News Of Heberdomaine: 2018 digital marketing trends
Mobile influences marketing strategies
Adissa Akanni (Verisure, Securitas Direct) insists on the victory of mobile over desktop. “The “Moment Mobile” remains one of the most striking events of recent months. This reversal in the relationship between mobile and computer will further accentuate the development of AMP (Accelerated Mobile Pages) formats”.
This global trend, highlighted in the 2017 Consumer Barometer, influences all marketing strategies.
The content offered on sites and platforms is adapting, companies must design customer experiences taking into account the properties of smartphones.
The decline in natural reach on social networks
Social networks will not die in 2018, but their role is gradually changing. Like many professionals in the sector, Diana Fellous (Uriage dermatological laboratories), noticed the drop in natural reach on Facebook. The social network is considered by brands as “a real playground since 2008-2009” but “it is increasingly positioning itself as a medium, and therefore to be visible you have to pay. You have to be there, but you have to plan a media budget to offer visibility to the content”. Patrycja Mothon (Pandora) joins her and appreciates the effectiveness of dynamic ads on Facebook (DPA, Dynamic Product Ads).
For Élodie Ragot (Xylem), it is necessary to dissociate the role of social media according to the targets in order to develop effective strategies. “The major digital trends are oriented around social media in a role of generating leads for B2B and increasing sales for B2C”.
Regarding Social Media trends, we advise you to carefully read this excellent analysis, published by Buffer earlier this week.
We note that social networks (in their organic form) are less and less like traffic acquisition channels.
The rise of influencer marketing
Faced with this decline in the effectiveness of social networks (excluding advertising), marketers are looking for other levers. Some enthusiasts have become real relays which it would be a shame to miss. Influencer marketing has become commonplace, more and more brands are calling on influencers to improve notoriety or play on their brand image. For Pierre Goubault, this will even be one of the trends of 2018: “Digital marketing in 2018 will be marked by the emergence of influencers who can become a credible alternative to traditional levers”.
The “profession of influencer” is becoming structured and is no longer reserved for the fashion and beauty sector. To support them and facilitate connections between brands and these new media, “many platforms have been developing for almost two years: Octoly, Lefty, Influence4You…” remarks Diana Fellous. These KOLs (Key Opinion Leaders) have the advantage of having, sometimes before the brands and more effectively than the latter, invested all the platforms on the market: first blogs, then Instagram, YouTube, Snapchat, etc. .
Whether brands speak on their own behalf or borrow the words of opinion leaders, they must adapt their content to social networks. In recent years, especially in 2017, several trends have been very noticed. We obviously think of video, a format continually promoted by Facebook and others. Some media have even chosen to pivot completely, thus abandoning their websites – and probably also their independence. The analysis by Susie Banikarim (Editorial Director at Gizmodo) perfectly sums up this speculative hype around the video format: R.I.P. Pivot to Video (2017–2017).
It's hard to talk about content and social networks without talking about stories. Snapchat, then the entire Facebook ecosystem, YouTube and others got into it. Brands have had no choice but to adapt, to reach an audience that appreciates this particular content. Diana Fellous is attentive to this trend: "to see how this new content, more playful, more authentic, closer to consumers will evolve compared to more traditional and institutional content".
Since social networks are not the only channels for accessing editorial content, brands are also stepping up their SEO efforts – while emphasizing the role of experience and the appetite of prospects for this content. “The content must, in all cases, be customer-oriented and adapted to its language”.
The rise of artificial intelligence
At the end of the year, we hear a lot about artificial intelligence, robots, machine learning, deep learning... Brands have high expectations, although the use cases are still limited, especially for VSEs/ SME. They already imagine how intelligence
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