It’s that time of year again when we start to finish up 2017 and turn our attention to the coming year. The rate of change in digital marketing in 2018 will increase yet again, so to help get you ahead of the curve, here are five digital marketing trends to start thinking about.

Personalised experiences:

The journey towards personalization has been the stuff of dreams for most marketers: who wants to pay to talk to 100 people when there is only 1 person who you want to engage? But the trend has not been growing in just dreams. People’s exposure to advertising has been massive and this has had two impacts: people will only engage with different/sophisticated advertising and people are sick of advertising!
Personalisation could be a simple customised landing page (e.g. sending traffic from a Twitter campaign to a different page to traffic from a Facebook campaign) or it could be a fully personalized website experience, but if this is all new to you, 2018 should be the year you start to investigate.

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The numbers on social media marketing are impressive. More than half of small businesses in the United States are planning to increase their social media marketing budgets in 2017, and the number of businesses using social media marketing has increased, year over year, for more than a decade.

Still, social media marketing remains underrated. Business owners and marketers frequently treat it as a second thought—something for an intern to handle, rather than a strategically deep mode of building your reputation and attracting new traffic. Some have even abandoned the idea altogether, refusing to spend any time or money on a strategy that nets a positive ROI for up to 92 percent of businesses that use it.

So what’s the deal? Why isn’t everyone on board with the strategy?

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After Prince William and Kate Middleton got married in April of 2011, no one could stop talking about Kate’s wedding dress.

Within hours after the wedding, vendors began making near-identical copies or similar styles of the Stella McCartney- designed dress. Even vendors such as David’s Bridal now have a “Royal” category so you can dress “just like Kate.”

When something is buzz-worthy, it creates high demand. In situations like this, you can align offers with “what’s hot.” Companies will often leverage newsjacking for this type of technique and it works very well for offers, too. As an example, earlier this year people couldn’t stop talking about Pinterest.

How to leverage newsjacking to amplify your marketing

Create new streams in your social media management tools to help you find out what is trending and get on top of it to help amplify your own marketing. The earlier you can get on the bandwagon before it “goes viral” the faster you can rank in searches and the more people you will find attracted to your information.
HubSpot capitalized on this craze by creating the first Pinterest ebook for business owners and marketers, How To Use Pinterest for Business. It quickly became one of HubSpot’s most successful ebooks with more than 125,000 downloads to date. Because it was the first and only ebook available on Pinterest (and we made sure people knew that), and learning how to use Pinterest for marketing was in high demand, it made the offer more unique and thus more irresistible — that’s the power of leveraging both timing and popularity!

By leveraging newsjacking, you can also utilize the bandwagon effect through blogs, webinars, conferences and more to help traffic more qualified leads into the funnel.