Top digital marketing trends for 2018
Posted: Tue Dec 03, 2024 9:33 am
When we talk about trends, it is important to consider them not in isolation, but as part of a broader set in which diverse movements, originating from the most varied directions, end up converging at some point and exerting mutual influences. Based on this reasoning, some of the main trends in digital marketing projected for 2018 are actually emerging now or have already emerged in previous years.
This is the case, for example, of digital transformation, which has become one of the most prominent movements in the business world. It is worth noting that digital transformation is a broad concept that goes beyond the use of technology to “solve specific problems” in everyday life. It encompasses the way in which companies and professionals must act to compete in increasingly complex, unstable environments impacted by constant change.
The term is closely associated with the concept of “digital mindset”; in other words, it is a complete change in the way of understanding and, mainly, applying technology. It requires a strong internal transformation, in the restaurant email list culture of the company itself, and mainly, in terms of the involvement of leaders: first, understanding the subject, and then supporting the various fronts of change necessary within the organization.
In marketing, we will see digital transformation increasingly contributing to providing personalized experiences to customers who are demanding solutions tailored to their individual needs. I am talking about customization. Another strong trend in digital marketing projected for 2018 will be “expansion”, through the discovery of new functionalities, both in the use and application of concepts and/or tools such as:
Big data – This year saw significant advances, especially in web analytics tools. They made data analysis (structured or not) even more sophisticated and made it more effective to identify consumption patterns. They contributed to the implementation of more efficient marketing strategies, allowing managers to achieve better results. In 2018, the trend is for new advances to occur in Big Data, which will increasingly converge with Artificial Intelligence systems (Big Data, by the way, is the main fuel for AI).
AI – Speaking of Artificial Intelligence, we are currently witnessing a maturation of the concept, although it is not yet fully consolidated, especially in Brazil. We are witnessing its exponential growth, especially in chatbots and other instant communication solutions. Artificial Intelligence will continue to be the focus in 2018. It will be up to companies to make it more emotionally intelligent and with greater learning capacity – which will enable a new generation of digital services.
IoT (Internet of Things) – The digital and physical spheres are moving towards becoming a single concept: all-line. The separation we currently make between online and offline will completely lose its meaning. The number of devices connected to the web (and to each other) will grow exponentially both in 2018 and in the following years. In digital marketing (or should that be all-line marketing?), the use of data collected through IoT devices will allow the creation of increasingly personalized, assertive actions with more effective ROI. Consumers will be increasingly impacted by actions that reflect their particular needs. In fact, they no longer see any distinction between online and offline. Consumers themselves are already a trend. Companies need to understand this reality.
This is the case, for example, of digital transformation, which has become one of the most prominent movements in the business world. It is worth noting that digital transformation is a broad concept that goes beyond the use of technology to “solve specific problems” in everyday life. It encompasses the way in which companies and professionals must act to compete in increasingly complex, unstable environments impacted by constant change.
The term is closely associated with the concept of “digital mindset”; in other words, it is a complete change in the way of understanding and, mainly, applying technology. It requires a strong internal transformation, in the restaurant email list culture of the company itself, and mainly, in terms of the involvement of leaders: first, understanding the subject, and then supporting the various fronts of change necessary within the organization.
In marketing, we will see digital transformation increasingly contributing to providing personalized experiences to customers who are demanding solutions tailored to their individual needs. I am talking about customization. Another strong trend in digital marketing projected for 2018 will be “expansion”, through the discovery of new functionalities, both in the use and application of concepts and/or tools such as:
Big data – This year saw significant advances, especially in web analytics tools. They made data analysis (structured or not) even more sophisticated and made it more effective to identify consumption patterns. They contributed to the implementation of more efficient marketing strategies, allowing managers to achieve better results. In 2018, the trend is for new advances to occur in Big Data, which will increasingly converge with Artificial Intelligence systems (Big Data, by the way, is the main fuel for AI).
AI – Speaking of Artificial Intelligence, we are currently witnessing a maturation of the concept, although it is not yet fully consolidated, especially in Brazil. We are witnessing its exponential growth, especially in chatbots and other instant communication solutions. Artificial Intelligence will continue to be the focus in 2018. It will be up to companies to make it more emotionally intelligent and with greater learning capacity – which will enable a new generation of digital services.
IoT (Internet of Things) – The digital and physical spheres are moving towards becoming a single concept: all-line. The separation we currently make between online and offline will completely lose its meaning. The number of devices connected to the web (and to each other) will grow exponentially both in 2018 and in the following years. In digital marketing (or should that be all-line marketing?), the use of data collected through IoT devices will allow the creation of increasingly personalized, assertive actions with more effective ROI. Consumers will be increasingly impacted by actions that reflect their particular needs. In fact, they no longer see any distinction between online and offline. Consumers themselves are already a trend. Companies need to understand this reality.