Key Highlights in Digital marketing trends in 2018 by Vivek

1. Digital Marketing Trends in
2018

2. Digital Marketing Trends in 2018

3. Expectations from 2018
 Mobile is the primary screen for today’s searchers and consumers (regardless of industry). 88%
of their time is spent on 5 major platforms. They are social media and messaging experiences.
Messaging apps like WhatsApp, Facebook Messenger, and Twitter got all the attention from
brands.
 Some marketers have faith that internet space is under expansion as more companies
entering the digital world.
 But then there are others who say there will be a complete makeover of how search engine
giants and users give preference to huge data available online.
 You should know the fact about online marketing industry. It is huge, complex, and volatile.
 When you are capable of striking the right nerve of the internet users, you can appeal to
them in a better way and stay ahead in the competition.

4. Trending in 2018
 Videos Ads
 Instagram Stories
 Live Features
 Facebook Sales Funnel
 Website Chat Bots
 Influencer Marketing
 Voice Optimized Searches
 Vernacular Language / Native Advertising
 Personalisation on Sales Funnel
 Whatsapp For Business
 Facebook Messenger
 LinkedIn For Thought Leadership
 Leads Nurturing
 Accelerated Mobile Pages
 social conversion
 Unique content strategy

5. Video ads becoming dominant
 Though the concept of video ads are not
new for social media giants like Facebook
YouTube, Whatsapp, Instagram, Netflix &
Amazon Prime Videos but the news of
Google entering the competition with in-SERP
video ads will transform the entire spectrum of
internet advertisement.
 Videos are the easiest and most convenient way
people would like to grab content.

6. Ad spending on mobile video will reach $18 billion next year, surpassing desktop
In 2018, Mobile video ad spending is expected to grow 49 percent to nearly $18 billion, while fixed online video ad spending.
People on average will spend 36 minutes watching online video on their phones and tablets compared with 18.5 minutes on non-mobile
devices.

7. Instagram Stories
Brands that serves customers directly will find Instagram
stories the most creative way to engage their audience. With
seasonal stickers, rewind features, zoom in feature, Live polls,
Live Stories, Live Stories that can involve 2 different profiles at
the same time is going to be the biggest game changer. It is
time you grow your follower base on Instagram and not on
Facebook.
Video on Instagram is also being consumed 80% higher than
the previous year, whereas videos produced on. Instagram has
witnessed a 4x growth from last year.
Facebook would like to Kill Snapchat in all possible ways. You
would probably notice your posts on Facebook getting less
traction but more engagement on Instagram. Facebook wants
you to use Instagram heavily this will increase the usage
pattern by all means and slowly kill the consumption of
Snapchat. Instagram advertisements, Instagram boost posts is
where your investment should be in 2018.
Instagram is expected to generate about $1.5 billion in mobile advertising sales this year and $5 billion in 2018.
Instagram is used by 48.8%of brands—a number that is expected to rise to 70.7% by 2017.

8. Instagram vs Snapchat Daily Users
Instagram’s appeal has never been higher among their core target audience as users under the age of 25 spend an average amount of 32 minutes
per day on the platform.
Instagram’s more direct rival and rip off, Instagram Stories too leaves Snapchat behind by several million users, with more than 250 million users.

9. Live Features Are Going To Soar, Brands will heavily invest in Live Tools
 Live streaming is the new wave of digital communication, content promotion, and content consumption.
 Live streaming can give your company the boost that it needs to grow and reach an even bigger audience.
 Its a great way to build an audience. But it definitely helps if you already have an existing audience to gain traction.
 Live sessions gets you the maximum traction on Social Media. Especially the scheduled ones. So have a goal plan for your brand’s Live Sessions in 2018.

10. Monthly Users on Live Streaming
Live-video content generates more comments, shares, engagements and viewing time than standard video.

11. Facebook Sales Funnel
Facebook is changing the way Leads were generated on the internet. People are slowly creating a customer’s journey with respect to
Facebook Advertisements. You can create audience out of people who have engaged with us.
 Facebook page,
 Messenger ,
 Advertisements,
 Lead forms,
 Visit Website,
 Add to cart,
 videos etc.
This is going to change the way Leads were generated on internet. A customer’s journey is going to be re-defined here. It is no more a
platform for quick visibility and leads but it is visibility and from there what else will be made visible to your audience.

12. Website Chat Bots
 Artificial Intelligence based chatbots will replace all kinds of conversion tools. They are by far the most effective one. Tools like Zoho, Zoopim
and many other will help brands converse and collect data of customers on website.
 Chatbots to reduce the need for agents to deal with routine enquiries, and to ensure that when incidents and requests do need a person to
intervene, they get directed responses.
 Automated matching of incidents to known problems and of requests to workflows to improve access to existing knowledge allowing people to
make better use of it.
 Automated translation of chat and voice communication to enable service desks to support many additional languages.
 Increased automation of service requests to provide faster and more reliable service with little or no human intervention.
 2018 will see the rise of proactive customer experience – powered by the Internet of Things (IoT).

13. Influencer Marketing
 Influencer marketing is a common method for
reaching highly engaged online audiences, but
many companies are still trying to fine-tune the
best methods for cashing in on influencers and
their popularity.
 Live streaming offers a fresh and effective way
to pull influencers into campaigns. When well-
trusted influencers and compelling live streams
come together, it's almost impossible for
audiences to look away.
 Discover some of the fascinating ways that live
streaming is shaping the face of influencer
marketing campaigns.

14. Influencer Marketing
 Incorporating Integrated Influencer Marketing Throughout the Customer Journey
Awareness
Interest
Desire
Action
Advocacy
Tactical Campaign To Always-on Strategy – Building Relationship With Influencers
Rapid Growth in the Influencer Marketing Technology and Solutions
Discover
Connect
Engage (unpaid)
Recruit (paid)
Review
Measure
Influencers are the New Brands – Monetising through E-Commerce
The Rise of B2B Influencer Marketing
http://starngage.com/5-influencer-marketing-trends-for-2018-that-all-marketers-
should-know-about/

15. The future of paid voice search
20% of online searches were conducted through Voice Search. This is expected to grow by 50% by 2020.
Brands will start optimising content for voice search by adding more long-tail content.

16. Voice search and digital assistants
 Voice search technology presents a big opportunity for changing the way we communicate and process information. The rise of digital
assistants has presented a growing market that can change the way search queries are performed. According to Google, 1 out of 5
searches already come from voice queries.
 This changes the search market and we’re expecting to see an even bigger shift towards voice search in 2018. When it comes to setting
up an SEO strategy, the rise of voice search brings out the need to focus on more long-tail search keywords and a natural
language that matches the user’s conversational tone.
 voice search is expected to grow even more with its integration in smart home hubs, helping companies access new data, while users
enjoy a seamless experience through everyday devices. As digital assistants go beyond smartphone devices, there is a great opportunity
both for SEO and content, taking advantage of a growing market that connects the brand with a user in a unique but still relevant and
useful way.
 Currently, Google Home and Google Assistant read snippets from sites that are ranked in “position zero” and have been granted a
featured snippet. This is why more people than ever are talking about how to optimize for featured snippets.
 As accuracy improves in digital assistants, there will be more people using voice search from their mobile devices, seeking for quick and
relevant answers. It becomes important to research the voice user intent will provide more accurate results, helping the algorithms provide
the best answer.

17. Vernacular Language / Native Advertising
Over the recent years, Native advertising has become increasingly streamlined and standardized. And only seems to improve in finding ways to
deliver and promote content. If you are an advertiser looking to expand your business or a publisher looking to monetize your website through the
digital platform.
English is the language most widely used on the internet and the social media. But the hold of the regional languages on the general public is strong
and all important communication has to be in these languages especially in a country like India where only 76% are literate and in that only 10% knows
English. That been the case the role of regional languages in the social media cannot be undermined.
 A majority of the Indian rural population is not well versed in English and is most comfortable in their regional tongue. Some of the top brands have
realized that if they want a greater audience they must make the foray into regional language on social media. They have realized that close to 60% of
the urban population too access content in regional language when compared to English. And that is the reason that Facebook is available in several
local languages. According to Google, local language consumption is four times that of English language.
According to Mindshift, a social media research agency vernacular websites are growing at a phenomenal rate of 56 % per year when compared to
English websites which are growing only at 11%. To get maximum returns are in regional languages because 45% of online users consume regional language
content.
According to IMRB if regional languages are made available online then 10.72 million rural population will opt for internet which in turn will increase
the reach to 43% of the population. Hence the switch to regional language will usher in an era where there will be more internet consumption, greater
growth, more literacy, better health and greater economic boost for the country..
This results in spreading the name of the website which ultimately promotes branding.
Native advertising generates higher purchase intention as readers are highly accustomed to these kinds of ads compared to traditional banner ads.

18. Vernacular Language / Native Advertising

19. Personalization on Sales Funnel
 Yes, personalized marketing, it is all about data and in that regard,
one of the companies that provide such services is a
major marketing automation that provides you with many amazing
features for personalized marketing.
 Demographic data
 Behavioural data
 Geography Data
 Conversion Data
 Interests Audience Data
 Website Scrolling Data
 Devices and etc.

20. Whatsapp For Business
 Netflix has become WhatsApp Business test partner in India. With this
development, the company is communicate with its subscribers
through WhatsApp
 WhatsApp, which is has over one billion users across the globe, has
officially announced that it is now testing new tools that will help
businesses to connect and communicate easily with its consumers.
Many small businesses, including in India, already use the Facebook-
owned app to reach their customers.
 WhatsApp said these new tools are being tested through a closed pilot
programme. In India, it is currently testing these tools with 1mg and
BookMyShow.

21. Whatsapp For Business
The instant messaging platform has explained the three different types of business accounts that are likely to be present on its platform
and how users can identify them - a verified account, a confirmed account and a business account. A verified account would have a green
checkmark badge on its profile and would be verified by WhatsApp. A confirmed account would have a grey checkmark badge on its
profile and WhatsApp has confirmed that the phone number of this account would match the phone number for the business account. A
business account would have a grey question mark badge on its profile and the user would be using the WhatsApp Business app, but
won't be confirmed or verified by WhatsApp.
The company also informed that it has added tools for users to control this experience, and they can block business accounts and report
them as spam at any time, within the chat itself.
WhatsApp had announced in September it is exploring ways to connect its users with the businesses, and now it seems the company is
roll out on Last Month.

22. Facebook Messenger
 Facebook Messenger bots, also called “messenger bots,” “chat bots” or “Facebook bots.”
 The stats are staggering - 1.3 billion users are now active on Facebook Messenger, and they're exchanging more than 2 billion
messages per month with businesses. Neil Patel recently published an article in which he detailed how one of
his Facebook Messenger campaigns saw 88% open rates, and a 56% CTR.
 Facebook Messenger bots are a relative newcomer to the marketing scene. That’s why it’s an exciting time to dive in and learn
all about them. Being an early adopter of Facebook Messenger bots will give you a huge advantage as a marketer.
 It’s the perfect time to use Facebook Messenger bots.
 Right now, we’re in the phase of Facebook Messenger marketing where customers are not yet experiencing things like “banner
blindness” (web ads) or email marketing.
 Many prospective customers aren’t comfortable providing their email address in exchange for your free download anymore.
Worse, they might completely ignore your marketing emails.
 From the customer’s perspective, opting into an email newsletter or campaign requires more steps and work than opening up a
Facebook Messenger thread.
 From your perspective as a marketer, building an email list takes a lot of work. Creating a list of Facebook Messenger leads is a
lot less work because of the reduced friction. Messenger is a one-click subscription instead of having to type in your email, click
submit, confirm email, etc.)

23. Facebook Messenger
 A Messenger bot can have a sequence just like an email campaign. Sequences can be as long or short as you want and have
as many options (or more) than an email sequence.
 Messenger sequences are way faster than email campaign sequences. With an email campaign sequence, you typically should
wait a day or two before sending additional emails. With Facebook Messenger, you can send more messages in the next 10
seconds, 10 minutes, 10 days, whatever you want. Best of all, the response is instant and you can engage in real conversations
with your leads.
 Prospects can instantly engage in live chat, which helps to close sales faster and with less friction.
 Retargeting your Messenger leads is easier and faster than retargeting email leads since the leads are already on Facebook.
 You can know where your subscriber went to school, where they work, what gender they are, how they look… all through
Messenger. Try getting that kind of in-depth information through email!
 Messenger bots have the same kind of opt-in appeal that email lead generation forms have — popups, slide-ins, buttons, boxes,
etc. You can even gain a new lead simply when they leave a comment on your Facebook page.
 Messenger is completely optimized for mobile or desktop. No more mobile configuration for email messages.
 Getting leads using Facebook Messenger is easy.

24. LinkedIn For B2B
 LinkedIn InMails is by far one of the most cost effective Business intelligence based marketing product that LinkeDIn
has brought in for B2B marketers. LinkedIn sponsored posts, LinkedIn lead generation advertisements is where B2B Marketers
will hang out.
 In 2018 Q2 LinkedIn allowing native videos in the LinkedIn feed.
 Most of Professional using LinkedIn .
 finding right target audience on LinkedIn.
 Using email/account targeting, & website retargeting.
 For professionals and entrepreneurs year 2018 is a golden year of thought leadership, LinkedIn videos, LinkedIn posts can
change your life. Start sharing your tips, advices and experiences here. You never know you could be one of the most influential
LinkedIn Person of the year.

25. Leads Nurturing
90% of your Leads are left idle. Surprised?
It’s true. Up to 90% of your leads acquired through various channels don’t convert for you, usually due to the prospect being unreachable.

26. Leads Nurturing
Move Beyond earlier Methods
Tele-Calling: Calls could encroach on privacy and brings fatigue
Generic outbound messaging: One size doesn’t fit all.
Single channel of Communication: An average customer uses at least 3 channels.
Be where they are.
Treating all leads Equally: Create priority buckets based on probability of
conversion – hot, warm, cold, etc.
Multichannel Lead Nurturing
Communicate with customers based on their recent-most channel touch point. Make
the messaging subtle and non-obtrusive.

27. Leads Nurturing
Personalized Content
Interact with your customers about the product or service they’ve shown interest in and personalise your messages accordingly. This
earns about 6X higher revenue than generic messages.
Auto Lead Scoring
Lead to conversion rate is 21 times higher if communicated within 5 minutes of nurturing vs 30 minutes automated prospect
harvesting takes place based on the engagement pattern. The leads are algorithmically categorized into “hot”, “warm” and “cold”. Real
time notification along with “nurturing context” is sent to the sales agents to speak to “hot” prospect to convert.

28. Accelerated Mobile Pages
 AMP is not a factor within Google’s ranking algorithm that determines URLs’ positions amongst the search results.
However, AMP can improve other rankings factors, including:
1) Mobile-friendliness
2) Mobile site speed
3) Engagement metrics, including CTR, time on site, and bounce rate
 Google now heavily prefers to feature AMP-friendly resources within News results, a trend that will only continue. Google increased
the amount of news results that feature AMP from 30% to 70%.
Pros
 Incredibly good distribution
 More new and returning visitors
 Higher clickthrough rates
 Ad viewability
 Higher rankings
 Traffic is growing

29. It’s time for social conversion
 You have to see beyond the things that talk about the power of
social media.
 Till now, social media was immensely used for interaction and feedback
purposes, but today, businesses are using social networking sites
to enhance conversion rates.
 Social media offers tools that help in converting prospects directly into
buyers, which is just a great thing for businesses.

30. Unique content strategy will win
 Content will rule in the digital marketing world and will remain a critical
part of every online marketing campaign in future.
 Content will rule in the digital marketing world and will remain a critical
part of every online marketing campaign in future.
 Readers will get connected with the unique and authentic content.
Moreover, specialized writers will get more opportunities in coming
future.

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