Read Our Blog

Ten Marketing Trends for 2018

Predictions for 2018 - being able to anticipate trends can help you adjust your strategy and get ahead!

 1. Brand Blogs

Blogging is a time-tested, integral part of any online marketing strategy for a business of any size. It is still as relevant for 2018 as more and more customers demand authentic and engaging content. Blogging about interesting company updates and relevant business trends allows your customers to develop a deeper connection and trust within your brand while driving traffic to your website and boosting SEO. It is a win-win situation.

2. Geofencing

Geofencing technology will be an interesting and appealing area that marketers will develop more in 2018. When opted-in, people cross a virtual boundary that is created, and trigger an array of marketing tools. For example, email notifications, banner ads, and promotional messaging can be sent directly to their phones. It provides a completely customisable opportunity for businesses to drive foot-traffic and creates a host of opportunities for engaging your customers.

3. Explainer Videos

It is no secret that consumers’ attention spans are declining. In fact, according to scientists the average human attention span is now eight seconds, one second less than a goldfish. One way to combat this is to create short, easy to digest videos, 60-90 seconds in length, to explain your business or product. On websites where an explainer video is present, visitors are 4x more likely to watch the video than read content. This is an ingenious way to deliver a rather complicated message in a format that will keep your customers engaged.

4. Quality vs. Quantity

Content will continue to be the cornerstone of digital marketing for 2018. However, it is important to keep in mind that today’s consumers are inundated with content everywhere they look, from social media, to blogs, and emails. Some may think that the more content they generate the bigger the impact, but in fact that content must be relative and personalised in order to get customers to connect. While content generation should continue to be a major focus, maybe it is helpful to start thinking about quality over quantity and spend more time delivering highly engaging content to drive traffic and brand interest.

5. Scrub those Email Lists

With a new year brings a fresh start and there is no better time than now to scrub your email lists to keep engagement rates high and sender reputation clean. Create a re-engagement campaign aimed at drawing your customer back in. Think outside of the box and offer something unique and personalised. Again remember, quality over quantity is best.

6. Data Security

As General Data Protection Regulation (GDPR) draws closer for all organisations who handle personal information for EU citizens, data security and privacy regulations are being examined for consumers around the globe. This is a great opportunity for marketers, and we predict consumers will prioritise companies who make data security and privacy protection a priority. Making sure your business is ready for GDPR may seem daunting, but it provides an opportunity to offer a competitive advantage. 

7. Transparency

Transparency goes beyond businesses sharing data when it comes to your customers and it should be a major standard procedure for business in 2018. Consumers have access to more information than ever before and they share everything. Research shows 91 percent of people check reviews online, So they will know your business before they even step foot in your door. In order to be one step ahead, be transparent in your operations. Make an effort on obtaining reviews from customers who have had a positive experience with your business. Humanise your brand, engage in conversations, and use humour. Show that you are more than what you sell. 

8. Voice Optimised Content

2017 saw a rise in popularity in virtual assistants, such as Alexa, Siri and Google Home. Voice optimised content will continue to grow, as voice search is becoming second nature, integrated into everyday products. A recent study shows that by 2020, 50 percent of all searches will be voice searches. This means that marketers need to optimise their content to include conversational phrases that people would be more likely to say out loud and work this into relevant content and blog posts. Voice searches tend to be three-to-five keywords in length, and they tend to explicitly ask a question. So make sure you create your content to answer these specific questions.

9. Professional Live Videos

Live videos were one of the biggest marketing trends in 2017, but now businesses are catching on and seeing the benefits of producing more professional live videos. Gone are the shaky, holding-a-phone in your hand video. Instead creating professional live content will allow a business to create a strong customer engagement, drive purchasing behaviour and put a face to your brand. Think of unique ideas and have fun.

10. Social Media Influencers

Social media influencer marketing has been well-established across many industries. But in 2018 micro-influencer marketing is where you should focus your efforts. Marketers have noticed that once an account is over a certain size, fewer people engage. Instead, business and brands should focus on accounts with 30,000 followers or less to build trust amongst potential customers.


Take Action

iCandy Design understands the importance of creating customised and authentic content to engage and create an authentic customer experience. This will allow your business to create connections with your customers, generate leads, and ultimately growing your brand and business!

If you would like more information on our sales and marketing services, please contact us on 01256 895805 or email