4 B2B Digital Marketing Trends That Are On Fire Right Now
It’s 2018, how effective is your online marketing? Trust us when we say, it’s getting harder and harder to stand out from the crowd and capture the attention of your target audience. That’s why your marketing teams need to be nimble, engaged and most importantly, constantly learning about your target customers.
The rate in which businesses are leveraging the power of social media is at warp speed these days. If you want to be ahead of the curve, it’s important for organizations to understand and analyze trends that will control the market in the months and years to come. Technology is changing the marketing domain at an alarming pace, but if you step back, think about your customer and plug in what you know with some of the exciting new technologies, it’s certain to be a win-win for everyone involved.
Ready to dive in? Let’s go!
B2B Digital Marketing Trends to Watch in 2018
1. Rise of Artificial Intelligence
Artificial intelligence while at one time may have been associated with robots and scientists, it’s quickly making way into our everyday lives. Artificial intelligence is all set to make our lives easier with advancements in technology, from Google’s Self-Drive cars to your bank’s ability to accept deposits from your smartphone. Before we know it, artificial intelligence will be used in online shopping, customer care and much more.
How will your organization utilize this rapidly changing technology? You can start to incorporate artificial intelligence into your daily processes such as assisting customers to make a purchase, or by answering questions like what, when, where and why. According to Forbes, there are many examples of how A.I. is in use today. For example, Boxever, is a company that uses machine learning to improve the customer’s experience in the travel industry. Through the usage of A.I., it’s helping customers to find new ways to engage their clients in their travel journeys.
Watch for the use of artificial intelligence in the working of software and algorithms designed to help organizations reach new heights.
2. Videos Take Center Stage
I’ll be the first to admit, I have traditionally preferred the written word over watching videos any day of the week. I like the quick scan to take in what I want from an article rather than sitting through 3-minutes hoping for someone to get to the point. Having said that, however, I have found myself recently super-engaged with all the micro-videos on social media. Instagram and Facebook Stories, quick snippets being shared on Facebook groups. I can’t seem to look away! So, even I (skeptic extraordinaire) am excited about this rising format for staying connected with a target audience.
With all the formatting opportunities within video itself – from live stories and 360 videos to boomerangs and time lapses – organizations, and individuals alike have experienced success in engaging their users through videos. Videos are easily understandable and more relatable than a still image, making them more clickable and interesting.
3. Facebook Groups Continue to Grow
Sure, you may think of Facebook as a way to share cute cat memes with your friends, but with more than 2 billion users (and growing!), you should not underestimate the power of potential connections, even if you are mainly focused on B2B marketing. Remember that your target audience might be other businesses, but a business does not make purchase decisions. A person – most likely a Facebook user – is making that purchase decision. Consider this, millennials who grew up with Facebook as their primary social network, are now in pushing digital marketing in the workforce. They are using Facebook in new and exciting ways to connect with current and potential customers. And you can too.
Consider setting up your very own Facebook Group and inviting your colleagues to share in conversation on industry topics. You’ll be surprised at how engaged everyone will be!
4. Bots for the Boost
Chatbots are getting more and more personalized and may someday soon replace customer service representatives. Using NLP (natural language processing), chatbots incorporate A.I. to help organizations automate any number of processes. When integrated with social media, chatbots can gather all that available information and use it to interact and engage with your prospect. Chatbots are fun, entertaining and will automatically make your brand pro-active. Best of all, chatbots can seamlessly move your prospect through the sales funnel. If there is one digital marketing trend you incorporate in 2018, let it be chatbots!
What an exciting year 2018 is so far! These are only a handful of the B2B digital marketing trends on deck for the year. Be sure to follow us to stay up-to-date on the latest trends and happenings.
Do you want to make it big in 2018 with your digital marketing? Get in touch and we can help move you in the right direction.
Susan Tucker, Director of Digital Strategy
Susan brings her experience and enthusiasm as Director of Digital Strategy. A certified Inbound Marketing professional, she believes consumers should not be “sold to” but that they should find value in brands that are providing the products and services they are seeking. Outside of work, you can find her chasing her boys on the ski slopes or watching them on the sidelines of the soccer field.
Have a pressing digital marketing question for Susan? Contact her here.