No doubt. We are in the golden age of the Marketing and Communications industry. With this new era, we will have a great opportunity to deliver value that matches the needs of consumers.
And here are 5 marketing trends in 2018 that marketers need to be aware of.
1. Contextual Ads – Outstanding Growth Lever In 2018
Tesla recently increased its car sales by three times but only had to spend 1/190 on their advertising budget.
Advertising is a way of communicating, but consumers really do not like it.
In fact, there is a huge advertising boycott in the world with more than 600 million people using ad blocking technologies like Ads Block.
In the future, simple advertising will not be able to meet the needs of consumers. The future of marketing is about context. Ads will be designed to match the actual context.
Big brands are growing very fast and they take Context as their advertising solution. According to an analysis of Airbnb‘s advertising strategy, they are using Craiglist for marketing purposes.
With the ability to allow businesses to send private messages to each user, Airbnb sends messages to users looking to rent houses or rooms on Craiglist as a way to solve a user’s personal problems as soon as they happen in a way he/she demands.
It is authentic, personal and purposeful.
Now that Airbnb is no longer dependent on advertising, their results are based on a contextual approach suited to their consumers.
Airbnb reaches a target of over $100 million in 2017 while spending only $23.5 million on advertising, while Hilton Hotel, on the other hand, is targeting $140 million in revenue but spending more on advertising, about $188 million.
It is the power of context marketing and that’s why it’s the future of marketing growth.
2. Purpose – The Center Of Marketing Campaigns
Marketing campaigns must have a specific, clear, and social purpose, rather than promoting sales growth.
Researchers at the Economist Group point out that 79% of consumers prefer to buy products from a social-purpose company. The role of purpose goes far beyond consumer preference.
In the same study, 83% of the employees in the companies interviewed said they wanted to work for a social-oriented company (data was published by Economist Group Insights in early 2018).
Modern markets require us to rethink what drives our business and the profits we make.
Many companies consider their profits to include the welfare and education of workers and those in the supply chain. It also includes creating sustainable living conditions for people who are associated with the company’s ecosystem.
Business profits should be extended to include the interests of stakeholders such as employees and the community. This change will make the brands of companies or individuals more relevant to their world – employees and customers – in a new and powerful way.
3. Involvement Of Public Relations
Communication or PR is publishing stories under a certain control. In the future of marketing, the key to creating a good story is involvement, not publishing.
CNN announced the Election Results in 2016 and only more than 300 pages cited sources, no comment at all, and interaction on Facebook is very little.
Meanwhile, a fake news site wrote an article claiming that Donald Trump had won the battle. This article has more than 325 other source pages, hundreds of comments and more than 450,000 Facebook interaction.
This demonstrates that publicity itself is not likely to be effective more than a strong community involvement and spread.
4. Marketing Automation 2.0 – Essential Marketing Trends In 2018
At this point, you may be thinking that Marketing Automation focuses on consumer behavior through two channels: Email and Website, there are only two data sources (CRM, Website or Funnel) and only one place to perform (Automation Platform).
However, today, world-class marketing companies use an average of 14 different tools for marketing and sales (Salesforce‘s 2016 data).
This allows us to imagine that creating a cohesive customer experience requires the integration of a variety of tools, automating across multiple channels, and synchronizing data with one another.
We are now in the Automation 2.0 era, where the automation platform of marketing is just one link in an automatic connection network – not where automation occurs.
Automation 1.0 is for Lead Generation specialists. Automation 2.0 is for Growth Hackers.
5. Chatbot Will Take Over Many Jobs
More than 70% of consumers prefer interacting through chatting tools rather than using an app, according to a study by Myclever in 2017.
2018 is the year that customers see chatbot as the fastest way to access content, get help, and get answers to their questions.
Compared to the rate of Opt-in Email, the interaction of Chatbox is much higher.
Chatbox is also a part of Automation 2.0 and can allow for personalized, native, authenticated, targeted and contextual user experiences.
In 2018, focus on the context and find more profit for your business through your own efforts.
Implementing modern marketing campaigns requires a network of many different tools to participate, creating contextual experiences on a variety of mediums.
Airbnb and Tesla showed us the way forward. It is time to catch up on the trend.