With 2018 just beginning a few days ago, it is important to note that the coming 365 days entail an uncertain economy and, inevitably, more pressure on marketers to adopt the branding strategies that work for all demographics. The following are the four most primary Digital Branding trends to watch out for in 2018:
Mobile Video Consumption.
If your website is not customised for mobiles as of yet, it is now the moment to get with the times. This is because customers are increasingly spending most of their time on the Internet through their smartphones as opposed to PCs. Moreover, search engines like Google and Yahoo have been very clear about prioritising websites that are mobile friendly. If you are choosing to stay indifferent to this major change, your business is going to suffer.
In 2018, video consumption on mobiles is estimated to grow by more than 20%, while video consumption on desktop computers and laptop is expected to decline. Get ahead of the game now and start planning a strategy for the mobile users of your website.
Customer Experience Marketing.
Customer experience marketing revolves around doing everything to make sure the consumer has a good experience when they’re marketed to. And it is becoming more and more of a significant factor. In fact, 68% of marketers have said that their businesses are focusing more and more on the customer experience in marketing. This is why: Customers have come to see your brand as an aspect of the experience they have with you. This can end up being anything from the way they find you listed online, how the interpret an ad you’ve put out or the experience they have with you inside your store.
Catering to Gen Z.
Not just high schoolers anymore! Gen. Zers are now entering a phase of their careers and primarily count as adults now. Their influence on the economy is at its peak. Marketers have to, now more than over, move towards digitally driven interactions to cater to millennial as well as Gen Z. This involves incorporating more and more social media into their marketing strategies. Moreover, this audience is actively listening to the recommendations they receive from their friends on the Internet as well as social media influencers. This is how this audience is deciding what transaction to make. And businesses must learn to tap in.
Increase in Smartphone usage.
The usage of smartphones and mobiles has been on growing exponentially over the past few years, and is only expected to grow even more in 2018. All digital growth now comes from smartphones alone. This isn't to say desktop computers aren't important anymore as most e-commerce transactions are still being done through desktops. However it's important for marketers to adopt a multi-platform strategy in the digital realm. This involves customizing all digital avenues for mobiles and treating the smartphone as the highest priority when it comes to the virtual world.
Keeping in mind all of the changes and growth in virtual and non virtual businesses - it is important for all marketers to be smart with their brands and adopt strategies that are in line with fully up to date technologies and dynamics within the industry.