6 Digital Marketing Trends to Watch In 2018
The end of the year is always a good time to reflect on what your dealership did well and what you could improve upon in the next year. Your marketing is no exception.
Digital marketing changes quickly, and the best way to keep up is to try to look ahead. Here’s what you should be looking for.
1. Machine Learning
Machine Learning analyzes data to allow marketers to more accurately predict what your customers want before they even know they want it. It can use your audience’s online behavior to reach them more effectively with more precisely targeted messages.
Machine Learning algorithms can cut dealership marketing costs while increasing productivity. Learning to use it to your advantage can put your dealership in front of shoppers earlier in the buying cycle, ahead of your competition.
2. Dark Social
Dark Social is the social traffic that comes to your dealership’s website but cannot be traced back to its original source. Email, text messaging, and Facebook Messenger are three of the biggest “dark” culprits. A study by RadiumOne has concluded that now up to 84% of social sharing happens through these “dark” channels.
Because these sources are not monitored by analytics, their absent data reflects on social media usage, dramatically underreporting the value of social media to your business. So, as Dark Social grows in 2018, don’t think your social presence has gone unnoticed. The people are still there, lurking in the Dark. Keep giving them information worth sharing.
When was the last time you reached into your pocket to grab your phone to look up something that just crossed your mind? Micro-Moments are those reflexive actions of turning to a device to look into something, do something, or buy something.
These “intent-rich” moments are when decisions are made and they are on the rise. Meeting consumers’ needs in these Micro-Moments will help to shape your dealership’s success in 2018.
Turn those Micro-Moments into conversions. With the substantial growth of smart technology and the wide array of media through which to deliver your message, personalization is key to reach people based upon their behavior, interests, and demographics.
Thanks to Netflix and Amazon, who leapt on this marketing behavior early, shoppers now expect a personalized experience. They are accustomed to individually tailored content, such as Netflix’s “Recommended for you” category. This is an easy way to personalize your customer experience on your dealership website as well.
5. Video Advertising
Not only is visual content a key part of consumers’ daily lives, but the demand for more interesting visuals and audio to keep their attention is only expected to grow. And with the introduction of 360° videos and VR, there is so much more to offer consumers and an opportunity for you to get in to this growing creative marketing strategy relatively early.
6. Voice Search Optimization
“Alexa, play my Monday morning mix.”
“OK, Google. What does the fox say?”
Voice search has rapidly become an integral part of the average day. If you haven’t already, it’s time to start optimizing your business to take advantage of this trend – starting with your Google My Business page.
Why start there? Because a large portion of voice searches are inquiring about businesses and services that are local, it is essential to make sure your Google My Business page is claimed and optimized to be featured as a top result.
Even if 2017 was wildly successful for your dealership (and we certainly hope it was) what worked last year might not be enough to keep you on top. To talk about how to use any of these strategies to build momentum for 2018, call 855.653.5463 or email email@example.com.