Digital Advertising Trends to look out for in 2018
Around this period of the year come a certain amount of traditions that are inescapable such as a cold going around the office, unapologetically eating industrial amounts of food, the idea of going Christmas shopping on overly packed streets but most importantly, lists of new and exciting things to come for the new year. Tis’ the season for celebrations, so without any further ado, we present to you Rich Clicks’ list of Top Digital Advertising trends and things to think about for 2018!
As shown in the State of Marketing report of 2017 released by Salesforce, high performing marketers were found to invest a third of their budget on channels that didn’t know existed five years ago, and are expecting it to reach 40% by 2019. This exemplifies why new trends are something we should always be on the lookout for.
General Data Protection Regulation
We’ll kick this list off with a Brexiteer’s personal favourite as it is more dictatorship coming from the EU! The General Data Protection Regulation (GDPR), is a regulation by which the European Parliament, the Council of the European Union and the European Commission which intend to strengthen and unify data protection for all individuals within the European Union(EU). Effectively, it only replaces another EU law but with much stricter regulation. One major change is the increased territorial scope which will allow for the jurisdiction to go beyond borders, contrarily to its previous vague description which referred to the “context of an administration”. Penalties will also be much harsher under the GDPR as it can go up to 4% of a company’s annual turnover or €20 million. Damn the EU and these horrible laws!
Purpose Driven Purchasing
Over the past few years, we have been able to see a change in habit in consumer choices due to an equally significant rise in adverts and documentaries about our poorly managed routine. Purpose Driven Purchasing is the idea to buy something that has a ‘holier than thou’ appeal to it. People are more likely to trust a brand that shows its positive effect on society. Tesla, for example, outsold Mercedes nearly 3 times using only 1/190th of the advertising cost, simply by engaging their audience on the topic of decreasing our dependence and consumption of fossil fuels.
Artificial Intelligence And Machine Learning
Artificial intelligence and Machine learning are two extremely trendy buzzwords at the moment, and seem to be used almost interchangeably. They are however, two completely separate things. So, short and sweet:
Artificial intelligence is the concept of machines being able to carry out tasks in a way that us humans would consider smart, whereas, Machine Learning is the idea to give computers the ability to learn without being programmed to do so (Terminator anyone?!).
As the public is generally familiar with the miracles of Artificial Intelligence, Machine Learning and its capabilities are slightly less well known. Their use in terms of marketing will be fairly similar though as they will both focus around gathering useful data. As we all know the job of marketers has evolved from simply how to brand and market items to when to display the right advertisement to the right person in order to get as much involvement as possible.
Often referred to as one-to-one marketing, Personalisation is a strategy by which a customer or lead is sent a personalised message, promotion or product offering with the use of collected data and cookies. It helps prevent fruitless advertising, and can only promise better results. Personalisation tools include location settings, learning about a user’s browser history, gaining an in insight into a user’s likes as well the user’s stage in their buyer’s journey.
Influencer marketing is a concept that has certainly birthed and evolved at a rapid pace over the past few years. Social media is becoming an all important tool to market your products and people with a certain amount of followers can be considered influencers. 2018 will be no different as this market will continue to grow with a bigger emphasis on ROI and long lasting relationships between brands and influencers as they will start to become a major source of income for both.
Although they have already been incorporated across a wide range of industries, Chatbots are still stalling in the digital marketing sector. People expected them to make their grand debut in 2017 but due to companies not putting the time and effort to fully understand how they work the project has been delayed. However over the past year, Chatbots have started to appear on certain websites, particularly the tech-centred ones. It is only a matter of time until they start appearing on most websites across the internet. Brace yourselves!
As has been the trend for a few years now, the more technology is available to us, the more we seem to drift into system automation. This will facilitate our work as marketers as it will give us more data, spot the location on a buyer’s journey and help us find the right way to approach said buyers. We can also find that data protection is making more strides as is no surprise since a lot of stuff that is going on the web is still in a dangerously grey area.