Digital marketing is always evolving. New tools, strategies, and trends are always introduced every year. There’s a tonne of new stuff in store for the new year that businesses should get on.

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If you’re curious to know what digital marketing trends you can expect in 2018, here are some of them:

Customer-focused content marketing

Customer-centric and personalised content have been bywords in content marketing this year and this is a trend that will continue in 2018.

Next year, you can expect more dynamically rich content than traditional static ones that will offer a personalised experience for every customer. To stay on top of this trend, it is crucial to have a dynamic website and a smart marketing automation plan with the important goal of delivering top content. The overall experience should be one that is unique yet satisfactory for each website visitor or customer.

Video content will continue to be popular

Videos are still the most effective type of content that boosts audience engagement and lead generation. Insivia reports that ⅓ of online activity is spent watching video. That’s a lot of video! This type of content is also much more preferred over text and image posts on Facebook – one of the most powerful digital marketing platforms today.

The popularity and effectiveness of videos on Facebook, Twitter, YouTube, Snapchat, and other social media sites will continue to persist next year. There will also be a boom in live streaming, so be prepared to share more feeds as they happen in real time in 2018.

Increase in micro-moments

Micro-moment is a term coined by Google which refers to instances (moments) when people need additional information before making a choice or decision. Google has reported that 96% of these micro-moments involve instant use of a device to find information about their inquiry.


To leverage micro-moments in your digital strategy, you need to anticipate and address the specific needs of the customer by providing correct information quickly and easily. Giving customers immediate access to the right information via their mobile device will help build customer trust and develop long-lasting relationships.

More AI-enhanced and influenced content

New AI tools can generate customised reports or messages based on available data and analytical information. Artificial intelligence also makes it easier and quicker to send personal curated emails to every single customer.

Chatbots on Facebook have been a growing source of AI efforts by businesses in the past year (learn more about chatbots in our recent blog post here). A report by Grand View Research also notes that the chatbot market is only growing, with the market expecting to reach $1.23 billion by 2025.

AI-assisted emails will be even more interesting for every customer since email is still one of the leading channels used to reach out to customers today, where bots can be made to read customer patterns, topics of interest, and create personalised content for individual customers based on these findings.

Continued rise of mobile or smartphone use


More and more people are using their smartphone and mobile gadget to get information, and search for and buy products. This means your website needs to be optimised for these devices. As such, it is important to have a mobile app or a mobile-optimised website so that you can boost the reach of your brand.

Better results from influencer marketing

Lastly, the posts and recommendations of renowned personalities and influencers have been found to be more effective than paid ads and other forms of digital media. This is a trend that will continue next year. This is a digital marketing strategy that promises great ROIs for nearly all kinds of industries.


Marketing efforts shouldn’t be a one-size-fits-all. Tailor your influencer content based on where your customers lay in their customer journey.

Preparing for the Year Ahead

Leveraging all these trends is a sure-fire way to get the most from your digital marketing strategy and stay ahead of the competition. But if you can’t use or follow these trends, the next best strategy is to know which platforms and technologies present more opportunities for your business and your target audience.

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