3. LinkedIn
sees New
Life
Among
B2B
Marketers
LinkedIn sees
New Life Among
B2B Marketers
LinkedIn has
made a number
of great
improvements to
their platform
A site-wide
revamp refreshed
the LinkedIn user
interface in 2017
The platform also
saw good
improvements to
the LinkedIn ad
platform
Thanks to these
and other
changes, B2B
marketers will
utilize LinkedIn
more in the
coming year
Compiled by Author from: entrepreneur.com
4. Machine
Learning
Changes
how
Marketers
Manage
Ads
Machine Learning Changes
how Marketers Manage Ads
New platforms
like Acquisio andTrapica promise
to optimize ad spend through
advanced machine-learning
algorithms
Marketers simply need to set
basic campaign parameters, and
the platforms then does the work
of identifying ideal audiences and
effective creatives
Compiled by Author from: entrepreneur.com
6. Personalization
Goes
to the
Next Level
Personalization Goes
to the Next Level
A key tenet of account-
based marketing is
providing content
tailored to specific
accounts or account
types
As ABM principles go
mainstream, look for
content
personalization to
proliferate
Platforms provided by
Adobe and Optimizely
make it possible for
marketers to
recommend specific
pieces of content
similar to the way
Netflix suggests shows
Compiled by Author from: entrepreneur.com
7. Privacy
Protection
becomes a
Major
Selling
Point
Privacy Protection becomes
a Major Selling Point
There have been a number of
high-profile data breaches in 2017.
Moving forward, consumers will begin to
favor products that protect their privacy
If consumers don't prioritize privacy, some government
associations will, and many are already doing so
A new law passed by the European Union called GDPR will have a
major impact on what businesses must do to protect user data
Because of a union of factors, marketers will begin using privacy
protection and data security as a value proposition across industries
Compiled by Author from: entrepreneur.com
8. Quant
Marketing
goes
Mainstream Quant
Marketing
goes
Mainstream
The rise of
quantitative-based
marketing is upon
us
Organizations like
Unilever and Kraft,
are building data-
science teams to
work hand-in-hand
with marketers Quantitative-based
marketing will
continue to surge as
organizations that
focus on the data
find it easier to grow
Compiled by Author from: entrepreneur.com
9. Twitter
Dies a
Quiet
Death
Twitter Dies a Quiet Death
Twitter has been unable to grow users in 2017
The platform has focused on user acquisition rather
than on making improvements to their ad platform
As a result, marketers are already using other social
media platforms to connect with prospects
This trend will continue in 2018 asTwitter continues
to struggle
Compiled by Author from: entrepreneur.com
10. Virtual
Reality is
Called into
Question
Virtual Reality is Called
into Question
A few years ago, virtual reality was
predicted to be the next big thing in
content
WhileVR is popular in the videogame
community, it has not gone mainstream
This is probably for the best, as it can be
difficult for brands to produce content
with a controlled point of view
Instead of virtual reality, augmented
reality is slated to make waves next year
Compiled by Author from: entrepreneur.com
12. Content
Remains
King
Content Remains King
Great content
fuels links from
other sources
to your site
and
encourages
more people to
share your
brand message
If you really
want a strong
SEO strategy,
then keep
producing
content
Content allows
you to become
a resource for
your
customers and
your brand
Google is
becoming
more obsessed
with user
intent and user
experience
It’s best to
develop high
quality and
engaging
content that
not only drives
people to your
site, but will
establish you
as a credible
source in
search engines
Compiled by Author from: abcideabased.com
13. Incorporate
MoreVideo
into your
Digital
Strategy
Incorporate MoreVideo into your
Digital Strategy
The days of just typical animated gifs are old
instead add videos into display ads
Video, both live-streaming and recorded is a key
driver of growing user engagement
Creating short (60 seconds or less) videos to use in
display ads, especially through mobile and social
media, is well worth the investment
Compiled by Author from: abcideabased.com
14. Seek
out
Influencers
Seek out Influencers
The term “influencers” isn’t synonymous with big celebrities
Up and comingYouTubers, bloggers, those millennials with
thousands of Instagram followers can all give your brand a lift
People are more likely to respond to non-celebrities, those that they
feel they can connect with more
These online celebrities, or micro-influencers, can be approached
from a PR standpoint or via social media to help plug your product or
service
Compiled by Author from: abcideabased.com
15. Understand
your
Analytics
Understand your Analytics
Look at the bounce rate and adjust the content
strategy
Marketers can also is how the content is being
delivered based on the results each month
Analytics can show you where visitors are coming
from and marketers can adjust the media
placement
Take the time in 2018 to really use GoogleAnalytics
or whatever form of measurement and reporting
software you have to truly use it as a marketing tool
Compiled by Author from: abcideabased.com
16. Use
Instagram
Use Instagram
If your brand is
not yet on
Instagram, then
maybe 2018 is the
year to start
The number of
people using
Instagram stories
is on the rise and,
it’s becoming a
platform to share
short videos as
well as photos
that give brands a
face and
approachable
personality
As a young
feature of the
service, there is
plenty of
opportunity for
brands to
creatively pioneer
the story platform
that, gives your
voice and
message an
authentic,
narrative style
We already know
Instagram is a
powerful platform
and it has
seemingly infinite
room to grow
Compiled by Author from: abcideabased.com
17. Work
Cited
“10 MarketingTrends to act on in 2018.” Smart Insights, 31 Oct.
2017, www.smartinsights.com/digital-marketing-strategy/10-
marketing-trends/.
“54 Content Marketing Stats to GuideYour 2018
Strategy.” SnapApp, 4 Dec. 2017, www.snapapp.com/blog/54-
content-marketing-stats-guide-your-2018-strategy.
Leszczynski, Jamie. November 2, 2017. “5Tips forYour 2018
Marketing Plan.” ABC, 13 Nov. 2017,
www.abcideabased.com/blog/5-tips-2018-marketing-plan/.
Patel, Deep. “18 MarketingTrends toWatch in
2018.” Entrepreneur, 22 Nov. 2017,
www.entrepreneur.com/article/305047.
