This year we saw the release of new technologies like Google Home and the iPhone X. Digital advertising expanded gains made last year over television advertising, and markets rewarded brands that bet big on innovation and customer service (think Tesla and Amazon).
As 2018 approaches, there are a number of new marketing trends poised to make a significant impact on go-to-market strategy. Here are a few of the most important trends to look for in the coming year.
Personalization goes to the next level.
A key tenet of account-based marketing (ABM) is providing content tailored to specific accounts or account types. As ABM principles go mainstream, look for content personalization to proliferate. Platforms provided by Adobe and Optimizely make it possible for marketers to recommend specific pieces of content similar to the way Netflix suggests shows.
Instagram becomes a more valuable channel than Facebook.
Instagram is growing at an incredible clip. In 2017, Instagram announced that approximately 800 million people use the platform each month. Their latest tool, Instagram Stories, became more popular than Snapchat just one year after going live.
Since brands tend to see better engagement on Instagram than any other social media platform, and because of great advertising controls, Instagram is poised to become the go-to channel for brands interested in social media marketing.
LinkedIn sees new life among B2B marketers.
While Twitter struggles, LinkedIn has made a number of great improvements to their platform. A site-wide revamp refreshed the LinkedIn user interface in 2017. The platform also saw good improvements to the LinkedIn ad platform. Thanks to these and other changes, B2B marketers will utilize LinkedIn more in the coming year.
Gated content falls out of vogue.
In the B2B world, gated content is how many marketers generate leads. But, some of the best brands, including Hubspot and Zendesk, are un-gating content in order to develop a stronger organic search presence in an increasingly crowded content landscape.
Unknown marketing surprises await in 2018, and some of these predictions will probably fail to come to fruition as technology and the expectations of consumers change. Nevertheless, many of the trends outlined here are likely to come to pass.
Based on current trends, marketing is likely to become more analytical, and more focused on digital marketing through organic search, voice, and social media. In addition, new content formats like augmented reality will probably go mainstream.
Megan Van Petten
CEO & President
Van Petten Group, Inc.