Digital marketing trends show channel providers are making significant changes to their business models in 2018. The efficacy of a business’ digital marketing ad spend as well as their customer reach will depend on their reaction to emerging digital branding trends. The Facebook WhatsApp acquisition is one example of disruption in the digital media marketing ecosystem that business owners must account for. Google’s refinement of AR and their shift to mobile search are examples of new SEO digital marketing trends emerging in 2018. A business’ ability to understand these changes and adapt their strategy will determine their success with these new digital marketing trends. While strategies such as increasing visibility on groups and promoting business locally will help gain visibility, the ability to take advantage of emerging digital marketing tools will dictate their success in 2018.
Facebook Content and Digital Branding Trends
After the change in Facebook’s algorithm, deeper user analysis on new digital marketing trends can help a business understand it’s brand value through fans, followers and customers. Facebook’s announcement stressed on the importance of relevant digital marketing original content – “focusing on helping you find relevant content to help you have more meaningful social interactions.” An effective Facebook digital marketing strategy recognizes your brand’s customer segment and your brand with emerging market trends. Once recognized, the aim must be to create Facebook content that sparks engagement through polls, debates and an effective call to action. Facebook content that is strictly informational with little audience engagement will be penalized and replaced with more engaging Facebook content. The Content Marketing Institute published a trend in B2C, where digital marketing content should be prioritized as follows:
Whatsapp Business Account Verification
Although Whatsapp Business is in it’s initial launch with small businesses as their focus, we anticipate major growth as part of the emerging digital marketing trends this year. Just like with Google my business and facebook business, we recommend registering for WhatsApp business here. Opening up a new digital marketing channel increases your businesses visibility, credibility and accessibility. WhatsApp business account verification may also create a new platform for e-wallet transactions. Every additional channel is a new way to perfect your marketing message delivery. Another digital marketing trend is the emergence of secure digital payments, no longer a space reserved for PayPal. According to the Global Payment Report of 2017, e-wallet transactions are expected to triple in utilization by 2021.
Digital Media Trends
Google, Facebook and WhatsApp understand these emerging market trends and are expected to play a major role in digital payment methods moving forward. Beyond extending your digital marketing reach and channels, registering with WhatsApp Business allow Facebook to recognize the authenticity of your business for paid digital advertising. Currently, as a business posting advertising content on Facebook and Instagram (digital advertising platforms owned by Facebook) – Ad Manager can advertise your business across either platform depending on expected reach, click-throughs and conversions. We anticipate Facebook to include Whatsapp Business and a verified account will add credibility to your business with Facebook and make advertising on all three platforms integrated.
These are only three examples of digital marketing trends that we see in the onset of 2018. We expect Google and Facebook to continue developing their paid digital ad business models and anticipate new challengers emerging to disrupt the market.