Digital Marketing Strategies for 2018

Digital Marketing Trends to Watch Out For in 2018

Many new ideas and innovations were brought to market this year, and we also saw off, once and for all, many old technologies, and even a few brand names. New iPhones have come out, as well as numerous home, personal assistant, and wearable technologies, but we also said goodbye to the iPod Nano and Shuffle, as well as AOL! Technology moves forward relentlessly, and unless you stay ahead of the curve, you will inevitably be swept under the tide of progress.

When it comes to digital marketing strategies, exactly the same reality exists. While some things will always be the same, such as always ensuring that you have quality content, spending adequate time on your content creation, and distributing your content better and better, some things might really need some tweaking, such as experimenting with new tools, modifying your marketing media, and enhancing personalization.

2018 will bring with it a number of sweeping changes to the digital marketing landscape, including continued growth of mobile and smartphone usage, an increased emphasis on personalization, and a heavier reliance on machine learning applications and marketing automation. This article talks about some of these as well as other important developments that you will need to be on top of during the coming year to make sure your digital marketing strategy is getting you the conversions you need.

AI messaging

Chatbots have been in development for a long time now, but they have only really started coming of age in the last year or so. Having an online chatbot that can reply to basic customer queries, provide pricing and product details, and welcome visitors to your page around the clock at virtually no cost whatsoever is a huge deal, and it’s about time for companies to start taking the time to invest in an AI-powered bot to replace their customer services rep function if they haven’t done so already.

Better personalization

With more and more customer data from better and richer sources available, it is finally possible to really tailor each customer experience to almost their exact preferences and expectations. Content personalization will proliferate this coming year, and just as YouTube and Netflix already provide customers with very accurate viewing recommendations, companies of all sorts will be able to do the same for their customer base – recommendations, suggestions, and advice in their areas of expertise that exactly match the needs of their customers.

Voice-optimized content, and voice-powered interaction

Similar to AI chatbots, better and better voice-controlled apps, functions, and features on tools and tech will allow users to more easily look for, learn about, experiment with, compare, and eventually buy goods and services. As big market players further streamline search processes and reduce customers’ time burden during information searches by improving voice search, this will soon become a lucrative means by which to reach and target various audiences. Just as TV ad spend continues to fall and mobile ad spend steadily rises annually, more and more online searches will move from written text to spoken words. Content is now optimized for web 2.0 and mobile, and it will soon need to be optimized for voice search too.

Boutique services

With the fall of net neutrality, uncertainty and unreliability when it comes to private information, and the increased frequency of large-scale hacks of sensitive customer data, privacy protection will become a major selling point for online services. If you can offer any sort of specialized service – whether it is an added layer of security and privacy, or even something as basic as quicker turnaround time or customization of any sort – people will come to you. With so many outfits doing the same thing the same way for everyone, if you can differentiate and innovate, your business will flourish.

Machine learning in ad management and predictive lead scoring

Why experiment with different ad parameters trying to efficiently reach your target demographic when you can have a machine do the same thing for you in no time? Why try to manually optimize ad spend, placement, channel selection, run-times, and more, when there are already great tools out there that allow you to get the most mileage out of every penny spent?

Just as machine learning has improved ad placement and marketing strategy, it will be increasingly used as a tool to assist marketers to better target customers, to better engage with users, and to create better and more effective ad campaigns in the coming year. You can’t just optimize ad groups, ad types, and placements yourself; you need to back your strategy with data, and implementing a strategy that uses tools to do just that is what you need to do in 2018.


The bottom line for digital marketers is that the coming year will be an interesting one. With so much progress and development driving things as outlined above, partnering with the right team that can put the right tools and the right strategies in place for you is critical. At HS3 Marketing, we provide customized consulting services for online marketers and small businesses trying to make a difference. Send us a message to learn more about what changes are taking place in the digital marketing space today, or for a consultation on which approach to conversion improvement would work best for you.


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