Marketing trends to ignore in 2018
Some marketing trends, fads and buzzwords come and go year on year. Some, it’s clear, are here to stay.
For the new year, we’ve picked out a few marketing trends that it’s worth being aware of in 2018. And, because we’re nice, we’ve got a few tips on what you can take from them to nail your marketing this year. The first trend might not surprise you:
Yet again, content marketing is topping lists of marketing trends for this year all across the board. Based on what we’ve seen of content marketing over the past few years, it’s not hard to see why. It works. It’s cost effective, and the potential benefits are huge.
In fact, marketers picked content marketing as the factor due to have the biggest commercial impact on their business in 2018. That’s ahead of shiny new ‘disruptive’ marketing activities involving Big Data and AI. Marketers are obviously set on sticking to the classics.
Generating a steady stream of quality content is winning people business, and it will continue to do that in 2018. We might be a bit biased when it comes to content (it’s in our name). But we have to agree that no matter what size you are, content can get you traffic, leads and business.
But what about something a little hipper? A little more ‘down with the kids’?
The rise of social media influencers
Influential presences on social media are gaining serious commercial clout, and that’s not going to change in 2018. Huge brands are partnering up with social media influencers to promote their brands to massive audiences. And this is promotion that fans are all too eager to buy into.
But how can you use this?
Now we’re not suggesting that you start approaching Selena Gomez trying to get her to wear your business’ merch in an Instagram video. But there’s still a point to draw from the rise of the influencers.
Social media influencers have commercial power because they’re a more authentic way of marketing to an audience. It’s not a hard sell. In essence people are buying on the recommendation of someone they like. A friend. (Almost.)
That’s why we would urge you to take a note from the social media influencers. Having a brand identity that shows a real personal character something to aim for in 2018. Because people don’t buy from bands. They buy from people.
On that note…
‘Story’ and live video
Related to the rise of social media, is ‘Story’ video culture. Snapchat and Instagram both offer the function of recording video throughout your day, and accumulating it to tell your followers your story.
Stories can provide a real time insight into the life of a person or brand. Facebook’s live video function can do the same. Given how many users and brands are already using these, they are likely to feature heavily in the marketing of 2018.
But as with social media influencers, there’s a broader point here. ‘Story’ culture tells us something about how we should be marketing in general. Consumers like the chance to feel connected to a brand. Stories give them their own personal insight.
If any of this sounds scary or invasive, don’t worry. It’s actually great news. Listen…
Tying it all together
You don’t have to be constantly filming your day, Snapchatting or live tweeting. But generating a stream of wonderful, personal content gives you a way to reap the benefits of these trends. You can make content that shows what a great person you are, and give people a real insight into your story.
And you can do it in a way that you can control. You get to tell the world your story in the way you want to tell it. You can break down barriers between yourself and your prospects. Build up relationships. And turn them into customers.
All that, with content marketing.
Maybe that’s why it’s a classic.
If you’d like some help putting some lovely content together, give us a call.