However, marketing is constantly evolving and something that was innovative in 2017 may be obsolete today. In this article, we compiled the main trends of Digital Marketing for 2018.

Social responsibility at the heart of the strategy

Social Responsibility will be more important than ever. The new generation of consumers is interested in brands that have a positive impact on society. Showing the public that your brand is intended to contribute positively to the community and doesn’t just have a commercial purpose brings the public closer.

By 2018, companies should focus on putting their social responsibility actions at the center of the communication strategy. The trend for 2018 is to create campaigns with a business purpose that emphasize the social purpose of the brand, leading potential customers to empathize with the company.

Tell stories

The modern consumer doesn’t just buy products or services. He or she buys stories and fantasies. The consumer looks for brands that he believes. That is why, increasingly, we see brands betting on stories that inspire the public and with which they identify. An excellent example is Vodafone's 2017 Christmas campaign, which uses bullying as the theme for its advertisement.

The ad was one of the most shared of the year on social media. Storytelling brings the audience closer together, but it is necessary to know how to tell the stories, with special care with stories told in social media campaigns, which sometimes fail because they are tiresome.

Fast, human customer service

Technology offered consumers the feeling of autonomy, freedom and speed. In a time when these factors are valued, companies committed to responding efficiently and quickly to their customers are at an advantage. Consumers tend to prefer human service, without bureaucracy, and allow them to solve problems and get their questions answered as quickly as possible.

Custom Experiences

Personalization on all sides of the business is a growing trend that gets even more important in 2018. Why pay for a campaign for 1000 people when the message interests only to 20? Studying customers' consumption habits and suggesting certain products based on their previous purchases is a strategy already used by many brands and proves to be quite effective. All customers are different, so it makes sense for messages and content to be differentiated.

Data from an Emarketer Report show that in 2017 the amount allocated to digital marketing exceeded that for television advertising. By 2018, companies are expected to reserve 40% of their marketing budgets for the digital medium, numbers that will grow even more in the coming years.

With Digital Marketing at the heart of companies' strategies, it is essential to keep up to date with the latest developments. If you are looking for an agency to help you with your company's Digital Marketing, contact Zalox, we are specialists in Marketing, Social Networks and Online Advertising.