Between 4.3 and 7.6 billion people use the internet, it is predicted that by 2030 the whole planet will be online. All web activities are warehoused in a massive database that is already being utilised by marketing and PR agencies. This data is priceless as it allow us to understand our customers, their interests and motivations.
In order to help you to keep up with the latest innovations in digital and social networks world Olaf&Mcateer agency recommends the latest online trends in 2018.
“The latest online trend is to have less direct advertising, the customers have literally escaped from online advertising , we need a precise picture of an imaginary consumer with a shorter attention span. Using the tools and search history we can create the relevant content that is interesting and useful to the consumer and web optimised at the same time”, is the advice of Stefan Plavšić, Olaf&Mcateer community manager
SEO optimisation: Avoid talking to yourself
It is wrong to push content because of the goals you’ve set for yourself, you need to follow the analytics to see what customers want. If you are only pushing content your corporation and brand because teams are telling you to, the public will hide. The advice is to create content based on consumer searches.
Social media marketing and LinkedIn
LinkedIn evolved into a developed business network, thanks to the algorithm, data and updating including video and instant messages, LinkedIn is an excellent platform for creating communities and good teams. You need to be on LinkedIn to stay competitive.
Influencer marketing – changing attitudes towards brands
In the digital world, media relations are turning into influencer relations as the new people of influence. Whatever they do, the goal is same- they build trust because they are not directly involved with a brand.
Content shared by an influencer has more influence than content shared by a brand influencer. Instead of resharing an influencers’ post it is better to create content for them to adapt and post.
Chatbots – beginning of the end of direct contact with users
Last year Facebook started a chatbot platform for Messenger. There were over 100 000 chatbots created in the last 12 months, aiding the interaction with users and present new challenges for modern communication.
Integration of digital and offline campaigns
Integration of digital and off line campaigns will increase in 2018. Offline events are being followed live and the content is posted on social networks extending the live event shelf life.
Algorithm study
Algorithms are important for public relations because they show consumers’ online habbits. Experienced professionals are using tools to understand trends and place efficient content on Google and social networks. This year there will be increased influence by the machines in at least three areas: content creation, content distribution and pace of posting content.
