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MARKETING: 7 Great Marketing Trends in 2018, Smart Digital Marketing
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7 Great Marketing Trends in 2018
Smart Digital Marketing

BT 201712 Marketing 02      市场营销已经不再基于网络和传统形式,而是变得更加“高大上”,与很多科技和新兴产品相结合。例如人工智能、数字内容营销、生活方式营销等等。本期我们就来看看现在的市场营销有哪些新花样。

      在今年炎热的夏季,阿里巴巴无人超市“淘咖啡”亮相杭州,没有收银员,无需排队、东西买完就能走。而在此前,5月27日落幕的围棋天才柯洁与谷歌AlphaGo的人机大战刚刚引发了新一轮人工智能发展热潮。从提供品牌购买的意见,到广告文本的写作风格,再到网站界面的设计,人工智能的作用,正在一步步覆盖到当代市场营销的方方面面。人工智能现在已经不是一个新鲜概念,随着技术的日益复杂,人工智能正不断扩大在营销等商业领域的应用:各类算法能够在海量大数据中迅速查到所需信息,效率超过人工万倍;人脸识别、语音登录、广告和内容的精准投放等等,都是AI技术为商业带来的进步。未来,人工智能的相关算法会在营销领域有越来越多的应用场景,AI技术将逐渐改变我们的营销之旅。

     近几年在数字化、社交媒体、互联网技术影响之下,消费者的购买行为已经不单纯地只是一个线性的历程。在数字营销时代,潜在的消费者有可能从这五个阶段的任意一个开始进入,甚至会跳过中间的一个或者多个流程。从这一角度思考,内容营销和内容创意机制也相应地有了颠覆性的变化。同时,自动化营销也可以有效解决营销不及时和覆盖面的问题。营销自动化是指通过营销软件,将邮件、社交媒体和网页上的多次重复操作转为自动化完成,提升客户营销的效率和精准度。美国营销自动化公司的代表是Hubspot,这家公司将传统的“推”式营销方式,改为以用户为中心,通过优质内容有针对性“拉”取用户。非值得学习。

     除此之外,将广告内容和营销点包裹在优质内容如影视剧和资讯文章中的做法也备受追捧,有效避免消费者反感。另外,大数据的支持是制定营销策略的基石之一,对大数据的了解关注是营销人的必修功课。BT 201712 Marketing 01

The year 2018 will certainly witness a revolutionary transformation in digital marketing trends and prove to be a remarkable year for businesses, start-ups, and brands. Complete change in the market scenario is only possible when these radical trends will be highly effective, engage more traffic and boost exposure.

With such a great hike in use of smartphones and Internet, businesses ought to know and employ the following trends for their benefit. So how exactly can you utilize these trends to overcome your competitors? Let’s have a look:

Before we get into details, you need to know that AR (Augmented Reality) and Native Advertising are two major trends that have already evolved to some extent in the year 2017.

Marketing Trends to peg in the year 2018

1. Gear Up for Artificial Intelligence

AIM (Artificial Intelligence Marketing) is nothing but creating powerful systems and database marketing techniques to convey hyper-targeted and circumstantial marketing messages to customers. And along with machine learning, AI will work as a tremendous empowerment tool for businesses over the coming years.


AI technology delivers excellent user experience and the automated content created actually feels more of a human. Based on human psychology (persona and lifestyle), computer and algorithm programs create content that will mesmerize the audience. In simple words, AIM can be utilized for behavioral targeting of the audience.
 

AI technique is quite expensive to employ and also demands high skill sets for proper implementation.

BT 201712 Marketing 032. Prep for SMART Content

Engaging your audience is a mind-bending task and often requires content that is rich in value, not just to you, but to them as well. In the year 2017, digital content marketing has scaled to new levels of popularity amongst brands.
 

But today, it is need of the hour to create diverse content, one that makes you stand-out.
 

HubSpot is an exceptional platform that lets you generate dynamic content for your business brand. Whoever is visiting your site will be able to see personalized content that provides them with valuable experience.
 

Amalgamate this personalized content technique with Lifestyle marketing to see tremendous audience engagement on your website. Call-to-action that is targeted towards specific visitors will hike up view-to-submission rates as compared to the ones that were same for all visitors.
 

Convert your blogs into short informative videos or infographics to lure your audience. A short explainer video is more likely to be watched than long-form text displayed on your website.

BT 201712 Marketing 043. Bring Mega-influencers, Macro-influencers and Micro-Influencers together

BT 201712 Marketing 08Gone are the days when businesses used to only invest in celebrities for their Influencer marketing strategies. B2C businesses employing lifestyle marketing through normal people like us is proof of converting into an effective C2C business model. This in turn, enables customers to trust your brand more easily and further boosts engagement.
 

Moreover, cost required for such effective lifestyle marketing is relatively low as compared to other expensive marketing strategies. Building a team of micro-influencers will allow you to captivate different audiences based on their lifestyles. 2017 was the year for micro-influencers.
 

In 2018, integration of all influencers’ viz mega-influencers, macro-influencers as well as micro-influencers will prove to be a potential marketing tool.
 

The sole purpose of these influencers is to show the true value of your product/service and how it affected their lifestyle, thus establishing more of a personal brand with your targeted market.

BT 201712 Marketing 074. Native Advertisements

Frequent pop-ups on the website are so annoying, yet they are hanging around because of their ability to engage the audience. In 2018, Native Advertising is going to become extremely prominent. Ads will be naturally included in the content to be more readable. Such smartly encapsulated ads stand out and work wonders on smart devices.
 

Due to this reason, it is called ‘Native’ Advertising, as ads seem to be more natural, native and organic in content.

BT 201712 Marketing 095. Big Data for Smart Advertising

Big data has already bagged great fame in the past, but its evolution will allow businesses to gain valuable insights regarding their brand. Big data allows you to target your audience precisely and prevents you from spending money on ads created for an audience that never responds.


Big data analytics is a comprehensive procedure of analyzing huge data sets to discover hidden patterns, market trends, anonymous correlations, visitor's preferences and other such insightful info to help businesses take better advertising decisions.
 

• Proximity marketing is an example of Big Data Analytics. Using location data, Proximity marketing technique will track the location of customers with the help of their mobile numbers. And, just when the time is right, it will display ads and offer to them based on their curiosity.
 

Big data tools also let you track conversion rates and other beneficial aspects more accurately.

Untitled6. Geofencing

Geofencing uses GPS technology to mark virtual geographic boundaries across different areas, also known as geofences. Whenever a customer (with mobile device) enters or stays in a specific area, Geofencing will create triggered promotional messages regarding offers or discounts.
 

Geofencing is an extremely innovative way to interact with your audience in more of a circumstantial way.
 

The only issue is that customers need to “Allow” your application in order for you to track their location. For that, you need to convey how important and beneficial ‘Location sharing’ will be to enhance their overall customer experience.

BT 201712 Marketing 117. Emphasizing on AR (Augmented Reality) and VR (Virtual Reality) techniques

AR and VR are getting more and more popular with each year, and major brands are happily manipulating such new technologies for exposure.
 

As we all know, VR devices engage the audience in a unique way and provide an amazing user experience.
 

AR techniques are quite new and exciting approaches for audience engagement. Augmented reality is a technology that will superimpose any images or graphics (computer-generated) on customer’s real-world view.

BT 201712 Marketing 13AR is better than VR because it does not demand any bulky equipment like VR headset to be held by the user. Online shopping retailers could make use of AR to enhance the shopping experience of their customers by allowing them to try on a versatile range of products from the comfort of their homes.
 

AR could also be used to demonstrate how a furniture piece would look like in your current home set-up or even customize your dream car.
 

AR and VR techniques are quite old and still need major amendments in terms of their concepts. But, the efficiency and effectiveness impacted by these are very promising in Smart Marketing.

BT 201712 Marketing 14Final Words

Digital marketing strategies are getting more and more exciting with each passing year. New technologies and trends are popping up, whereas some old ones are evolving. Marketer’s job is to employ these techniques to their benefit, all by scrutinizing and experimenting. Start now and prepare to use these strategies for the year 2018.
 

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