2018What trends should UK marketers pay particular attention to in 2018? Here are what some experts say:
- Influencer marketing will be increasingly important. Whether a marketer wants to reach a highly targeted audience or reach a broader market, influencers (opinion leaders) on social media can demonstrate products, explain benefits or simply express their positive feelings about the brand.
- Highly targeted content for specific segments. Content marketing tailored to each segment offers the benefit of relevant and timely information. With better audience analytics, marketers can therefore target content accordingly, when and where each audience is receptive.
- Stories are useful for engaging customers. Some brands are using cause-related marketing to tell their stories, reinforcing brand purpose and showing that profit isn't the only motive for marketing.
- Trust in many brands must be strengthened. For transparency, be sure the brand promise is clear and specific and deliver on the promise by incorporating the brand's values through all aspects of marketing.