Influential 2018 Marketing Trends

A Look Ahead: 2018

Here are some of the marketing trends expected to be among the most influential in the coming year:

• Video is still one of the top ways to engage customers and prospects. Facebook and Instagram are vital here . . . and for longer-form video, YouTube and branded microsites rule. Think cross-platform as consumers switch among devices.
• Influencer marketing will be even more important in 2018, with marketers working with multiple influencers to extend reach, reinforce messages, gain better targeting, create new associations.
• Apps are in the spotlight--both branded apps and in-app advertising. Retailers in particular are using apps to help consumers make better buying decisions.
• Content marketing for B2B (and B2C) will be more targeted, more integrated with other marketing activities, and held accountable for achieving results. Again, think cross-platform and multimedia, as consumers access content via multiple devices and media.
• Mobile marketing (such as geofencing) will increase in importance, given the maturity of the smartphone market and the popularity of mobile devices.
• More transparency than ever before will be demanded by consumers and by marketers. This means better information about supply chains, about audience characteristics, about products, about privacy policies, and about results.