Drugi jezik na kojem je dostupan ovaj članak: Bosnian
December is not just a month of festivities. If not before, then in December we start working on our plans for the next year – both personal, when we set our new year’s resolutions, and professional. When it comes to business, we look to trends, and that’s why here we present to you ten trends that could mark the next year in the marketing industry.
Rising use of AI
Artificial intelligence is considered something new, even though we have been seeing it on every corner for years now. For example, when you see ads in search results on search engines and social networks.
Data suggest that 57 percent of marketing and sales already use artificial intelligence. The growth of artificial intelligence is associated with optimization of technology and therefore it is expected that the use of artificial intelligence will increase in the next two years by 53 percent.
Growing use of live video
Same as artificial intelligence is not a novelty, neither are live videos, whose use is sharply rising. They are not just favorites in marketing but we also use them in our daily lives. As much as 80% of Internet users watch live video footage without having read any text about them. According to Facebook, posts containing live video have three times more views than others.
You can stream live from some of the events you organize, and thus you can include in the event those who are not physically present on it. Now is the right time to show your consumers what the festive atmosphere looks like in your country, how are holiday sales, and what is your holiday offer.
Mobile video is also on the rise
If your website or marketing strategy are not mobile-friendly, then 2018 is your last chance. Namely, search engines will not include you in their search list because of that. And as far as mobile video goes, you should expect it to grow about 25% next year.
User experience is the king of marketing
About 68 percent of marketing and sales professionals claim that their business is flourishing because of the focus on user experience. By building an excellent user experience, the company or brand will most likely win the loyalty of its consumers. However, we should not neglect mobile user experience, since more than 50 percent of consumers search for information via mobile devices. It is anticipated that this percentage will grow to 70 percent in the next year.
Content marketing gains in popularity
As many as 70 percent of people say they would rather find out about the company or the brand through an article rather than through ads. Content marketing is considered one of the cheapest forms of marketing and we can find it in more than one form – a blog, a video, an infographic…
There is more and more voice searches
Consumers can use voice search almost everywhere: on smartphones, connected home assistants, portable computers, tablets, desktop computers. By 2020, 50 percent of all searches will be done by voice.
A lot of TV advertising
You definitely shouldn’t ignore television advertising. Next year are the Winter Olympics and the World Football Championship.
You should also consider television that is different from the one we knew until today. Facebook, YouTube and Amazon have their own television series. Netflix and Hulu win award shows with their original series that you can only watch on their platforms. They are increasingly viewed on mobile devices as well. What does this mean for the future of television advertising? As television moves into the digital world, the TV advertising also adapts, and it is increasingly moving from the classic television to the Internet.
Strategic planning of social networks is the best way of getting closer to consumers
Constantly changing algorithms on social networks are making it increasingly difficult to reach the target audience. If you still don’t have a solid base of followers on social networks, then 2018 is the high time for you to define a strategic social communication plan.
Don’t forget the Gen Z in 2018
Although most brands are focusing on Millennials, you should by no means neglect the Generation Z.
Don’t forget to be transparent
Consumers read reviews, they check social network pages, and they keep track of comments. The Internet has stripped brands and businesses naked, so possibilities to hide or conceal something are extremely scarce or completely nonexistent. So don’t try to hide. Rather stay (become) honest, strengthen your content marketing, and communicate openly.