27  February  Posted by Steve Saars

Marketing Trends Ahead in 2018

Digital marketing is an ever-evolving beast. Just when you think you have it figured out, the game changes at lightning speed and unleashes a new wave of uncharted technical territories. Technology, such as virtual reality, artificial intelligence, and voice search interactions, no longer just belong to sci-fi films. So how can we best use these new technologies in the real world to engage consumers? That’s what the Forbes Communications Council (FCC) aims to answer.

The FCC is a think tank made up of invitation-only members who eat, sleep, and breathe marketing. They’ve highlighted a series of marketing trends to lookout for in 2018 and offer tips on taming the martech beast to realistically integrate the latest technologies into your marketing plan.

Virtual Reality | A marketing tool increasingly on the rise for large and small brands, VR is still relatively new. The challenge is using VR in a way that makes sense for your brand. While others are still trying to figure it out, now is your time to explore your brand’s options with VR.

Interactive Content | Interactive web experiences that display thought leadership in compelling, animated, and visual ways are expected to lead the pack in 2018. While blog or PDF content (think white papers and guides) were common lead generators marketers relied on in the past, engaging, interactive web content is a trend that is here to stay.

Pinterest | Though a sometimes overlooked platform due to its niche nature, Pinterest is beginning to look like the next big thing. The new Pinterest Lens gives you the ability to snapshot your products, place them in front of consumers and gain a new avenue for marketing attention in 2018.

User-Generated Content | A recent Stackla study found that 86 percent of consumers say authenticity is important when deciding what brands to support. Sixty percent say user-generated content (UGC) is the most authentic form of content. Find ways to incorporate trusted and engaging UGC into your multichannel marketing efforts and, in the process, earn loyalty from your customers’ hearts… and their wallets too.

Voice Search | Almost everyone with access to a phone has heard of Siri, and those who use Amazon have probably heard of her brainchild, Alexa. Voice search has become one of the most adopted technologies in modern history and it’s time for marketers to hop on the bandwagon. The allure of voice search options is that it provides consumers with one clean answer. Make sure the voice search giants (Google, Apple, Microsoft) have the right facts about your business so Siri and Alexa can lead inquiring voices to your door.

Account-Based Content Marketing | One size doesn’t always fit all when it comes to content marketing. Account-based content marketing targets unique personas within a company and customizes the customer journey with corresponding micro-sites, landing pages, images, and calls-to-action.

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