As an entrepreneur you know that the market is constantly changing. That applies to your own industry, but certainly also to all kinds of trends, including those of online marketing. Because your target group not only shifts channels, the legislation and application of data also change. 2018 is more about following your target group - not the competition - and offering real value. Your online marketing therefore changes enormously: it ultimately becomes your product itself. These are the five online marketing trends of 2018.
Online marketing trends: what are they anyway?
Current developments determine how the online marketing channels are deployed to market a company or brand. Also in 2018 the needs and thoughts of consumers will change, as will the way of contact with each other and with brands. Every year you see the rise and fall of social media platforms, temporary hypes and buzzwords and changes in the customer journey. For the online marketer who likes to work on the cut, the online marketing trends indicate where there are new opportunities to be one step ahead of the competition.
1. The GDPR: major impact on privacy and online marketing
Not yet familiar with the GDPR? You should now know this as a company when you are active in Europe and collect personal data:
- The GDPR (General Data Protection Regulation) is the new European privacy legislation that will replace all others from 25 May 2018.
- Do you not meet the GDPR and do you not take privacy at all seriously? Then you can get a sample fine of € 20 million or 4% of your worldwide turnover.
- The GDPR applies to large and small companies, including self-employed people without employees, who collect data on European citizens. So American companies must also comply with the GDPR.
- You may only store personal data if you have a basis for this. That means: legislation, necessity for your service or consumer approval.
- European citizens are given new rights: the right to be forgotten, the right to request all information about themselves and the right to data portability. This allows them to request their data in order to place it with a competitor.
As an entrepreneur you must therefore know where the limits are. For example, remarketing can only be limited, because profiling is also restricted. Every piece of information that can lead to someone's identity is personal data and may not be used unsolicited. Anonymity and privacy will soon be the starting point. That makes online marketing a lot more challenging in 2018, but also more satisfying. After all, you have to do more to gain the trust of your target group.
2. Native advertising for more credibility in your story
At Bloeise we also make increasing use of this online marketing trend: advertisements in the form of content. Native advertising means advertising on one lokale way, in keeping with the standard content. For us, that is informative blogs about online marketing and social media, in the same look and feel as our own blogs. With a growth from 39 to 51 million euros (31 percent), Native advertising is a strong growth in the online advertising market. Online marketers spend more and more of their display budget on native advertising: after all, it is five to ten times more effective than display. By 2020, 40 percent of all advertising spending is expected to go to native advertising, but, note, it has been researched by the Native Advertising Institute and FIPP. A bit 'we-of-toilet duck' so. Keep looking at what works for you in 2018.
The advantage of native advertising: it does not annoy the consumer, as display does. At the most impossible moments you get a pop-up whose X to close is always hard to find. Even worse: they let you click on sentences like “No I don't want to know more about content marketingTo close. A psychological trick that works proven (because it hurts to click on a lie, you want to know more, but you do not sign up for that newsletter spam, for example). Native advertising works because you address the reader through the right channel and at the right time with the right content, with which you guide them further into the customer journey. Not screaming, but helping.
3. Use Facebook Messenger as a new online marketing channel
Actively focus on Facebook marketing? Then the next step is to use Facebook Messenger. This makes you directly approachable for visitors to your Facebook page via chat. According to Facebook, 53 percent of people buy earlier at a company where they can send a message directly and send 56%of people prefer a message to customer service than that they call. Facebook supports that with new settings, Send / receive API and Messenger ads from July 2018.
The most important starting point for this online marketing trend: be aware that you are on the Facebook channel. That not only determines your approach and message, but also your budget and reach. It has long been clear to every company that Facebook is about money, and that the attention of their Facebook accounts (you and me) always goes to the highest bidder. The best way to deal with this is to direct contact to your own channels. Like your website.
4. Live chat on your website - 4 tips
You have probably already seen it as a consumer at your energy supplier and more and more companies are opting for it: a chat window that opens during your visit. Do you have questions? How can we help you further? Being able to ask a question directly can mean the difference between a purchase or a click to the competitor. As a company you can respond directly to the question. In a fast and natural way.
Make sure you do it the right way:
- Someone who can help all your visitors. Not a trainee but a senior who knows how he or she arranges matters within the company.
- Fixed times. That may safely be during office hours, if your target group persists, but make sure that it is not the site that nobody is behind. Because with live chat that becomes clear.
- Be effective. Nothing is more annoying than first filling in a questionnaire, then entering the chat, and then being asked about exactly the same things. That is clearly a delay technique for an overworked call center agent. Then you are put on hold, and then you get the feeling that you could have e-mailed them better. A negative chat experience also counts.
- PLOING. As a company you are not the only one who is busy. Make sure that when you post a chat message, the visitor hears it. Because in the background he or she will do something else if he or she is not helped immediately.
In short: with live chat you can make a lot of positive impact on your business operations, but only if you tackle it properly. WhatsApp offers the benefit above on not being tied to your website.
5. Tackling marketing complexity with AI
As an online marketer you already know that it is about the customer journey across different channels and with all kinds of touch points that differ per customer. Personalization is the key to higher conversion, and for that you need big data. But yes, as a marketer you are not an analyst. And the GDPR with all kinds of new requirements is on top of that. The solution is AI: machine learning of smart algorithms with a huge decrease in the cost of computing power. Sounds complicated, but as a consumer you are already a big user of it:
- Spotify: Spotify Discover draws up a list of suggestions based on your music preference. (something that an Amazon but also eh, Pornhub for example) do
- Google: In addition to links and content Google Rankbrain as a determining factor in the rankings. With this AI the intention behind a search action is unraveled.
- Facebook: If you click on cat movies a lot, Facebook will show you all possible cat movies. The algorithm of Facebook (Edgerank) has many factors that are constantly fine-tuned to keep you on Facebook for as long as possible. And. Do you experience that too?
Now your company is probably not the same size as these big tech companies. But AI is no longer a difficult technique only meant for handsome bulb bosses. Parties such as IBM offer AI functionality as a removable service: Watson. Programming is no longer necessary to respond to this online marketing trend, it is about your business. Exactly how AI paves the way for the GDPR will be worked out in the coming months. In any case, it is clear that the anonymization, retrieval, linking and decoupling of data can be done most efficiently by AI in 2018.