21 Digital Marketing Trends for 2018 [+Infographic]

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21 Digital Marketing Trends for 2018 [+Infographic] In 2018, one of the key competitive advantages for brands will be providing personalized customer experiences based on the omnichannel data.

Planning your marketing strategy for the upcoming year?

You may be wondering:

Where do I focus my marketing spend next year?

The diversity of digital marketing trends is huge: content marketing, social media marketing, marketing automation and artificial intelligence – just to name a few.

Check out this list of the top digital marketing trends for 2018 to decide what to incorporate into your marketing strategy next year.


In the end, you will find an infographic summarizing all digital marketing trends. 

1. Personalized content

The top content marketing trend for 2018 is delivering highly personalized messages. Remember that personalized content is not limited to “Hello $First Name$” messages. With an advanced marketing automation platform, you can create timely and relevant content based on a customer's history and behavior.

personalized email sent by Headspace based on customer's history

Headspace identifies customers who have not used the service in a while and sends a personalized email to wake them up.

2. Privacy protection

Indeed, a personalized approach as mentioned above can yield good results for many businesses. The other side of the coin is that it raises privacy concerns.

The EU General Data Protection Regulation (GDPR) coming into force in 2018 proves that.

Customers demand more transparency in terms of how their personal data is being handled. Companies who are ready to respond to this trend have an enormous competitive advantage.

What’s the key takeaway?

Privacy protection will soon become one of the key selling points.

3. The rise of video content

In 2018, start embracing video content as never before.

Facebook has been prioritizing video content in its feed for a long time and LinkedIn has recently adopted the same approach. The number of people watching Instagram Stories has exceeded Snapchat.

Also, users are willing to consume content in different formats. This is where video marketing comes in.

See for yourself:

  • 79 % of consumers would rather watch a video to learn about a product, than read text on a page.
  • 84 % of consumers have been convinced to make a purchase after watching a brand's video.


Pay special attention to the mobile video. Cisco predicts that mobile live video will grow 39-fold by 2021.

One of the top digital marketing trends for 2018 is mobile live video. The graph shows the growth of mobile video from 2016 to 2021.

4. Does influencer marketing still work?

The popularity of influencer marketing shows no sign of declining. You can easily see it with a quick Google Trends search.

Influencer marketing: Google Trends search

However, to make the most out of this marketing trend, marketers need to keep in mind several things when finding opinion leaders and collaborating with them:

  • Measuring the ROI of influencer marketing is vital
  • The use of video content in opinion-driven marketing becomes more effective than text-based content
  • Comply with legislation: in 2018, we can expect more lawsuits against undisclosed paid endorsements

5. Artificial Intelligence

Many companies have been leveraging AI in their marketing for quite some time already. For instance, Pinterest has unveiled visual search to its Chrome browser extension.

Image recognition introduced by Pinterest

Pinterest believes that image recognition will facilitate the connection between online content and store visits. (Image source)

We at Liana Technologies believe that AI will play a big role in digital marketing in 2018. AI will shape the way marketing technologies will look like and will set the direction for the new features in marketing tools. That’s why we have recently established an R&D unit for AI. This will help us exploit the AI technology in marketing segmentation. With the development of the R&D unit, our solutions will soon intuitively segment and personalize marketing actions in terms of content, quantity and timing.

But that’s not all.

To advance the use of AI in content marketing, we have joined the frontline AI research project of Aalto University. The research project develops AI algorithms that will be used to determine the personalized advertising content with which B2B end users are more willing to interact.

6. Gathering and analyzing Big Data

What happens online every 60 seconds?

Source: Borkowski

Astonishing, isn’t? The amount of data will only grow in the foreseeable future. This represents a big challenge for marketers to gather and analyze customer data.

In 2018, one of the key competitive advantages for brands will be providing personalized customer experiences based on the omnichannel data.

7. IoT and marketing

Struggling to systematically collect Big Data?

We have good news for you.

With the development of IoT, gathering customer data will be much easier. Consumers will have more opportunities to leave their digital footprints as more and more devices will be synced.

The integration of many devices is taking place as we speak.

For example, Uber has teamed up with a music streaming service Pandora to allow travelers to pick the song they want to hear before even getting in the car.

personalized music by Uber and Pandora is an example of using the Internet of Things by leading brands.

Image source: Uber

8. Measuring return on investment (ROI)

As the amount of Big Data increases at a fast pace, marketers need to allocate budgets effectively. The temptation to utilize various marketing tools can result in unexpected financial losses.

Measuring the ROI of marketing efforts helps to manage marketing budgets as it proves the value of your investments. ROI shows which marketing channels should be later exploited as well as defines less effective tools.

Did you know that, according to VentureBeat, email marketing outperforms all other marketing channels in terms of ROI?

9. The 5G revolution

The first mobile phones supporting 5G can be expected to be sold no earlier than 2020.

However, marketers should start acting on it now.

Text-based websites can be replaced with more interactive and engaging webpages. As Internet speed will skyrocket, multimedia-intensive websites will be in huge demand.

For example, take a look at the Black Negative website with incredible interactive elements.

10. New SEO factors

According to the latest SEO ranking study by SEMrush, the following SEO factors are prominent today and will be trending in the near future.

The latest SEO factors listed by SEMrush

However, the SEO world is evolving quickly and constantly brings unexpected new solutions.

For instance, the rise of digital assistants has presented a growing market of voice search. As Google CEO puts it, 1 out of 5 searches already come from voice queries.

Therefore, marketers should also keep their eyes open and constantly monitor the latest SEO trends.

11. Live Chat

How to provide real-time answers whenever your clients have a question? 

Introduce Live Chat.

The number of companies investing in Live Chat will grow in the future as it gradually becomes an important channel of communication.

To improve customer experience, Afrefs introduced Live Chat on the website.

When you land on the Ahrefs website, you are welcomed by a friendly support chat.

In 2018, consider investing in Live Chat to improve customer experience on your website.

12. Chatbots

Want to book a flight, order food, or get music recommendations?

There's a chatbot for that.

One of the top digital marketing trends for 2018 is chatbots. Here's a chatbot for ordering pizza by PizzaHut

Tech-savvy ordering with Pizza Hut chatbot (Source)

Custom chatbots in messaging apps will play a crucial role in customer experience. Chatbots allow brands to streamline the process of placing an order which in turn drives more sales.

13. Micro-moments

Have you ever made last-minute purchases on your mobile or googled something in an attempt to find a quick answer?

Then you fall under the micro-moments category.

The main goal for marketers is to identify the micro-moments and be able to react in time. To cater to this customer category, marketers need to take into account several things:

14. User-generated content

Do you still remember the Ice Bucket Challenge that involved even Bill Gates?

That is an excellent example of user-generated content that increased the awareness of the ALS Association in a matter of days.

User-generated content means using your audience as a means to create content relating to your organization and promote it among their connections. This trend will gain more popularity in 2018, as people trust personal recommendations as much as online reviews.

Social media monitoring is a must-have tool for marketers that helps to monitor user-generated content and get involved in the conversations.

15. Monetizing short-lived content

The concept of short-lived content, also known as ephemeral content, is not a newbie in the marketing arena. However, this buzzword will come up even more often in 2018 and onwards.

How can marketers use short-lived content to their advantage?

Aside from increasing brand engagement, you can now drive users directly to your website or landing page by including the link to Instagram Stories.

That’s exactly what Tasty does.

Short-lived content example by Tasty

By clicking the “See More” button, you will end up on the delicious Tasty’s website.

16. The growth of Augmented Reality and Virtual Reality

Marketers face a lot of challenges when it comes to raising consumer engagement and awareness.

AR and VR help to overcome these challenges as the technology is relatively novel and allows companies to stand out from the crowd.

Some brands have already taken advantage of the technology in their marketing. For instance, John Lewis pioneered Facebook 360 Collections ads enabling shoppers to check out their products from every angle.

See for yourself.

17. Social Commerce

The concept of social commerce will reshape the way we consume content and shop online. The development of mobile apps facilitates a smooth link between social and transactional activities.

The story of Chinese WeChat is the best-known success story in this matter.

Social commerce via WeChat

Originally invented as a platform solely for social communication, WeChat has now been enriched with the eCommerce solution.

18. Focus on Generation Z

Gen-Zers are expected to constitute about 40 percent of all consumers by 2020.

That is a powerful customer category.

Marketers should keep in mind that purchasing behavior of Gen Z varies a lot from their predecessors, the millennials.

As such, Gen-Zers tend to have the mobile-first mindset. Research conducted by GlobalWebIndex revealed that they spend longer on their phones each day than on all other devices combined.

One of the digital marketing trends for 2018 is the focus on Generation Z. Research conducted by GlobalWebIndex reveals why.

Red color shows the data for Gen Z, while blue color represents findings about Millennials. Figures represent the percentage difference between the two generations.

The bottom line: it’s about time to invest in mobile app development.

19. Cross-device marketing

Gone are the days of using the same device for catching up on the news, chatting with your friends, and making online purchases. In fact, a study by Criteo discovered that 41 percent of post-click desktop transactions, in total, come from another device.

Therefore, in the new era of cross-device customer behavior, marketers need to ensure a consistent online experience across all devices and screen sizes.

Think about it:

Are your newsletters displayed correctly on all screens? Does your website look equally nice on an iPhone and a smart TV?

20. Conversion rate optimization (CRO) and landing pages

According to WordStream, only 22 percent of businesses are satisfied with their conversion rates.

In 2018, companies are likely to invest more in split testing software and optimizing landing pages for achieving higher conversions.

We at Liana Technologies are ahead of the curve when it comes to CRO. We discovered that our guide and whitepaper landing pages with short and concise format have higher conversions.

Take a look at the landing page style that we’re currently using for our whitepapers.

marketing automation whitepaper landing page by LianaCEM

Have you tested your landing pages?

21. The popularity of mobile payments

The explosive growth of mobile devices unlocks the potential of mobile payments.

More and more businesses introduce mobile payment options in their stores with ApplePay and Alipay being the two key providers.

Do you need to provide mobile payment in your country? You definitely do.

Here’s why.

According to GlobalWebIndex, mobile payment penetration is shaking up the whole world.

The graphs showing the growth of mobile payments globally.

A - Q4 2015; B - Q2 2017

It's time to wrap it up. 

Below you can see an infographic listing all of the key digital marketing trends to expect in 2018.

Digital marketing trends for 2018 including content marketing, social media marketing, marketing automation, artificial intelligence, and many more.

Now it’s time for you to take action and diligently apply the top digital marketing trends to your business.

Share the article with your colleagues to make sure the entire team keeps up with the latest trends.

If you want to discuss the key trends further, request a call back and we will contact you!

Elena is a Marketing Coordinator at Liana Technologies. When you don't see her passionately writing a new blog post for Liana, you can find her baking delicious cheesecakes or jogging. You can connect with her on LinkedIn or follow her on Twitter.

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Kommentit (12)


Mobile App Development

Thank you for useful information. The digital marketing space continues to grow, and almost every day, we can find some or the other news related to the field that catches our attention.




thank you for such a great information

- Md azhar


Thank you!

Great to hear! Hope you can get the most out of these trends in your digital marketing in 2018 :)

- Elena Bezborodova, Marketing Coordinator



Amazing statistics, Thanks for sharing. We also share an infographic about Mobile Marketing Statistics 2018, You can check it out here: This infographic might be very helpful for anyone into market space.




Hi Elena,

Thanks for the helpful article! I really enjoyed it and the infographic is well designed too. I have a question on point 14 which I hope you'll clarify. The source you had (for UGC ads that drive 4x higher CTR than normal ads) points to the trust in online reviews.

By your definition, are you classifying an online review (which is usually organic and not paid) as a UGC ad? Also, how did you manage to obtain the "4x higher CTR" finding?

Thank you!

- digital whiz



Hi there, digital whiz :)

Thanks for you comment! Hope you find our article useful :)

The sources that I've used for the infographic sometimes differ from the ones that are used in the article. In this particular example, the infographic contains an example from the Shopify's article called "4 Tactics to Drive Traffic and Sales With User-Generated Content".

In the article, it says: " When stores included UGC in their ads, they saw:

4x higher click-through rates
50% cost of acquisition
50% drop in cost-per-click".

The link to the article:

Let me know if you have more questions :)

- Elena Bezborodova, Marketing Coordinator


Really interesting digital marketing trends!

This is a really interesting article. Enjoyed the way you have presented it! As per my point of view, voice search is going to play the primary part and going to be the trending topic for the coming time.

- Ted Mikulski


Thank you!

Thanks Ted! Indeed, voice search is taking off right now :)

- Elena Bezborodova, Marketing Coordinator



Including above, the video marketing is transforming the shape of marketing in the present trend and readers are switching from desktop to mobiles. Video ads on YouTube have been getting popularity for a few years now. It seems that the smart visual presentation of an offer is becoming completely aggressive and the common articles are just too much time-consuming for modern website users possibly because they are reading the content on their mobiles.

This apparently is the reason for the growth of some sites like Pinterest as a platform for growing visitors. If you can practice visuals in your content and move away from lengthy article content, you could make a killing, particularly in predominantly female markets.

There are various digital marketing trends and tactics require to be modified to rest at the center of user attention and search engines. We require to keep our eyes open and develop the best digital marketing manners that will keep us ahead of the innovative curve. Anyways, good information about Digital Marketing trends in 2017 and shared the blogs related to digital marketing.




Thank you for your comment! Absolutely, video marketing and visuals will be dominant in the foreseeable future. However, I believe that written content, such as blog articles will not become obsolete as people still prefer to consume content in different formats depending on the topic.

- Elena Bezborodova



Thank You Elena! This was a most interesting post about marketing, mobile and social media connectivity. I wonder if you feel that dynamic video remarketing is an effective way to targets customers? I see that you focus a lot on ROI and data, and I know that companies like treepodia (dynamic video marketing and personalized videos) also focus on using information (metrics) to draw conclusions. Point #3 the rise of video content is particularly important since most all of us use videos to make decisions today. I love that you have highlighted personalize content as the #1 most important thing for marketing material. We now eight months into the year and it’s clear that personalized content is king.

- Eleanor Jacobs



Hello :) Video remarketing is definitely an effective way to reach new customers and get the passive ones to commit especially when combined with other remarketing tactics, such as social media ads.

Indeed, measuring ROI in marketing is a must in 2018 and onwards!

Agree, personalized content is king. It's exciting to see how brands step into this game by personalizing the whole websites or launching personalized ads.

- Elena Bezborodova



This is a very good article i love to read this.




This is great post, I like it. Thanks for sharing helpful information. Your writing is very good, I really use full this post. thank you very much for this post

- Priya Singh


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