app development they were able to squash rival snapchat with their own Instagram Stories just shy of a year after going live.

LinkedIn gains bigger B2B marketing presence

LinkedIn is another platform who have successfully made significant improvements to their usability over the past year. A site refresh earlier in the year has boosted use by B2B marketers and looks set to continue in 2018.

Influencer marketing continues to soar

Influencers have had a staggering effect on brand marketing. Utilising influencers via popular social media channels has created content that users deem valuable and more importantly organic. Trust has big value in 2018.

AI takes over live chat

Although still in early stages, AI integrated into live chat messaging services will be big business come next year. Brands will want to improve the service delivered on their websites, and will a readily available AI this will most certainly be possible.

Rise in ABM and personalisation

ABM (account-based marketing) sends out specific and tailored content to different account types. This approach looks set to go wide in 2018 with many marketing platforms ramping up their personalisation capabilities.

Development of augmented content

Augmented reality is still up for debate when it comes to the overall effectiveness of marketing. However, as Apple makes a leap into the technology with its iPhone eight release, brands with undoubtedly be looking for sponsored and branded content opportunities.

Privacy is king

2017 has been seen several breaches of data, making many consumers question the safety of the browsing and purchasing decisions. Security and rebuilding trust will take center stage in 2018.

Predictive lead scoring

Predictive lead scoring is going to be big business in 2018. Using just an email address, scoring tools will be able to crawl the internet and look for buying signals. These will then be scored and sorted to identify the most qualified leads.

Brands investing in live events

Traditional style marketing such as live events will be big business next year as many marketer’s plan meetups for 2018. Companies such as Google and Salesforce have been pioneering live events that incorporate digital marketing for a while now, this looks set to kick up a gear come the new year.

There are so many exciting trends to come in 2018, we hope most of the predictions are true. What predictions are you most excited about in marketing for 2018? Let us know your thoughts…

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