We predict this will not be the first or the last list of marketing predictions you read this year.
But we hope it will be the most accurate.
From late December into early January, making predictions is trendy. Luckily for most, by mid-year readers have all but forgotten start-of-the-year forecasts as they adjust to real-life events.
Like other honest prophets, we’ve based our predictions by combining factual trends with our gut expectations. In the end, we’re all in this together. Marketing is fluid, and it’s essential to proactively prepare to react to market and media changes. But hey, that’s why we love what we do. Right?
2018 Marketing Prediction #1: More Voice Searches
This prediction is so hot that two Digital Media Solutions, LLC (DMS) team members submitted it for this post. From 2016 to 2017, our SEO team has seen voice searches grow in volume by 25%. According to comScore, half of all searches could be by voice by 2020. Google’s Siri and Amazon’s Alexa are going head to head to claim their share of the voice market. When asked who will collect the most significant piece of the pie, David Shteif, Executive Vice President of Automation & Data at DMS, said, “Amazon will win by making sure every home has an Alexa voice assistant device. But,” he continued, “marketers will win if they begin to prepare content that responds to consumers’ voice searches.” Our SEO expert, Stephen Galgocy, published a blog post earlier this week to help marketers do just that.
2018 Marketing Prediction #2: This Will Be the Year of Knowledge
Attribution technology adoption has been climbing as marketers work to optimize their media mixes, according to an eConsultancy report. But the certainty related to attribution data has been disappointing to many. Rachel Schulties, Executive Vice President of DMS Digital Agency, believes confidence will grow this year. Rachel has witnessed marketers at leading brands working to “pull knowledge together and act upon it.” She has faith marketers “early to the attribution party” will benefit from their trail-blazing efforts. (Note: Sparkroom, a proprietary marketing technology of DMS, provides cross-channel, multi-touch digital attribution for its users.)
2018 Marketing Prediction #3: Recruitment Marketing Will Become More Competitive
Though estimates vary regarding the size of the market, last year the Chicago Tribune reported, “there is consensus that the Gig Economy is growing faster than traditional employment. And it is here to stay.” Gig growth means there are more people than ever looking for short-term jobs. However, with the unemployment rate down to 4.1% (as of December 2017), the overall volume of employment seekers is lower than in recent history. How might that impact recruitment marketing? According to Adam Berkowitz, the Senior Business Development Executive of DMS most closely responsible for scaling SimplyJobs.com, there may be more passive job seekers and less active job seekers in 2018. If employee recruitment is your focus, Adam recommends being highly targeted and highly differentiated. “Competition will be more intense for the best candidates,” he said, “and companies must create compelling stories about their brands.”
2018 Marketing Prediction #4: More Interactivity in Mobile Video Ads
Mobile video viewership has been growing. According to Statistica, there were 125 million mobile phone video viewers in 2014, and they are projecting 179.4 million by 2020. As of the second quarter of 2017, it was estimated (also by Statistica) that 56.7% of all videos were viewed via mobile devices. But, as noted by John (Doc) Dougherty, Vice President of Performance Marketing at DMS, “most videos require only passive attention from the viewer.” Doc believes we will start seeing more interactivity within mobile videos in 2018 as marketers continue to adopt new techniques for engaging consumers.
Do you want more 2018 marketing predictions? We’ve scoured the web to bring you another five.
- Kate Ahl, owner of Simple Pin Media, believes we’ll get tighter targeting options from Pinterest.
- Smart Insights readers voted growth in content marketing as the top marketing trend for 2018.
- In a list of their self-proclaimed “boldest” marketing predictions for 2018, Business2Community predicted increased adoption of 360-degree virtual reality campaigns.
- AdAge is expecting Amazon growth to continue, driven in part by their now-established private-label brands.
- The LinkedIn user base will grow while the Twitter base continues to slip, based on a Digital Marketing Institute prediction for 2018.
Do you want to leverage the latest trends to achieve marketing success in 2018? Team DMS is here to help! Fill out this form to get the conversation started.
About the Author
Kathy Bryan is the Senior Vice President of Corporate Marketing and Communications at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Kathy is responsible for all aspects of marketing and communications for DMS and its subsidiary brands. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.More Content by Kathy Bryan