The digital advertising business ended 2017 on a positive note—and it shows no sign of slowing down any time soon. My Business explores some online advertising trends that business owners should look out for in 2018.
Digital advertising has grown to become one of the most lucrative industries around, creating opportunities for businesses to market their products and services to their audience at a closer and more personal range.
Digital marketers and business owners should be updated with the latest industry trends, especially since social media platforms are known to constantly update their systems and offer new features.
Other than using social media marketing strategies that will impact the business industry, as a whole, 2018 has to watch out for the following trends in online advertising:
- The rise of chatbots
- Brand-influencer strategy
- Video is king
- Thinking out-of-the-box
The rise of chatbots
Chatbots has been around for several years, but it wasn’t until major updates were made to become AI-powered that the digital advertising industry has taken notice of chatbots. A lot of businesses are now developing their own social media chatbots and incorporating these into their marketing strategies.
Chatbots are highly convenient for customers: almost any kind of inquiry about the products and services can be directed to these bots and customers get instant replies, as compared to sending an email to brands and businesses.
The majority of social media bots today are mostly utilised for answering customer inquiries, with 61 per cent focused on bot-customer interactions. But by 2020, these chatbots might be facilitating up to 85 per cent of customer service-related tasks.
A lot of businesses have been working with social media influencers in 2017 This comes as no surprise since social media influencers are known for their popularity in online advertising platforms, usually having millions of followers.
Teaming up with influencers can be a means of building their brand and possibly gaining a new customer base.
In addition, business who are looking into tapping influencers for their business should also keep in mind that it is important to create and maintain long-term relationships with their chosen influencers. Customers are more likely to associate themselves with a brand or a business if they have authentic partnerships with these influencers.
Video is king
As social media platforms become more and more dynamic with every update, video-based content is slowly gaining traction and edging its way up against text posts and other marketing features. Video engagements are expected to be one of the biggest trends in online advertising and marketing.
Video content in social media platforms come in varying forms, from short 1-minute information videos, 360-degree videos, to live video streaming. This variety of options add flexibility when it comes to marketing.
However, ensure that all video content are compatible with all or most mobile devices since a lot of people view videos from their smartphones.
The potential of mini ads on social media platforms are actually a cost-effective and easy way for businesses to reach out to their consumers. These ads can be seen while watching Facebook and Youtube videos and can run for as short as 10-15 seconds per ad.
While the small ad window can be limiting for some brands, these kinds of ads are actually opportunities to challenge and explore advertising and marketing creativity when it comes to brand promotions.
Social media might be bringing in new social advertising trends with every update, but one thing stays constant: thinking out-of-the-box does wonders.
A tech-savvy online advertisement might not be as effective if its elements are not unique enough to be noticed by its intended audience. This could lead to wasted time, effort, and funding.
This is why a lot of businesses are experimenting with advertisements that are unique and out-of-the-box to capture the attention of their target audience while maintaining the business’ identity.
If an advertisement that falls under this category turns to be effective, chances are the business will have stumbled upon a marketing strategy that works for their brand and could propel the business into marketing success.
More businesses are expected to take advantage of the features of social media platforms in 2018, which is why it is important for business owners and digital marketers to be one step ahead in order to gain an edge in the digital marketing industry.
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