If there’s one thing you can always count on with regards to marketing budgets, it’s change. Every year, you’re bound to see the rise of new platforms and new ways to drive engagement, while other platforms and tactics fall out of vogue. Today, we’re going to take a look at 5 trends marketing budgets will need to cater to in 2018.
Micro-Influencers Expand Even Further
Influencer marketing has become an extremely popular way to reach new and existing customers for many reasons. Most notably is the trust factor. Consumers are more skeptical of brands and their marketing messages than they’ve ever been before, and to reach those consumers effectively, trust is critical.
According to Nielsen, 83% of consumers trust the recommendations of the people they know, while 66% of consumers trust the opinions they see posted online. One of the best ways to reach these people has been through influencer marketing. But, the trust issue isn’t adequately addressed when you’re dealing with a celebrity with millions of followers and a limited personal connection to their audience. That’s where micro-influencers come in. They may have a smaller reach, but they also have an audience that feels as if they truly know that person. Expect to see micro-influencers continue to dominate, making this one of the 5 trends marketing budgets will need to account for in 2018.
Social Messaging Integration
Thanks to breakthroughs in fields like machine learning and personalization, we’ve reached a point where communicating with customers in real time is a viable option. Look no further than the fact you can order Pizza Hut through Facebook Messenger for proof of this in action. Expect more companies to begin allocating a portion of their marketing budget to getting in on the action in 2018.
The Rise of Off Screen Content
While the average person will tell you that they’ve spent progressively more time each year looking at the screen of their smartphone, tablet, or television, a new way of delivering content and reaching consumers has emerged, and no screen is required at all.
Thanks to devices like Amazon Alexa and Google Home, a new world of call and response content has been unlocked, and savvy marketers are wasting no time getting in on the ground floor. Take Purina for example, who has developed an “Ask Purina” module that allows consumers to access valuable content about pet care in real time using Amazon Alexa. Expect more and more companies to begin funneling resources into developing skills for Alexa and Google Home in 2018.
Continued Growth of Live Content
2017 was a banner year for live video across many different platforms. Considering that consumers are more engaged with live video than seemingly any other form of content, you can expect live video to be one of the 5 trends marketing budgets must account for in 2018.
According to Facebook, users spend three times as much time engaging with live video than they do with video which is no longer live. Add to that the fact that Facebook video receives 135% more organic reach than other forms of content, and you have a recipe for even more growth with regard to live video this coming year.
Not sure if you’ll have the budget to incorporate more live content into your 2018 plan? This helpful marketing budget calculator may be able to help.
Content Distribution Remains Critical
Even when the internet was in its infancy, it was clear that one day it would become the most effective way to reach consumers. Today, with over 3 billion people using the internet, that couldn’t be truer.
As the number of people using the internet continues to grow, so does the amount of content being produced. Good content, bad content and everything in between. There’s just too much of it.
One thing that this tells you is that consumers and brands alike find content to be extremely important, and this isn’t something that will be changing anytime soon. To reach more of these consumers, content distribution is more important than ever.
When it comes to making sure that your content is getting in front of the right eyeballs, it’s a dogfight out there. This is why it’s critically important to have a proper content distribution system behind your brand in 2018.
Tim Brown is the owner of Tim B Design, and is a web designer and SEO Specialist out of Minneapolis, Minnesota. You can check out his recent project “The Marketing Budget Calculator” to plan your marketing budget for this next year and take a look at his blog to learn cutting-edge methods to get the most out of your digital marketing budget. Tweet him at @timbdesignmpls.