Shifts in Digital Marketing for 2018

2018 is here! Alongside the typical New Year’s resolutions that many of us will soon forget (Not you, we know you are super dedicated 😉 ), the New Year signifies reflection, change and an improved trajectory for our lives. It brings pivots in habits, lifestyles and naturally, the way we seek to achieve our goals, business and otherwise.

At Digita, (though it’s a bit past Christmas, our D-Elves have kept up with the latest trends), we are exploring the improvements and disruptions that 2018 has instore for our industry and we want to share a few with you today. Every year, new tools, platforms and strategies emerge which ‘change the game’ deepening the impact of digital media and the connected world. Here are 5 shifts that 2018 will bring to Digital Marketing and you!

Influentially “Socializing

‘Influencer Marketing’ will become even more relevant in 2018. Social media has turned us all into broadcasters, fulfilling the long echoed words of Bill Gates, “content is king”.

Bill gates, Co-Founder and Technology Advisor of Microsoft

It has facilitated the breaking of barriers and given the common man a voice on par with juggernaut brands. Influencer marketing is the natural progression of this, creating ‘social stars’ who have commoditized their appeal to lucrative financial gains.

From lifestyle, beauty, motivation, to comedy, influencers have built larger than life persona’s and fan bases, all while maintaining a “they’re within my reach” narrative that has created more meaningful interactions and conversions. One masterful influencer is investor, entrepreneur and social media icon is Gary Vaynerchuk. If you don’t follow Gary, you should. He has been able to successfully, sell himself, his company and merchandise using social media. While you can’t pay Gary to promote your products directly on Instagram, he has lessons that will catapult your brand. He wrote the social media bible and is a favourite of our CEO.


Gary Vaynerchuk, Entrepreneur

And guess what? It works! While opinions vary on the intent and authenticity of Influencer marketing, this tactic has proven to be cost-effective for many brands. A survey conducted revealed that 30% of consumers are more likely to buy a product recommended by a non-celebrity blogger.

True influence now lies within organic socialization. Consumers relate more to representations of themselves and with each day they’re turning to these influencers for spending advice. Based on these trends we expect to see more influencers popping up, creating more opportunities for smaller brands to take advantage of influencer marketing.

Additionally Social Media platforms are continuously changing to shorten your sales funnel. Gone are the days when you had to exit Instagram to search for the cool pair of shoes you saw someone promote on their profile. With the swipe of a finger in Instagram stories you now land directly on the purchasing page .

In late 2017, we saw the soft launch of Instagram’s shoppable posts, providing a medium through, which businesses can directly sell from their profile pages. Facebook continues to reign supreme as the most influential social platform with 19% of consumer purchase decisions influenced by Facebook posts. Other platforms like Instagram continue to adjust to accommodate social selling.

Are You Getting The ‘Message’? If Not, There’s An App For That

There has been a significant growth of messaging apps over the years, creating new ways in which people can interact with each other. If you’re reading this then you most likely have a messaging app installed on your phone whether its Whatsapp, Instagram, Facebook Messenger or Snapchat.

While Snapchat isn’t regarded as the most common or effective medium for messaging, most users have made WhatsApp their SMS substitute and use it daily. This is a prime opportunity for companies who would like to reach their targets directly. Uber recently partnered with Facebook to incorporate within its App the ability to allow users to use Messenger which enables its millions of users to sign up for Uber with one tap and request a ride, all without having to leave Messenger or download the Uber app.

With 67% of mobile app users indicating that they expect to chat more with businesses within the next two years, this is a ripe opportunity for more businesses to directly appeal to consumers.

Visual Content Continues to Reign Supreme in 2018

Remember Bill Gates’ wise words earlier? Well… video content will be next in line to rule the marketing industry.  Estimates show that by 2020, 80% of online content will move, animate and wiggle. Content marketing will remain as a key staple of any prosperous digital marketing strategy, there is, however, a shift in the types of content that will work well with the new-age audiences.

Visualization can be the deciding factor in how successful your campaign will be, adding video provides a human element that even the best infographic or amazing text won’t. Couple that with the untouched potential of developing digital media technologies like virtual and augmented reality and you’ll see a colossal change in the way consumers and brands interact.

Augmented, Mixed and Virtual Reality: The Next Big Things!

One trend that is on the fast track to being one of the most popular digital marketing tools around is augmented reality devices. Already users within the retail, real-estate and social sectors are being converted, allowing them to animate and share content in this ingenious and interactive way.

Augmented Reality on mobile devices provides an engaging platform for marketers to reach their target audience, it’s easy and very interactive. Furniture company IKEA integrated AR and created an app which allows its consumers to see how their desired armchair from the company’s wide selection would look in their living room.

Shoppable Augmented Reality App

UK Retailer John Lewis takes a similar approach to IKEA and uses AR for their 360 shoppable video Facebook ads. This approach for both companies aims to offer an interactive shopping experience showcasing real products in real-life settings, stepping away from the traditional way of shopping.

However, the future of Virtual Reality as a marketing tool remains unclear as it requires a head-mounted display, therefore making it an expensive digital strategy and difficult to influence potential customers without the hardware.

There is, however, a silver lining, we speculate that the technology to make VR and AR is still developing, and will eventually make it through its growing pains.  While the forecast for AR and VR revenue rises and shows great potential for real estate, retail, and the gaming industry, the question remains, “Will the AR and VR tools be able to transition into other industries such as B2B and finance?”.

Magic Leap Virtual Reality

Marketing is fluid and always pushing the limits, engaging in new mediums and platforms. As we come to the end of 2017, we here at Digita Global are very excited to see the outcome of the upcoming year and will be keeping you, our readers up to date with all the latest trends.

Feel free to call us influencers to stroke our social ego. Wishing you all the best for 2018! Let’s win together. If you need help with your online marketing Digita is here to help, check out our work and feel free to get in touch! 😉