With a view to helping companies to create an updated digital marketing strategy, we'd like to share with you this list of trends for 2018. Take note!
Users are mobile
Smartphones are now people's first choice when searching for information. According to the latest report on the mobile sector in Spain carried out by the consultancy ditrendia, over 94.6% of Spaniards use their mobile phones to access Internet.
This means that companies should seriously consider creating or adapting their websites for mobile phones, as well as creating unique content for these devices. The optimisation of website load times on mobile phones should also be taken into account. To create a good user experience, page load time should be under 3 seconds, but the reality is that in Spain, it tends to be a lot longer.
Two initiatives launched by Google, AMP (Accelerated Mobile Pages) and PWA (Progressive Website Apps) are the future for websites. Not only do they increase load speed but they also improve user experience.
The omnichannel experience for consumers
In line with the previous point, the concept of the omnichannel experience has appeared. According to the latest study on consumer habits in Spain carried out by Nielsen, 6 out of 10 Spanish consumers combine online shopping with shopping in physical stores. Most shoppers use Internet to decide what to buy, but then prefer to shop in a physical store.
This omnichannel approach is now pushing companies to create customised shopping journeys and seamless experiences for customers between the various channels.
Big Data and artificial intelligence
Today, due to the large volume of data and automated processes and decision-taking, investment in building or launching artificial intelligence (AI) and machine learning initiatives has become essential for companies. Many companies are already implementing these initiatives through the use of virtual assistants or chatbots, which improve customer service.
Internet is an endless data generator. So much so, that only 1% of the information generated is analysed. And this has resulted in an increase in the demand for artificial intelligence (AI) software.
From e-commerce to i-commerce
According to the latest annual study on social networks in Spain, carried out by the digital marketing agency Elogia, 86% of internet users between 16 and 65 years use social networks. Brands are aware of the importance of engaging with their target audience through social media, and they are now beginning to use it as a marketing tool.
The emergence of various sales platforms on social networks has resulted in the rise of i-commerce (instant commerce). This is a shopping cart solution that uses social networks as a direct sales channel. It is expected to become one of the leading social media strategies for 2018. Facebook, for example, was the first social network to create its own marketplace, and in fact, it has recently announced its alliance with eBay with the aim of boosting its visibility among users.
New data protection regulations
As we mentioned in one of our previous posts, the General Data Protection Regulation will take effect in May 2018, replacing the current LOPD. Take into account that after its implementation, it will be necessary to have a good translation of this information on your website.
The new regulation, with its extended scope, should be applied by all companies with a digital presence. The new law will harmonise commercial communications and provide a better protection of consumers' personal data.
So, these are the five trends that everyone will be talking about in 2018. Can you think of any more?