If you’re planning your digital marketing strategy for 2018, it’s wise to know what you should be doing and what is becoming less effective. To help you devise your approach, we’ve compiled a list of the top five upcoming search marketing trends to look out for in 2018.
If any of these trends seen out of reach or are things you haven’t considered, appointing a capable digital marketing agency should be high on your agenda. As with many digital opportunities, search marketing best practices are constantly evolving to reflect wider changes and to get the most out of your budget and activity, you’ll need to adapt your approach as the year goes on.
- The rise of voice search
With voice search capabilities already embedded in smartphones, around 20% of online searches are now made using voice commands and voice assistants. It’s technology that’s fast being adopted through virtual home assistants, letting consumers ask tools such as Siri, Alexa, Cortana their search queries without pushing a button. Predictions for how fast voice searches will grow vary – comScore projects that half of all online searches will be made using voice commands by the end of the decade. The leading players all agree that it’s an area that any forward thinking digital marketing agency needs to consider.
- PPC takes personalisation to the next level
Personalisation has already played a big role in shaping the current marketing industry but that’s set to go even further in 2018. PPC is expected to begin moving away from the focus on keywords and start thinking more about its intended audience. Effective PPC campaigns are beginning to evolve to think about the consumer and create a sense of brand loyalty, making segmentation and profiling even more important. Keywords in PPC aren’t dead but the process is progressing.
- Demand for more meaningful content
With a focus on SEO, creating content has become a core objective of businesses but a smart digital marketing agency is recognising the demand to move away from quantity towards quality. Algorithms are becoming more intelligent and consumers are being flooded with content on a daily basis, creating a need for businesses to craft content that informs, educates, entertains, or adds value. A study has shown that 84% of people expect brands to create content but that 60% of the content currently offered is considered poor, irrelevant, or fails to live up to expectations.
- Augmented reality
Augmented reality might just be emerging, but it’s set to have a huge impact within the marketing sector. With a variety of applications, in terms of both consumers and businesses, it looks set to play a growing role in digital marketing in 2018.
Livestreaming has become one of the biggest trends within social media, with the likes of Facebook and Instagram both embracing the feature. It’s all about creating more good quality content that your audience can connect with and giving them a peak behind the scenes of your brand. Around a fifth of Facebook videos are watched live and this content is, on average, watched for three times longer than content that’s pre-recorded.