Digital Marketing Trends

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Digital Marketing Trend
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Expectations From 2018

• Mobile is the primary screen for todays
  searchers and consumers . 78 of their time is
  spent on 5 major platforms. They are social media
  and messaging experiences. Messaging apps like
  WhatsApp, Facebook Messenger, and Twitter got all
  the attention from brands.
• Some marketers have faith that internet space is u
  nder expansion as more companies
• entering the digital world.
• But then there are others who say there will be a
  complete makeover of how search engine
• giants and users give preference to huge data
  available online.
• You should know the fact about online marketing i
  ndustry. It is huge, complex, and volatile.

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Trending in 2018

• Videos Ads
• Instagram Stories
• Live Features
• Facebook Sales Funnel
• Website Chat Bots
• Influencer Marketing
• Voice Optimized Searches
• Vernacular Language / Native Advertising

• Personalisation on Sales Funnel
• Whatsapp For Business
• Facebook Messenger
• LinkedIn For Thought Leadership

• Leads Nurturing

• Accelerated Mobile Pages

• social conversion

• Unique content strategy

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Video ads becoming dominant

• Though the concept of video ads are not
  new for social media giants like Facebook
  YouTube, Whatsapp, Instagram Amazon Prime
  Videos but the news of Google entering the
  competition with in-SERP video ads will
  transform the entire spectrum of internet
  advertisement.
• Videos are the easiest and most convenient way
  people would like to grab content.

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Ad spending on mobile video will reach 18
billion next year, surpassing desktop
In 2018, Mobile video ad spending is expected to
grow 49 percent to nearly 18 billion, while
fixed online video ad spending. People on
average will spend 36 minutes watching online
video on their phones and tablets compared with
18.5 minutes on non-mobile devices.
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Instagram Stories
Brands that serves customers directly will find
Instagram stories the most creative way to
engage their audience. With seasonal stickers,
rewind features, zoom in feature, Live polls,
Live Stories, Live Stories that can involve 2
different profiles at the same time is going to
be the biggest game changer. It is time you grow
your follower base on Instagram and not on
Facebook. Video on Instagram is also being
consumed 80 higher than the previous year,
whereas videos produced on. Instagram has
witnessed a 4x growth from last year. Facebook
would like to Kill Snapchat in all possible ways.
You would probably notice your posts on Facebook
getting less traction but more engagement on
Instagram. Facebook wants you to use Instagram
heavily this will increase the usage pattern by
all means and slowly kill the consumption of
Snapchat. Instagram advertisements, Instagram
boost posts is where your investment should be
in 2018. Instagram is expected to generate about
1.2 billion in mobile advertising sales this
year and 5 billion in 2018. Instagram is used
by 48.8of brandsa number that is expected to
rise to 60.7 by 2017.
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Instagram vs Snapchat Daily Users
Instagrams appeal has never been higher among
their core target audience as users under the age
of 25 spend an average amount of 32 minutes per
day on the platform. Instagrams more direct
rival and rip off, Instagram Stories too leaves
Snapchat behind by several million users, with
more than 250 million users.
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Live Features Are Going To Soar, Brands will
heavily invest in Live Tools

• Live streaming is the new wave of digital
  communication, content promotion, and content
  consumption.
• Live streaming can give your company the boost
  that it needs to grow and reach an even bigger
  audience.
• Its a great way to build an audience. But it
  definitely helps if you already have an existing
  audience to gain traction.
• Live sessions gets you the maximum traction on
  Social Media. Especially the scheduled ones. So
  have a goal plan for your brands Live Sessions
  in 2018.

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Monthly Users on Live Streaming
Live-video content generates more comments,
shares, engagements and viewing time than
standard video.
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Facebook Sales Funnel

• Facebook is changing the way Leads were generated
  on the internet. People are slowly creating a
  customers journey with respect to Facebook
  Advertisements. You can create audience out of
  people who have engaged with us.
• Facebook page,
• Messenger ,
• Advertisements,
• Lead forms,
• Visit Website,
• Add to cart,
• videos etc.
• This is going to change the way Leads were
  generated on internet. A customers journey is
  going to be re-defined here. It is no more a
  platform for quick visibility and leads but it is
  visibility and from there what else will be made
  visible to your audience.

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Website Chat Bots

• Artificial Intelligence based chatbots will
  replace all kinds of conversion tools. They are
  by far the most effective one. Tools like Zoho,
  Zoopim and many other will help brands converse
  and collect data of customers on website.
• Chatbots to reduce the need for agents to deal
  with routine enquiries, and to ensure that when
  incidents and requests do need a person to
  intervene, they get directed responses.
• Automated matching of incidents to known problems
  and of requests to workflows to improve access to
  existing knowledge allowing people to make
  better use of it.
• Automated translation of chat and voice
  communication to enable service desks to support
  many additional languages.
• Increased automation of service requests to
  provide faster and more reliable service with
  little or no human intervention.
• 2018 will see the rise of proactive customer
  experience powered by the Internet of Things
  (IoT).

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Influencer Marketing

• Influencer marketing is a common method for
  reaching highly engaged online audiences, but
  many companies are still trying to fine-tune the
  best methods for cashing in on influencers and
  their popularity.
• Live streaming offers a fresh and effective way
• to pull influencers into campaigns. When well-
  trusted influencers and compelling live streams
  come together, it's almost impossible for
  audiences to look away.
• Discover some of the fascinating ways that live
  streaming is shaping the face of influencer
  marketing campaigns.

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Influencer Marketing

• Incorporating Integrated Influencer Marketing
  Throughout the Customer Journey Awareness
• Interest Desire Action Advocacy
• Tactical Campaign To Always-on Strategy
  Building Relationship With Influencers
• Rapid Growth in the Influencer Marketing
  Technology and Solutions
• Discover Connect Engage (unpaid) Recruit
  (paid) Review Measure
• Influencers are the New Brands Monetising
  through E-Commerce
• The Rise of B2B Influencer Marketing

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The future of paid voice search
20 of online searches were conducted through
Voice Search. This is expected to grow by 50 by
2020. Brands will start optimising content for
voice search by adding more long-tail content.
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Voice search and digital assistants

• Voice search technology presents a big
  opportunity for changing the way we communicate
  and process information. The rise of digital
  assistants has presented a growing market that
  can change the way search queries are performed.
  According to Google, 1 out of 5 searches already
  come from voice queries.
• This changes the search market and were
  expecting to see an even bigger shift towards
  voice search in 2018. When it comes to setting
  up an SEO strategy, the rise of voice search
  brings out the need to focus on more long-tail
  search keywords and a natural
• language that matches the users conversational
  tone.
• voice search is expected to grow even more with
  its integration in smart home hubs, helping
  companies access new data, while users enjoy a
  seamless experience through everyday devices. As
  digital assistants go beyond smartphone devices,
  there is a great opportunity both for SEO and
  content, taking advantage of a growing market
  that connects the brand with a user in a unique
  but still relevant and useful way.
• Currently, Google Home and Google Assistant read
  snippets from sites that are ranked in position
  zero and have been granted a featured snippet.
  This is why more people than ever are talking
  about how to optimize for featured snippets.
• As accuracy improves in digital assistants, there
  will be more people using voice search from their
  mobile devices, seeking for quick and relevant
  answers. It becomes important to research the
  voice user intent will provide more accurate
  results, helping the algorithms provide the best
  answer.

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Vernacular Language / Native Advertising

• Over the recent years, Native advertising has
  become increasingly streamlined and standardized.
  And only seems to improve in finding ways to
  deliver and promote content. If you are an
  advertiser looking to expand your business or a
  publisher looking to monetize your website
  through the digital platform.
• English is the language most widely used on the
  internet and the social media. But the hold of
  the regional languages on the general public is
  strong and all important communication has to be
  in these languages especially in a country like
  India where only 76 are literate and in that
  only 10 knows English. That been the case the
  role of regional languages in the social media
  cannot be undermined.
• A majority of the Indian rural population is not
  well versed in English and is most comfortable in
  their regional tongue. Some of the top brands
  have realized that if they want a greater
  audience they must make the foray into regional
  language on social media. They have realized that
  close to 60 of the urban population too access
  content in regional language when compared to
  English. And that is the reason that Facebook is
  available in several local languages. According
  to Google, local language consumption is four
  times that of English language.
• According to Mindshift, a social media research
  agency vernacular websites are growing at a
  phenomenal rate of 56 per year when compared to
  English websites which are growing only at 11.
  To get maximum returns are in regional languages
  because 45 of online users consume regional
  language content.
• According to IMRB if regional languages are made
  available online then 10.72 million rural
  population will opt for internet which in turn
  will increase the reach to 43 of the
  population. Hence the switch to regional language
  will usher in an era where there will be more
  internet consumption, greater growth, more
  literacy, better health and greater economic
  boost for the country..
• This results in spreading the name of the website
  which ultimately promotes branding.
• Native advertising generates higher purchase
  intention as readers are highly accustomed to
  these kinds of ads compared to traditional banner
  ads.

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Vernacular Language / Native Advertising
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Personalization on Sales Funnel

• Yes, personalized marketing, it is all about data
  and in that regard, one of the companies that
  provide such services is a
• major marketing automation that provides you with
  many amazing features for personalized
  marketing.
• Demographic data
• Behavioural data
• Geography Data
• Conversion Data
• Interests Audience Data
• Website Scrolling Data
• Devices and etc.

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Whatsapp For Business

• Netflix has become WhatsApp Business test partner
  in India. With this development, the company is
  communicate with its subscribers through
  WhatsApp
• WhatsApp, which is has over one billion users
  across the globe, has officially announced that
  it is now testing new tools that will help
  businesses to connect and communicate easily with
  its consumers. Many small businesses, including
  in India, already use the Facebook- owned app to
  reach their customers.
• WhatsApp said these new tools are being tested
  through a closed pilot programme. In India, it
  is currently testing these tools with 1mg and
  BookMyShow.

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Whatsapp For Business

• The instant messaging platform has explained the
  three different types of business accounts that
  are likely to be present on its platform and how
  users can identify them - a verified account, a
  confirmed account and a business account. A
  verified account would have a green checkmark
  badge on its profile and would be verified by
  WhatsApp. A confirmed account would have a grey
  checkmark badge on its profile and WhatsApp has
  confirmed that the phone number of this account
  would match the phone number for the business
  account. A business account would have a grey
  question mark badge on its profile and the user
  would be using the WhatsApp Business app, but
  won't be confirmed or verified by WhatsApp.

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Facebook Messenger

• Facebook Messenger bots, also called messenger
  bots, chat bots or Facebook bots.
• The stats are staggering - 1.3 billion users are
  now active on Facebook Messenger, and they're
  exchanging more than 2 billion messages per
  month with businesses. Neil Patel recently
  published an article in which he detailed how one
  of his Facebook Messenger campaigns saw 88 open
  rates, and a 56 CTR.
• Facebook Messenger bots are a relative newcomer
  to the marketing scene. Thats why its an
  exciting time to dive in and learn all about
  them. Being an early adopter of Facebook
  Messenger bots will give you a huge advantage as
  a marketer.
• Its the perfect time to use Facebook Messenger
  bots.
• Right now, were in the phase of Facebook
  Messenger marketing where customers are not yet
  experiencing things like banner blindness (web
  ads) or email marketing.
• Many prospective customers arent comfortable
  providing their email address in exchange for
  your free download anymore. Worse, they might
  completely ignore your marketing emails.
• From the customers perspective, opting into an
  email newsletter or campaign requires more steps
  and work than opening up a Facebook Messenger
  thread.
• From your perspective as a marketer, building an
  email list takes a lot of work. Creating a list
  of Facebook Messenger leads is a lot less work
  because of the reduced friction. Messenger is a
  one-click subscription instead of having to type
  in your email, click
• submit, confirm email, etc.)

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Facebook Messenger

• A Messenger bot can have a sequence just like an
  email campaign. Sequences can be as long or short
  as you want and have as many options (or more)
  than an email sequence.
• Messenger sequences are way faster than email
  campaign sequences. With an email campaign
  sequence, you typically should wait a day or two
  before sending additional emails. With Facebook
  Messenger, you can send more messages in the next
  10 seconds, 10 minutes, 10 days, whatever you
  want. Best of all, the response is instant and
  you can engage in real conversations with your
  leads.
• Prospects can instantly engage in live chat,
  which helps to close sales faster and with less
  friction.
• Retargeting your Messenger leads is easier and
  faster than retargeting email leads since the
  leads are already on Facebook.
• You can know where your subscriber went to
  school, where they work, what gender they are,
  how they look all through Messenger. Try
  getting that kind of in-depth information through
  email!
• Messenger bots have the same kind of opt-in
  appeal that email lead generation forms have
  popups, slide-ins, buttons, boxes, etc. You can
  even gain a new lead simply when they leave a
  comment on your Facebook page.
• Messenger is completely optimized for mobile or
  desktop. No more mobile configuration for email
  messages.
• Getting leads using Facebook Messenger is easy.

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LinkedIn For B2B

• LinkedIn InMails is by far one of the most cost
  effective Business intelligence based marketing
  product that LinkeDIn has brought in for B2B
  marketers. LinkedIn sponsored posts, LinkedIn
  lead generation advertisements is where B2B
  Marketers will hang out.
• In 2018 Q2 LinkedIn allowing native videos in the
  LinkedIn feed.
• Most of Professional using LinkedIn .
• finding right target audience on LinkedIn.
• Using email/account targeting, website
  retargeting.
• For professionals and entrepreneurs year 2018 is
  a golden year of thought leadership, LinkedIn
  videos, LinkedIn posts can change your life.
  Start sharing your tips, advices and experiences
  here. You never know you could be one of the most
  influential LinkedIn Person of the year.

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Leads Nurturing
90 of your Leads are left idle. Surprised? Its
true. Up to 90 of your leads acquired through
various channels dont convert for you, usually
due to the prospect being unreachable.
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Leads Nurturing
Move Beyond earlier Methods Tele-Calling Calls
could encroach on privacy and brings
fatigue Generic outbound messaging One size
doesnt fit all. Single channel of Communication
An average customer uses at least 3 channels. Be
where they are. Treating all leads Equally
Create priority buckets based on probability of
conversion hot, warm, cold, etc.
Multichannel Lead Nurturing Communicate with
customers based on their recent-most channel
touch point. Make the messaging subtle and
non-obtrusive.
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Leads Nurturing
Personalized Content Interact with your
customers about the product or service theyve
shown interest in and personalise your messages
accordingly. This earns about 6X higher revenue
than generic messages.
Auto Lead Scoring Lead to conversion rate is 21
times higher if communicated within 5 minutes of
nurturing vs 30 minutes automated prospect
harvesting takes place based on the engagement
pattern. The leads are algorithmically
categorized into hot, warm and cold. Real
time notification along with nurturing context
is sent to the sales agents to speak to hot
prospect to convert.
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Accelerated Mobile Pages

• AMP is not a factor within Googles ranking
  algorithm that determines URLs positions amongst
  the search results. However, AMP can improve
  other rankings factors, including
• Mobile-friendliness
• Mobile site speed
• Engagement metrics, including CTR, time on site,
  and bounce rate
• Google now heavily prefers to feature
  AMP-friendly resources within News results, a
  trend that will only continue. Google increased
  the amount of news results that feature AMP from
  30 to 70.
• Pros
• Incredibly good distribution
• More new and returning visitors
• Higher clickthrough rates
• Ad viewability
• Higher rankings
• Traffic is growing

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Its time for social conversion

• You have to see beyond the things that talk about
  the power of social media.
• Till now, social media was immensely used for
  interaction and feedback purposes, but today,
  businesses are using social networking sites to
  enhance conversion rates.
• Social media offers tools that help in converting
  prospects directly into buyers, which is just a
  great thing for businesses.

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Unique content strategy will win

• Content will rule in the digital marketing world
  and will remain a critical part of every online
  marketing campaign in future.
• Content will rule in the digital marketing world
  and will remain a critical part of every online
  marketing campaign in future.
• Readers will get connected with the unique and
  authentic content. Moreover, specialized writers
  will get more opportunities in coming future.

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