Marketers can expect digital marketing to continue to experience rapid changes this year. Thanks to Forbes magazine's Forbes Agency Council, which recently outlined digital trend predictions for 2018, they may be able to get a head start. The first of the article's 15 trend predictions is continued growth for Augmented Reality (AR), per Chris Carter of Rep Interactive, as mobile devices become more powerful, social apps improve AR integration, and, we would add, traditional print, from direct mail to labels, also embraces AR. Meanwhile, conversational interactions will offer new opportunities and challenges, per a couple of council members—such as Amazon's Alexa, Google's Assistant, Microsoft's Cortana, chatbots and more. Now that Google says 20% of its mobile queries are voice searches and usage is set to climb further, marketers will need to create content targeting these types of searches and ads for non-traditional venues, predicts Brett Farmiloe of Markitors. Video was a big story in 2017 and is now seen as a basic of success for 2018 marketers, per several Forbes council members. It also means that marketers will face a higher bar in terms of quality. As social media platforms jump into live video and add features, "the shaky, holding-a-phone-in-your-hand live video won't be acceptable anymore," warns Thomas Brodbeck of Site Strategics. Most agree that the days of impersonal e-mail blasts are done, and marketers will be focused on hyper-targeting and personalizing every interaction, forecast several experts. Watch for personalized landing pages connected to each advertising campaign, for example. The need for unbiased targeting, predictive analytics and budgeting for every step of the customer journey will increase use of application programming interfaces for machine-learning algorithms, natural language processing and artificial intelligence, opines Douglas Karr of DK New Media. And as data protection regulation increases, ad tech vendors will need to go beyond tracking behavior with cookies to contextual targeting strategies based on page content, adds Julien Verdier of Adyoulike. "Influencer marketing" had marketing buzz in 2017, but Craig Greiwe of Rogers & Cowan predicts that 2018 will see a collapse of interest because brands that spent big on influencers haven't seen measurable results. He expects brands instead to "zero in on a few select individuals who drive results or move to organic grassroots promotion, and away from high-cost, middle-tier influencers who drive awareness but little ROI." Content marketing and native advertising, meanwhile, remain in the marketing tool box—but with changes. For more, see http://www.acculistusa.com/2018-digital-marketing-trends-technology-targeting-tactics/
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