We have gathered our top 10 trends in marketing in 2018 and are sharing this across a 2-part series
This is part 2 and final piece - read about our thoughts on Twitter, Instagram and the rise and rise of online shopping.
6. Twitter dies a quiet death.
Twitter has been unable to grow users in 2017. Despite increasing their word limit from 140 to 280 (why a cap at all, so restrictive!) there have been limited improvements to their ad platform. As a result, marketers are already using other social media platforms to connect with prospects. This trend will continue in 2018 as Twitter continues to struggle.
7. LinkedIn improving, but still clunky.
While Twitter struggles, LinkedIn has made a number of improvements to their platform. A site-wide revamp refreshed the LinkedIn user interface in 2017. The platform has also promoted their ad platform, which we’ve used. But our experience is you pay top dollar for access to, what for some is, a premium audience.
What we still find clunky is the lack of editing functionality on posts and the plain silly notifications about birthdays and work anniversaries (seriously?) We are also yet to effectively manage our Company profile vs our Personal profile – an issue we see across the industry.
8. We love Instagram more than Facebook.
Instagram is growing at an incredible rate. In 2017, Instagram announced that approximately 800 million people use the platform each month. Their latest tool, Instagram Stories, became more popular than Snapchat just one year after going live.
We love Instagram more than Facebook because we tend to see better engagement on Instagram than any other social media platform. We are also inherently visual people, and so Instagram is the platform for people who like beautiful things.
That said, no platform drives traffic and conversions like Facebook – so its hard to bypass this platform leader.
9. Leading brands invest in live events.
In a world of saturation, brands are increasingly using live events to market themselves.
There is a reason that some of the world's most successful organisations, including Hubspot, Airbnb and Google, host an annual event designed to bring existing customers, prospective customers and the press together under one roof.
People are not looking for more connections, but deeper connections with their brands. No better way of doing this than by gathering your tribe and setting them free to spread the good word.
10. The rise and rise of online shopping
Are you a brick and mortar business in 2018? Do you not have a web presence or online shopping capabilities? You're not alone (although you are getting there).
Research is showing a majority of shoppers now make their purchases online. Data is also revealing that an omni-channel presence to combat the likes of Amazon is the way to go. (Omni-channel is the ability to deliver a consistent and seamless experience across channels).
PS: Amazon is a serious contender as a media platform to Google and Facebook. As more purchases move online and to Amazon, they have a captive audience they can advertise to.
Contact us to discuss your e-commerce needs in 2018!
About Long & Co
Long & Co is a marketing company based in Newcastle with clients locally and in Sydney. We have one purpose and that is to help our clients go to the next level by unlocking their marketing potential. We do this by partnering with our clients, starting with strategy and then skilfully implementing.
Our expertise in strategy, creative, production and media delivers work that drives actual business results. We market for today, we love emerging technology and we grow because our clients do.
Did you miss Part 1 of this 2018 Market insights series?
Fret not, you can read why AI and big data is finally relevant to small-to-medium businesses right here.