In recent years, digital marketing has primarily been focused on optimizing websites for the mobile experience, tweaking SEO here and there as the algorithm is ever changing, and of course keeping with the latest social media trends. 2018 have proven to be a new era in that social media is changing and net neutrality has suddenly become a thing.
Entrepreneur Magazine has outlined four key aspects that will shape the new landscape.
Robust marketing tools can track and connect user data to target individuals. But certain privacy concerns make this a little harder for internet advertising. Ad blockers are just one of the challenges. According to a PaigeFair report published in January, 11 percent of internet users employ some type of ad blocker – a 30 percent increase from the previous year. Consumers want to protect their privacy, security and time from ad interruption. To curb this, some websites use walls that prevent browsers with ad blockers from viewing their content. These sites ask users to manually disable the blocker, but 74 percent of people in the PaigeFair report simply abandoned the site.
Visual content has become more popular on the internet, and many companies are poised to make this their primary communication tool in 2018. That means rich media, creative videos, GIFs, memes and more are bound to be trendier this year. And there’s a good reason for it: Users interact better with visuals.
This is how to bridge the gap between data science and marketing. Technology enables marketers to sift through a drastically multiplying data load to unearth insights that will help them provide value to target customers while gaining returns on their investments. Even better, this form of marketing doesn't have to to take up all their time – they can automate much of the tasks to run in the background.
Marketers, advertisers and agencies will need to take the reigns and understand how these tools can effectively service our clients and the industry as a whole.
Source: Entrepreneur Magazine