Digital Marketing Minute Week of December 18

Trends and articles on digital marketing. Posted on Tuesday, December 19 in Making Your Marketing Work.

 “What’s Hot and What’s Not” for Digital Marketing in 2018.

2017 is winding down and 2018 is just weeks away.  Did you spend your 2017 marketing dollars wisely?  Could you spend them more wisely in the year to come? 

Regardless of the answer to the first question, the answer to the second question should always be a resounding “YES!”

This week’s Digital Marketing Minute will identify two top digital marketing trends for 2018 and call out one trend that is should be expiring.  In other words, “What’s Hot and What’s Not” for Digital Marketing in 2018.

 

WHAT’S HOT

EMOTIONAL ENGAGEMENT

Emotional Engagement with Consumers Could Boost Retail Sales 5%

From Netimperative

It should come as no surprise that as consumers become engaged via social media, advertisers face a greater challenge to “connect” with them.  Where a rational connection used to be enough, more and more consumers are looking for an emotional connection. 

The new Capgemini’s Digital Transformation Institute’s report indicates that some of the benefits from making an emotional connection include increased loyalty and increased sales. 

Two of the best channels for emotional engagement- sometimes referred to as advertising without advertising- are social media <B2B SOCIAL MEDIA SITE LINK> and branded content <B2B BRANDED CONTENT SITE LINK>. 

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VIDEO ADVERTISING

6 Digital Marketing Trends to Watch Out For in 2018

By Anthony Quigly | Digital Marketing Institute

Video advertising is not new, but it is hot and getting hotter.

Once upon a time, video advertising was limited to national brands and three networks.  Fast-forward to today where audience-targeted, pre-roll video is available for a surprisingly affordable price.  Even more surprising is that “Gen X and Baby Boomers are YouTube’s fastest growing demographics” (MediaKix, 2017). 

When correctly used, pre-roll video has the potential to help brands “stand out and build meaningful consumer or professional relationships” with their target audience.

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WHAT’S NOT HOT

 

BLOG-ONLY CONTENT

2018 Marketing Trends to Consider, Retire and Watch

By Susan Marshall | Torchlite Marketing

As mentioned above, consumers want to be engaged when using social media.  While a well-written blog may tug a heartstring, it is awash in a sea of competition and less likely to make that connection than ever before. 

Don’t fret.  There is a way to help advertisers make their social blogging stand out:  video. 

As previously stated, digital video is now within the reach of smaller advertisers with local and regional budgets.  What’s better is that the content wheel does not need to be reinvented.  Per Susan Marshall on Torchlite, advertisers can and should leverage existing content and bring it into the video realm. 

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