The marketing industry has undergone major changes and transformations in recent years, which are often the result of dynamic technological development in the digital age, reflecting on many new platforms and channels for communication, data collection and application of new technologies and tools for more successful connection with consumers and other stakeholders in ecosystems important for each company. Here are seven digital marketing trends who will be most used.
The digital marketer is the first to face changes in consumer behavior and is the first to find new solutions for more successful interaction. Media publishers are simultaneously facing the challenge of attracting readers’ attention, maintaining its relevance, and offering ethical “commercial services” to realtors and advertisers.
This is a time of great change, and those who first anticipate, as always, will be the first.
1. Acquisitions of online media and market linkage.
It will announce the end of 2017 and in 2018 the trend of grouping different types of web media into groups will continue to enable publishers to create integrated platforms that will provide significantly greater reach to the audience, more data on the fanclub and more favorable options for targeted publication.
Faced with this challenge imposed in the year that passed from 2-3 media groups that were created on the market – and other relevant media will have to expand their portfolio with more specialized sites (or sub-sites) that will bring a new kind of loyal audience and will give them new opportunities for enriching their commercial offer.
Media and creative agencies will stimulate this acceleration in the market because they will also want to create partnerships that will give them more data and more targeting options in one place.
2. Increase advertisement through the platforms of major social networks.
According to our members media agencies, in 2017, the peak (so far) reached the budgets allocated for advertising on social networks. In some agencies, almost 35% -40% of online budgets have set aside for advertising on Facebook and Google platforms. We predict that this trend will continue in 2018 to an even greater extent stimulated by the increased acceptance of Instant Articles by the media and the strengthening of the position primarily on Facebook as the main “aggregator” of news and information.
There is a great opportunity for Facebook to include Macedonia in experimental countries along with Serbia, where all media items from the mobile data will be uploaded to an explorer feed, and this will lead to reduced attendance on websites that visitors mainly come from Facebook, and that would have to increase direct access to websites. If that does not happen, direct website visits will be reduced to a reading account via social networks – and this will be followed by the budgets that will be allocated by the agencies for their current campaigns.
3. The content will dominate and “Commercial Texts” will be sold much more expensive.
In the new 2018 we expect an explosion of content campaigns. If this was a “trend for 2016” in the Western countries, with us the real revolution and transformation will happen right this year when advertisers and communication agencies will begin to allocate far larger budgets for ads and content marketing. Accordingly, the link between the advertiser-agency-media will deepen and intensify in order to maximize the potential of the online media and coordinate the design of integrated content campaigns. This rise in commercial content will also lead to a dramatic increase in the price for the publication of “commercial texts” on web portals.
4. The media will employ PR specialists
Both PR and digital marketing specialists. If in the west we are witnessing that media groups have for years already had departments with a solid number of employees who are committed to the “content marketing” sector, this is not the case in us. But here, as a continuation of the aforementioned Trend # 3, we expect that the Macedonian web media will also begin to expand their teams with digital marketing and communications specialists who will be responsible for issuing the most effective advertising proposals for the direct and indirect (through agencies) and will create new advertising products.
5. “Live Video”
More and more communication and content strategists use videos as a way to brand marketing and interact with fans. This will contribute to increased use of tools such as FB Live video, FB & Instagram stories and so on. in the direction of enriching the marketing communication of companies. At the same time, the media will use these channels to distribute content that will try to build new database of followers.
6. Direct communication and sales through social networks.
In 2018, companies will strive to make direct communications with persistent and potential customers through social networks. To answer their questions in comments, to offer them a product that suits them. The development of Facebook’s “Shop section” and Google’s “Shopping” plagiarism are expected to reach their zenith this year, and it will also mean the opportunity for hundreds of Macedonian companies to have their own “online stores” for which they have had a great deal of effort on a separate platform and payment systems.
7. GDPR, ethical advertising and customization of advertising formats
Faced with the pressure from the big technology players (primarily Google through the browser Chrome), 2018 in Macedonia will bring an increased (primarily) debate on the idea of ethical advertising. If the Macedonian state decides to consistently follow the European regulations regarding the GDRP and the process of data collection and processing, then it is possible at the end of 2018 to find ourselves in a situation where all digital marketers must have an extremely perfect knowledge of utilization the allowed data inputs and the modeling of the B2B marketing strategy that will be in line with the regulations.
In order to avoid this “trend” only in the “debate”, we will also point out that if Google Chrome’s announcements for spotting ads that appear on the whole screen are effective, we can easily notice that web sites that exist from advertisements from external hell platforms that place false (and very ugly) ads that often appear as pop-up or in-between will have to look for new ways of financing since January 1st.