The festive & fall season is over but not in our spirits. After the beautiful transformation of festive dealing to serious business thinking, the first thing that strikes us is how to plan a new marketing budget for 2018.
Though the planning starts at the year-end itself, but if you’re amongst those festive lovers who make the most of it time, here’s a list of trends and considerations that you can keep a note of while planning your marketing budget for 2018 and if you’ve already done the smart work, here’s a sneak peek to some modifications in case you missed any of these important points.
Before planning future it always a preferred act to review last few year’s performance and plan a budget and strategy that allows the business to look ahead and judge the major trends that are affecting the related industry and reach & achieve new opportunities.
So without stretching the planning process any further, here is a quick rundown of 6 marketing trends that all marketing influencers should keep a note of while planning their marketing budget for 2018.
6 Marketing Trends To Help Make Marketing Budget For 2018
- 1 6 Marketing Trends To Help Make Marketing Budget For 2018
- 1.1 1. Need for Content Marketing Distribution is Supreme
- 1.2 2. PR is merging into Content Marketing – For Good
- 1.3 3. There’s a Rising Demand for Authenticity in Marketing
- 1.4 4. Chatbots are Emerging to Help Brands in all Industries
- 1.5 5. Voice Search is on the Rise
- 1.6 6. Video Content is Here to Stay
- 2 Final Words
1. Need for Content Marketing Distribution is Supreme
Lately, almost every brand and marketer influencer is relying on Content Marketing as their major player in their marketing strategy and develop original content (that is a must), which makes it easier for a business to cut through the competitive crowd and grab the attention of your target audience.
The solution here is not to create content instantly. The solution can be to have a progressive approach towards content distribution which gets you a competitive edge over others in the related industry. Here distribution goes beyond social media’s reach which is dropping lately. This makes building an effective content distribution strategy more crucial than ever, to deliver the right message to the right people at the right time.
2. PR is merging into Content Marketing – For Good
In the past, PR & Content Marketing has been separate departments with different budgets based on separate goals both were required to achieve. In recent studies, the influencers and scholars have found out that the business goals are somewhere between the two and thus they are making both these departments to club together and achieve the final objective i.e. business success.
The past trends have forced PR to evolve drastically in the present time. PR has started moving away from the brand-focused, self-serving methods of the past to embrace new tactics that build mutually beneficial relationships with media partners and shared audiences. The modern technique helps you reach out to the target audience faster and add a better focus on providing actual value to the readers and not just only to the brand alone.
When these messages are clubbed with engaging content developed by the company, you can easily achieve the goals for both PR & Content Marketing effectively. Thus, the two can and must work in collaboration with each other to achieve business goals effectively in 2018.
3. There’s a Rising Demand for Authenticity in Marketing
The need for human connection has never been more important, which means it’s crucial for marketers to enhance their personalization. This is one of the most effective ways to scale your connection to your audience.
And think outside the box here, too. Sure, personalized content is a good way to connect at scale, but if you can meet members of your audience in person at industry events and conferences, that’s another powerful way to connect.
So, whether you’re on stage as a conference speaker or in the crowd networking, focusing on face-to-face interactions and events can help you build stronger personal relationships, which you can then maintain with personalized content.
4. Chatbots are Emerging to Help Brands in all Industries
The great news about chatbots is they’re not directing users away from the social platforms they’re already on, such as Facebook Messenger. This enables marketers to meet their audience where they are already consuming content. In fact, brands in different spaces, from National Geographic to Whole Foods, are already implementing this.
Plus, the barrier to entry here is low, so consider testing a chatbot on your own team. There are some free tools out there to help you get started, and you can obviously put some spend behind other tools for different experiences. This simple investment can help you quickly engage your audience and nurture a more personalized relationship that keeps them coming back.
5. Voice Search is on the Rise
Hey, Siri: Is it true that typing a search query is becoming a thing of the past? As a matter of fact, more consumers are going off-screen and relying on voice-activated personal assistants to search for information, with some analysts estimating that as much as 50 percent of all searches will be conducted through voice by 2020. Your marketing messages need to be crafted with voice search in mind, which means targeting long-tail keywords and featured snippets.
6. Video Content is Here to Stay
If you’ve heard it once, you’ve heard it a hundred times: Video isn’t going anywhere. Fifty-five percent of people consume video content thoroughly, and by 2020, online videos will account for more than 80 percent of all consumer internet traffic.
Bringing video content into your marketing strategy might seem like a big undertaking, but you can (and probably should) start small. It doesn’t have to be the sole focus of your budget or even the biggest portion of it to be valuable.
As the menu of marketing tactics becomes longer and more diverse, marketers are challenged to consider their budget and strategy from every angle. With these trends in mind, there’s no doubt 2018 will be one of the most interesting years of marketing yet. So how have you planned your budget for 2018 or what new developments have affected your budget for 2018?
Let us know your thoughts on the trends that are on your radar in the comments and also add any other top trend that must be in this list or is a must consideration for a successful marketing budget for 2018.