When you look back at the many 'what digital marketing trends to expect in 2017' think pieces from late 2016, many gave predictions of video advertising to be on the rise, voice searches to flatten out, native advertising to take over from traditional ads and the use of mobile/android advertising platforms to increase.
Fast forward a year later, as we moved into 2018, and those think pieces were making the same predictions... Mobile. Video. Native.
Fast forward even further, to today in July 2018, and here comes the predictions for 2019...
You guessed it! Once again, the forecast is for mobile, video and native to dominate the market.
However, there are reasons that these areas continue to be key areas of discussion.
In this article, Kerri Hale talks about how audiences are becoming more and more resistant to adverts and the increase of ad blockers is causing a loss of revenue to UK publishers of £630,000 a year.
It's for that reason native advertising is still high up in the 'digital marketing trends' lists, as it provides publishers with a way to blend in with relevant content, rather than being overly disruptive. Or as Kerri puts it...
Native ads provide a much-needed break from in-your-face techniques like banner ads. However, as brands work desperately to become less annoying, they’ve successfully blurred the lines between native and traditional ads.
Creativity in marketing, and especially B2B marketing, is something that we're going to see more of as marketers have to overcome barriers and regulations such as the recently launched GDPR and with PECR soon to be updated in late 2019/2020,
Voice search on the rise?
One prediction that has not panned out is that voice search would die a death.
Quite the opposite, as instead of coming to a halt, 40% of adults are now using voice search at least once a day. Comscore estimates that 50% of all searches will be voice based by 2020. With LinkedIN recently announcing a 'voice message' function as TechCrunch write about (somewhat sarcastically), will it become the main way to search in the next couple of years? And how will that affect your search marketing plans?
Done well, video marketing produces amazing results. According to HubSpot, simply adding a video to an email boosts click-through rate by a staggering 200–300 percent, and putting one on a landing page increases conversion rate by 80 percent.