What to Expect in 2018

There are a number of new marketing trends poised to make a significant impact in 2018. Here are three of the most important trends to look for in the coming year.

Voice Optimized Content

Last year 20% of online searches were conducted through voice search. By 2020, that number is expected to increase to 50%. Just as marketers have optimized content for web and mobile, they will need to start optimizing content for voice search as well.

Influencer Marketing

Influencer marketing has been growing in popularity for the past few years. In 2017 businesses generated $6.50 for every $1 invested in influence marketing and that number will increase in 2018 with a large focus on "micro influencers".

AI & Behavioral Marketing 

In 2017, marketing platforms collected information such as site usage, browsing patterns and content preferences to create customer profiles and behavior marketing strategies that help create custom messages. Software will analyze this data to build segments, start and stop campaigns, and create custom copy to target perceived personalities. 

Artificial-intelligence-powered live-chat tools exploded in 2017. As this technology continues to improve, it is likely that more brands will embrace AI chat to better serve website and Facebook visitors.

Conclusion

Based on current trends, marketing is likely to become more analytical, and more focused on digital marketing through voice, organic search, and influencer-based campaigns. Expect companies to be spending more money on content marketing than last year, increasing the budget to allow for more talent and technology.