18 Marketing Trends to Watch in 2018Marketing is becoming more analytical and more focused on digital marketing through organic search, voice and social media.

This year saw the release of new technologies likeGoogleHome and the iPhone X. Digital advertisingexpanded gainsmade last year over television advertising, andmarkets rewardedbrands that bet big on innovation and customer service (thinkTeslaandAmazon).

As 2018 approaches, there are a number of newmarketingtrends poised to make a significant impact on go-to-market strategy. Here are 18 of the most important trends to look for in the coming year.

1. AI takes over website messaging.

Thanks to tools likeIntercomandDrift, marketers can already use artificial-intelligence-powered live-chat tools to communicate with customers. As thistechnologygets ironed out, it is likely that more brands will embrace AI live chat to better service website visitors.

Related:Top 10 Best Chatbot Platform Tools to Build Chatbots for Your Business

2. 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.

3. Quant marketing goes mainstream.

The rise of quantitative-based marketing is upon us. Organizationslike Unilever and Kraft, which previously relied on marketing "soft skills," are now taking a playbook out of the tech world by building data-science teams to work hand-in-hand with marketers. Next year, quantitative-based marketing will continue to surge as organizations that focus on the data find it easier to grow.

Related:Want Big Data to Help Your Marketing Team? Hire a Data Scientist.

4. Marketers begin developing augmented-reality content.

With the release of the iPhone eight and iPhone X, Apple has made it clear that they are betting on增强现实(AR). As these new devices go mainstream, brands will begin experimenting with AR-sponsored and -branded content.

5. In-car ads become a new marketing channel for some.

Self-driving cars are on the horizon. TheWaymofleet of self-driving cars has driven three million autonomous miles and simulated over one billion miles. Uber recentlyordered 24,000 Volvo SUVsto be outfitted with the latest self-driving tech. The Tesla Models S, X and 3, the Audi A8 and the Mercedes-Benz S-Classare all self-drivingto some degree.

What will happen when drivers no longer need to pay attention to the road? They'll consume content, of course, and with that content will come in-car ads. Watch for some brands to begin experimenting with this new marketing channel in the coming year.

Related:Volvo's Self-Driving Cars Confused by Kangaroos in Australia

6. Brands start to develop voice-optimized content.

Last year20 percentof online searches were conducted through voice search. By 2020, that number is expected to increase to50 percent. Just as marketers have optimized content for web 2.0 and mobile, they will start optimizing content for voice search as well.

For example, because voice search is easier than typing, searches tend to surface more long-tail content. By comparison, text search tends to surface sorter phrases.

Related:语音搜索是会爆炸和数字策略l Never Be the Same

7. Privacy protection becomes a major selling point.

There have been a number of high-profile data breaches in 2017. From the DNC email hack to the Equifax breach, cyber security has had a considerable impact on many aspects of our world. Moving forward, consumers will begin to favor products that protect their privacy.

If consumers don't prioritize privacy, some government associations will, and many are already doing so. For example, a new law passed by the European Union calledGDPRwill have a major impact on what businesses must do to protect user data. Because of a confluence of factors, marketers will begin using privacy protection and data security as a value proposition across industries.

8. Instagram becomes a more valuable channel than Facebook.

Instagramis growing at an incredible clip. In 2017, Instagram announced that approximately800 million peopleuse the platform each month. Their latest tool, Instagram Stories, becamemore popular than Snapchatjust 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.

9. Leading brands invest in live events.

Approximatelytwo-thirds of marketerssay that they will increase the number of live events they host in 2018. This is because marketers recognize that live events are one of the most effective marketing channels.

There is a reason that some of the world's most successful organizations, including Salesforce, Airbnb and Google, host an annual event designed to bring existing customers, prospective customers and the press together under one roof.

Related:How to Market Your Brand Through Live Events

10. B2B marketers create multichannel cold-outreach campaigns.

The average cold emailresponse rate is low, and it will continue to decline as email clients get better at filtering out junk mail. The best marketers develop integrated marketing campaigns that use a combination of email, digital ads and other channels to engage prospects in new and exciting ways.

For example, by using Twilio marketers can send text messages in addition to email. They can then retarget highly qualified prospects withcustom audience adsoffered by platforms like Facebook and Google AdWords.

Related:10 Marketing Influencers That Every Entrepreneur Can Learn From

11. Twitter dies a quiet death.

Twitter has been unable to grow users in 2017. The platform has focused on user acquisition rather than on making improvements to their ad platform. As a result, marketers are already using other social media platforms to connect with prospects. This trend will continue in 2018 as Twitter continues to struggle.

12. LinkedIn sees new life among B2B marketers.

While Twitter struggles,LinkedInhas 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.

Related:This 14-Year-Old Founder Explains How to Market to Teenagers on Social Media

13. Machine learning changes how marketers manage ads.

Why pay a digital marketing agency thousands to manage ads when amachine-learning平台可以做得更好吗?新平台AcquisioandTrapicapromise to optimize ad spend through advanced machine-learning algorithms. Marketers simply need to set basic campaign parameters, and the platforms then do the work of identifying ideal audiences and effective creatives.

14. Predictive lead scoring makes marketers rethink lead routing.

Using predictive lead scoring, marketers can identify the prospects that are most likely to convert to customers. All that's needed is an email address, and tools like Infer crawl the web looking for buying signals. Leads are then scored and sorted, so that only the most qualified people are passed to sales.

Related:Use These 5 Steps to Create a Marketing Plan

15. Virtual reality is called into question.

A few years ago,virtual realitywas predicted to be the next big thing in content. While VR is popular in the videogame community, it hasnot gone mainstream. This is probably for the best, as it can be difficult for brands to produce content with a controlled point of view. Instead of virtual reality, augmented reality is slated to make waves next year. Look no further than Apple'srumored AR glasses.

16. Consumers expect more from brands.

Thanks to a confluence of services, consumers will have increased expectations from brands of all kinds. Voice assistants, same-day delivery and on-demand content will mean that both B2C and B2B marketers must find innovative new ways to delight prospects and customers with nearly instant service.

Related:4 Ways to Market Your Business for Free

17. Influencer marketing remains a useful strategy.

Nearly95 percent of marketerswho use an influencer marketing strategy believe it is effective. Brands interested in connecting with prospects via social media will continue to turn toinfluencer marketing. Influencers create compelling content that appears to be organic in many cases.

Consumers, especially younger ones, prefer content thatfeels less "staged"and more natural. The world of advertising is changing. It is moving toward subtle sponsored content promoted by influencers or micro-influencers.

18. 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, areun-gating contentin order to develop a stronger organic search presence in an increasingly crowded content landscape.

Related:10定律社交媒体公司g

Conclusion

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 and in-car ads will probably go mainstream.