Friday, January 12, 2018

Digital Marketing Trends 2018

Do you ever feel like you are constantly running on the marketing hamster wheel, trying to keep up with the ever evolving field and its trends? Don’t fret, our experts at Tailbase are here to help start your year ahead of the emerging trends.

Voice Search

Conducting an online search has taken on a new direction, as consumers are increasingly opting for using their voices over their fingertips to get answers. As the search world shifts for consumers, marketers need to adapt to the growing popularity of voice search.

If you’ve ever spoken to one of these devices be it Amazon’s Alexa, Google Home, a smart watch or your smartphone to conduct a search, you’re not going to just mutter, “furniture sale”, you’ll formulate what you’re looking for into a proper question, “Siri/Ok Google/Hi Alexa, where is the best  furniture sale near me”, for example. Conducting a voice search is a more personalised experience and is similar to having an actual conversation as you would with a friend, the complete opposite of how you would conduct a text search.

Although still at its beginning stages, marketers have already seen new search terms emerging in their campaigns, a different species of keywords that resembles a succinct question and human conversation more than the few short words or phrases we’ve become accustomed to.

That being said, the way marketers create their text search campaigns cannot be applied to a voice search world, therefore, to stay ahead of the pack, we must adopt a new strategy to reaching the market. As people begin to search in full sentences, we need to find out the exact search terms people are using that will lead the consumers to our business and provide the proper answers to their search queries instead of broad matches.

Wearable Tech

No longer are the days where wearable technology was just an item for the fit or techy, smart watches have grown to accommodate all types of users, with various brands boasting their new smart accessories. From Fitbit to Apple & Android Wear, even fashion brands like Michael Kors have developed their new line of fashionable meets tech savvy watches. Although these brands may vary tremendously in styles and features, they all share the same focus: integrating all your needs into one wearable device.

As wearable technology becomes increasingly popular, marketers are still at the earlier stages of trial and error to find the perfect recipe for advertising on these devices. Especially since the most impactful campaigns will be centered around geo-targeting, ensuring the ads are delivered at the right place, right time, and right location.

The key to these devices will be discovering the consumer’s day-to-day habits that will create numerous possibilities for marketers to deliver real-time targeted ads at opportune moments.

Although there is presently a lack of consumer data at this early stage and the need for creating hyper targeted ads on the restricted wearable screen sizes may seem like an uphill battle to some, this does not mean that we should put advertising for wearable devices on the back burner. This is the time for experimental advertising in efforts to yield insight and results from these devices, as marketing experts predict that the need for wearable devices will outshine smartphones by 2020 ( The shift will make consumers expectations for timely information and search results that much higher.

Email Segmentation

Email isn’t going anywhere and trying to get consumers to open and engage in one has proven to be increasingly difficult in the highly competitive internet age. So, before sending out that email blast, be mindful and ensure you have incorporated these tips into your emails before you get filtered to the junk folder.

-       Tailor your email design to be mobile friendly, an email is not a one size fits all, and since “54% of emails are opened on mobile devices,” make sure your email blasts aren’t going to waste. Source: Huffington Post 

-    Remember you have a versatile list of consumers that are at different stages of their sales funnel with you. Instead of having one generic list, create multiple lists that cater to your clients depending on location, demographics, and past activity (to name a few) that have the best possibility of user engagement.

-       Interact with your clients, don’t just send them your run of the mill read-only email, but give them the opportunity to interact back with you. Be it with images, polls, buttons or surveys, the customer will be more intrigued to take action. While the information they provide can give you insights into their behaviour and in the future you can send more personalized content.

-       Don’t forget to be diverse with your content, choose the most fitting format, be it interactive or plain text, that best gets the point of your email across.

-   Bridge the gap and use email and social media simultaneously to have your customers occupying multiple pages of your business. Think of embedding relevant social media content and integrating social media buttons within your emails.

-     The up and coming tip involves the increasing popularity of AI (artificial intelligence) tools and apps that can give you a helping hand in strengthening your emails depending on what you’re looking for.

Instant Chatbots

We are in the generation of, we want answers and we want it now. Enter, instant response (chatbots), the extended helping hand to the customer service team.

There is an increasing demand for real time answers and support, and to ensure a user friendly experience and to keep your customers happy, this is a necessary step in the service department.

The extra support along their purchase journey or quest for information can make a customer more trusting of your company in building that personalised connection. In turn making them more comfortable about what and where they’re purchasing from.

It’s important to differentiate your business and add the extra customer value to every consumer’s experience with you, in hopes of building a loyal, returning customer base. Especially when the online competition is so high.

In today’s world, the customers are in the driver’s seat, which is why we need to work with them to listen and adhere to their needs.Chatbots are beneficial to both the business and the customer in improving customer service by filtering through past chats to see what’s working for the company as well as how they can better themselves.