Digital marketing strategies change as rapidly as the technologies involved. Where will digital marketers be putting their dollars to work in 2018? SmartBrief contributor Alex Alexakis identifies these near-term trends for digital marketing:
- The rise of augmented reality – Augmented reality adds sounds, graphics, and smell to the natural world as it exists, offering some really valuable ways to reach out to consumers through new sensory experiences. What started as a fun way to blur the line of what is reality and what is computer-generated has turned into a marketing opporunity. Marketers who can tap this potential smartly will yield results.
- Heavy investment in niche marketing – When companies opt for targeted, almost personal-level content and campaigns, they detour around the crowded online marketplace. To make it work, better audience segmentation is needed. The best thing about a niche marketing approach is that companies can easily bring costs down and target exactly what the specific audience likes.
- Data and visualization initiatives – Interactive data visualization is a powerful tool for marketers who are looking to win over stakeholders and boost campaign performance, and will continue to be over time. It can be as impactful as a piece of marketing content. Look to identify new data sources that exist within your company or customer base to unlock potential ideas and business opportunities alike.
- Greater focus on mobile – Mobile marketing may be more geared to B2C, but even B2B companies should be concerned about making their customers’ and prospects’ experience easier. To do so, businesses need better coding, fast websites, and top-notch marketing.
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