Marketing Trends That Will Fizzle Out In 2018

by Sohini Bagchi    Dec 28, 2017

marketing

The technologies that exist today won’t necessarily be the same ones that are a decade ago. The same rule applies to marketing, especially as we have reached the digital age. This is evident, as we know the days of desktop computers are numbered, and are replaced by mobile. Hence like every other segments, marketing too should be inclined towards mobile. 

Even in the digital arena, some of the most popular digital marketing trends have reached the end of their shelf life and holds good only when used with modern techniques. Let’s explore some digital marketing strategies that are no longer effective in the coming days, and some may even be phased out by the time we reach 2018-end.

No. 1. Drip campaigns with no personalization

It is no longer about sending a series of emails to large contact list and expecting to see high engagement rates. Sending a targeted email personalized with relevant content based on the contact’s demographics, online behavior and recent engagagement level. According to a recent study, marketers struggle with finding decision makers in the right place on the buyer’s journey. Marketer’s cite that better data–as well as personalized messaging–will play a key role to ensure the right content reaches the right people and creates more authentic engagement.

No. 2. Web analytics to generate leads

We are living in a hard-core data driven world. Data interpretation from various sources can be the biggest challenge for marketers. Unfortunately, when most marketers hear ‘analytics,’ they typically associate with a web analytics tool like Google Analytics — traffic, bounce rate, unique visitors, etc. While web analytics can provide you with a wealth of insight and data into the performance of your website, marketers really need much richer data to understand the impact of their marketing campaigns on conversion rates. Looking at top-level web analytics metrics like traffic is only part of the puzzle and will be replaced by digital marketing analytics, which offers a much more comprehensive view of what’s working when it comes to your marketing strategy. One of the most useful functions of marketing analytics is its ability to tie marketing activities to sales, generate leads, and turn those leads into customers and business money.

No. 3. Content creation through text

Developing content in the digital age isn’t about working on the text front. Omnichannel, multi-channel, whatever you call it: all channels matter in the customer journey. With video marketing is the new poster child for digital advertising, text based content creation with die out. In the recent past, video content has proven to be the most effective medium when it comes to garnering traffic and engagement, gaining leads and boosting conversions, according to Forrester research.

Videos, in fact, are head and shoulders above other media strategies because they don’t just provide content for your website users – they demand engagement. This in turn speaks to the viral ability of videos, as 37 percent of viewers typically watch a video to the end, and 92 percent of mobile viewers share them with others. Simple Measured says that videos are shared 1,200 percent more than text and links combined. For 2018, your business should concentrate mainly on creating memorable video content marketing tool with SEO being more about adding relevant video content to your website, landing pages, and social media advertisement.

 No. 4. Over emphasis on marketing automation

The word marketing automation is used as a buzzword today. But this will fizzle out in the next 12 months, because customers won’t be interested how you are creating customer experience. They are more interested in results. In fact, automation can be used for internal purpose to boost marketing activities. 

Employees often serve as a de facto sales force, and are especially effective when they clearly understand and can communicate their organization’s business goals and product and service information. Developing and managing ongoing strategic internal communications programs provide a wide range of benefits and can help deliver results that can positively impact a company’s bottom line.

No. 5. Mobile as the secondary screen

The desktop’s relevance is swiftly going the way of the dinosaur, as mobile devices continue to eat up market share when it comes to all-round usage, especially in advertising, customer engagement and conversion rates. According to Statcounter, mobile (smartphones) currently own 50.87 percent of market share, up from 8.49 percent in January 2012. Desktop usage has gone in the opposite direction, dropping from a 91.51 percent usage rate in January of 2012 to 44.87 percent as of this past October 2017.

Obviously mobile phones should be every serious marketer’s device of choice, regardless of industry, business size or offering. According to media measurement company Zenith, global mobile advertising (video, search or display viewed on smartphones and tablets) is expected to grow $27 billion, or 34 percent, to $107 billion in 2017. 

This is evident from Facebook’s revenue comes from (over 75% is from mobile advertising) and it becomes clear that smart phones should be a big part of the marketers focus. Moreover, with Google’s shift to a mobile-first algorithm, mobile content-indexing and ranking are guaranteed to tilt marketing more in favor of mobile phones.