Infographic – How 15 Digital Marketing Trends will Change in 2018

Forbes recently asked 15 prominent digital marketing experts their opinions on how digital marketing trends will change in 2018. The full article can be found here https://www.forbes.com/sites/forbesagencycouncil/2017/12/18/how-digital-marketing-will-change-in-2018-15-top-trends, but we have put the article into an infographic to make it a little bit easier for you to process. Here’s the jist of what was said in the article.

Chris Carter, from Rep Interactive, things augmented reality is going to become more integrated through social media. I’m sure you’ll remember the Pokemon Go craze from 2016 – Chris thinks it was a sign of things to come.

Craig Greiwe, from Rogers and Cowan, predicts a collapse of the hugely popular influencer market. You only need to have a look at how much “Instagram celebrities” are being paid for mentioning a brand to see how popular this marketing method is, but Chris thinks it’s going to change in 2018.

Katie Harris, from Spot on Solutions, thinks that brands will use available data to start to better understand the customer journey.

David Kley, from Web Design and Company, says that ads will become more targeted with a more specific purpose. I think we have already seen ads become more targeted over the years, but David predicts that this will be on a new level this year.

Thomas Broadbeck, from Site Strategics, predicts more success for live video in 2018. He also thinks that live videos will become more professional as opposed to being taken from a phone. Video production companies must be licking their lips to Thomas’ prediction.

Andrew Howeltt, from Rain, predicts that conversational user interfaces will become an even bigger part of people’s lives in 2018.

Solomon Thimothy, from OneIMS, thinks that video will become an even bigger aspect of marketing in 2018. It appears that our attention spans are decreasing year on year, so it’s not too far fetched to believe video will start to become more prominent and written marketing will decrease.

Twila Grisom, from Acorn Digital Strategy, predicts that personalization will be present along all stage of the sales funnel. No more spam emails if she’s right!

Julien Verdier, from Adyoulike (great name), predicts that audience targeting strategies will be replaced by contextual targeting strategies as it becomes more difficult to track behaviours with cookies.

Todd Earwood, from Moneypath Marketing, thinks that cost per experiment will become a leading metric when testing ROI.

Timothy Nichols, from ExactDrive Inc., believes that companies are going to start implementing native advertising into their digital marketing strategy. He explains how the practice will increase the possibility of viral sharing and brand reach.

Lisa Allocca, from Red Javelin Communications, believes that digital will become intrgrated with offline experiences. She explains that this has already started happening in sports and arena events and she thinks this will continue into other industries in 2018.

Brett Farmiloe, from Markitors, thinks that voice marketing will rise in 2018. Google says that 20% of its searches are by voice so expect this to increase.

Douglas Karr, from DK New Media, thinks businesses will be able to better predict its marketing spend, allowing them to optimise their marketing budget.

Kristopher Jones, from LSEO.com, predicts that content marketing is going to change according to the establishment of voice search. Things like written tutorials may be replaces by spoken words.

Thought Leadership Marketing

Need Better Engagement from Your Email List? Here are 4 Ways How

Cultivating your list creates amazing results from your email marketing campaigns. From boosting brand loyalty to increasing sales, nurturing tactics have proven to be an effective way to padding your bottom-line. In fact, nurtured leads tend to make 47% larger purchases than those that are not. Putting the effort into building relationships with your subscribers helps you experience long-term growth and happy customers.

However, if you’re failing to capture the attention of your list, it will be challenging for you to receive this types of results. You see, your subscribers must open your email in order to gain from the goods inside. With low open percentages, you won’t yield a lot from your email marketing.

You can turn your email campaigns around to better engagement and responsiveness from recipients. The following tactics are sure-fire ways to increasing open rates…and results.


#1 Publish Short Blog Posts

Although long-form content is encouraged because of its positive impact on SEO rankings, short-form content has its place amongst email subscribers. Your list already desires to hear from you and look at you as an expert in your industry, whereas those from search engines may just be getting to know your brand. Your list will take your long and short content…as long as it’s valuable.

Therefore, consider creating quick blog posts strictly for your subscriber audience. Think about the common questions your prospects and customers have regarding your business and products. These inquiries are excellent content topics that can easily be converted into a short blog post. Share them with your list to keep traffic coming to your site and your list engaged. Also, schedule them in your social media tool like Nuvi to attract even more visitors to your page.


#2 Deliver Monthly Newsletters

eNewsletters have a phenomenal way of driving interaction and click-through rates. When people expect to receive your copy around the same time each month, this anticipation builds engagement especially when it’s packed with quality-rich content and relevant updates. Your audience will know it’s coming and look forward to its arrival.

So yes, monthly newsletters are excellent tools to boost your open rates. It also sends visitors to your website which improves your search visibility. You can solidify your credibility simply by incorporating a regular newsletter campaign.

To get started, here are a few pointers to think about when drafting your newsletter:

  • Use colorful, gripping design that exudes your brand personality and captures attention
  • Share links to your either popular or evergreen blog posts
  • Upcoming events, company updates, and any recent changes are ideal topics for your newsletter
  • Give customer testimonials. Include a picture (if possible) to truly sell the review
  • Spotlight team members and/or employees to humanize your brand, allowing more opportunities for your list to get to know you
  • Leverage a professional at WorkMarket who can craft beautiful monthly newsletters if you’re short on time or not sure how to fit another content strategy in your workload


#3 Segment Your List

Email segmentation is powerful. In fact, here are a few statistics that illustrate the effectiveness when you categorize your list for deeper personalization and customization:

  • Marketers have noted a 760% increase in revenue from segmented campaigns. (Source: Campaign Monitor)
  • 77% of ROI comes from segmented, targeted, and triggered campaigns (Source: EmailExpert)
  • Marketers who segmented their email lists experienced 28% lower unsubscribed rates (Source: Mailigen)
  • Personalization improves your click-through rate by 161% (Source: ChiefMarketer)

As you see, segmenting your list absolutely impacts engagement and sales. Recipients will feel that you’re speaking directly to them. You are in-tuned with their interests and problems. You understand where they are in their buyer’s journey and know other details (i.e. geographic location, topic preferences, etc.) that you can tailor your messages to. Your content will resonate…and they will feel compelled to act!

There are a plethora of ways to slice and dice your email list for better segmentation. Age, gender, content interest (based on their email open responses), buying patterns, and products purchased are just a few ideas to easily categorizing your leads.


#4 Content Curation

Content curation is a killer strategy to filling in the “gaps” of your content marketing while still sharing valuable information to your audience. By gathering, organizing, and sharing the best posts in your niche, you will be viewed as the “go-to” source in your industry. Your list will thank you for providing the goods without them having to venture all over to find it.

Find out more about what your audience wants to hear through your customer listening tools like Intouch Insights and curate fresh, relevant content to your list on a weekly or bi-weekly basis. Provide a short 1-2 sentence snippet providing a few key pointers and benefits subscribers will gain from reading the piece. Although you are sending traffic to another source, your list will still return to you because of the value you bring.

saas content marketing - foxtail marketing

SaaS Driving Small Business to the Top

Automation Makes Your Job Easier

SaaS automation ranges from a plethora of highly intelligent apps to full suites of software that automate many of the mundane tasks that require a lot of energy from employees or small business owners. Saas Marketing automation helps you deliver quality content to social media without the need to actively monitor each task.

Yet SaaS goes beyond Social Media and covers almost every aspect of your business including succeeding with content marketing.

Automation goes way beyond just scheduling tasks. They help by:

  • Allowing devices to talk to platforms
  • Automating cross-platform posts such as taking a blog and turning it into a Twitter post or Facebook post. all without you having to log into either social media site.
  • Sync your blog so it shares automatically by email, on social media, and through other channels.
  • Keyword search for curating content, especially on social media.

These are just a few of the examples of what Saas does to help you accomplish more without the huge time investment for you or your employees. A great example of the automation capabilities is Jitterbit which helps to:

  • Remove the mundane tasks of moving data to populate reports
  • Add services to your business through API
  • Connect to data sources that matter to your business and industry
  • Spot opportunities by automating reporting

Automation becomes a powerful tool that allows you to focus on the important aspects of your business and not fussing over the little things.

Boosts Efficiency Means You Do More with Less

Automation is big and it is one of the driving forces behind the do-more-with-less philosophy. Automation goes way beyond managing social media and marketing. Saas helps connect everything. Saas offers businesses of all sizes the opportunity to remove the mundane from the workload so what leadership and employees concentrate on are the important tasks.

  • Saas software helps generate usable data through automation.
  • Saas software helps show you potential problems before they occur through predictive software capabilities.

There is no need to build extensive spreadsheets of contact information for potential leads. Instead, log in, and review your reports. There are many SaaS software brands that collect information, such as demographics, contact information and even ranking for leads.

Add in the cloud-based connection and efficiency begins to soar. Marketing and sales can collaborate on projects without leaving their desks. Field staff can add input directly from a customer’s office. Collaboration on projects becomes a snap with the result of your team producing higher-grade documents and strategies while building deeper relationships with customers, vendors, and partners.

A good example of the power of the cloud is via lightcrest which helps to:

  • Reduce the costs of using cloud technology
  • Optimizing your tasks and workloads
  • Offers handpicked services that match your business’s needs.

The possibilities for increasing efficiency are amazing with SaaS software suites and apps. There are a ton of apps available or you can have an app created specifically for your unique business needs. Mozr is just one example of a company that builds cost-effective apps that offer you a custom approach to creating tools that drive your business and your team.

Getting More Service for Less Money

SaaS software platforms help businesses save money. You no longer have to pay a huge upfront fee to install software on every computer in your office. SaaS is cloud-based so any device can log in whenever there is an internet connection. You are literally sharing the cost of maintaining services, IT staff, and upgrades while benefiting from cutting-edge security, access to emerging technology, and in some cases access to leading IT professionals for collaboration or integration.

SaaS enables your equipment to earn their keep. SaaS software services through automation literally cost a fraction of what you would pay an employee to handle the same tasks and not just entry-level tasks, but mid- to high-end marketing tasks.

Most importantly SaaS software allows small businesses to compete with giant corporations. The uptick is that you literally do more with less. SaaS enhances the flexibility of small businesses while reducing resource usage, costs, and labor.

Social Media Ad Campaign

10 Powerful Event Marketing Stats Every Brand Should Know

Leveraging event marketing in your business strategy is a proven method to growing your brands name, fostering relationships with your audience, and building trust with prospective buyers.  A live customer experience offers you the biggest opportunity to showcase your brand and your content.  It is worth the investment of including events as an ongoing tactic in your marketing.

But don’t just take our word for it…statistics continue to show the effectiveness event marketing has on growing your business.  We’ve gathered ten staggering stats and facts that reveal the benefits, power, and tactics behind live events.

#1 In-person events are the most effective content marketing strategy for B2B businesses (Source: Content Marketing Institute)

Commit to adding more live events to your content strategy with a goal of at least 2 monthly.


#2 79% of US marketers generate sales using event marketing (Source: Statista)

When people have the opportunity to see, touch and experience your product, they’re more likely to purchase more quickly versus seeing it online.


#3 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event (Source: Event Marketing Institute)

Nothing replaces in-person human encounters. Trust is built when a prospect can look at you and feel the excitement and passion for what you do.


#4 Event technology can help increase event attendance 20%, increase productivity 27%, and decrease costs 20-30% (Source: Frost & Sullivan)

Apps like CheckInEasy make it super convenient for you to check-in guests efficiently if you’re hosting an event, keeping your registration line running smoothly and allowing your team to be more productive in other areas.


#5 87% of B2Bs use social media to promote events (the third most popular channel), and it ranks as the second most effective channel for event promotion, tying with websites at 68% of respondents (Source: eMarketer)

These compelling numbers reveal the importance of maintaining an active presence on your social sites and executing a well-developed social strategy. Not only does it increase brand exposure and improves lead generation, it’s an excellent platform to promote your events. Schedule your content in advance using Nuvi to each of your social media pages. Include your brand hashtag and monitor engagement around your posts. For those who comment or share your content, consider sending a personal message to their inbox sharing how excited you are to meet them.


#6 More than 75% of B2C companies use email marketing to promote their events (Source: Certain)

Your email subscribers are your biggest fans! They chose to opt into your list and are interested in company events and content. Use email segmentation to reach out to prospects in the local area where the event is held for increased responsiveness.


#7 87% of consumers said they purchased the brand’s product or service after an event at a later date (Source: Event Marketing Institute)

Even if visitors don’t purchase immediately at your event, you’ve given them a memorable experience with your brand that is sure to leave a lasting impression…one that will result in sales using a strategic follow-up system.


#8 58% of marketers believe that events and conferences are important ways to improve customer experiences of their services or products (Source: E-Strategy Trends)

Yes. Again, that human touch will go much further than a visit to your website. They get to witness your brand culture, products and personality live and in living color. Make it great, one they will never forget.


#9 64% of marketers use tradeshows and events as a source to new prospects and business opportunities (Source: Certain)

Getting in front of new consumers and increasing brand awareness are a few of the major benefits to in-person events. Capitalize on every opportunity by capturing your guest contact info to follow up with them after the event. Introduce them to your business app as another way to stay connected and engaged with your brand. Mozr is an awesome solution to creating a winning app that your prospects and customers can leverage to keep you top of mind.


#10 48% of event attendees say face-to-face interactions are more valuable today than two years ago (Source: Center for Exhibition Industry Research)

With so much emphasis placed on digital communication, connecting with people in-person adds authenticity to your marketing and bolsters your chance of building relationships. Use them to your advantage.


More Takeaways

Here are a just a few more takeaways to glean from these numbers and consider when implementing your event marketing strategy:

  • Events is the opportune time to gain new leads for your sales funnel; use enticing lead offers to capture new prospects information and add them to your email list for your follow-up strategy
  • New product launches or having attendees experience your flagship products are ideals ways to increasing product exposure
  • Maximize connections with your customers by gaining testimonials and feedback…this method is even better if you can capture it on video
  • Use event tools to boost attendees and engagement with your audience


By leveraging event marketing, you have the amazing ability to foster positive experiences of your brand, build relationships with your audience, and increase awareness about your vision.

Make Your Content Stand Out

Content Marketing, the Face and Voice of your Brand

In today’s economy, buyers seek to make informed decisions before making a purchase. Especially when buying something from someone on the internet. Content marketing becomes the face and voice of your brand. The challenge is to present yourself to your target market in such a way as to promote and generate honesty and trustworthiness. If you say the wrong thing at the wrong time and don’t do what you say you’re going to do, it won’t be long before a flight of negative comments invades your network of social media platforms. Think Yelp. We don’t want that and we know that you don’t want that either. The day of the hard-sell is behind us and it won’t work in content marketing anyway. According to the 2016 Social Media Industry Report, marketers were asked if they had any plans to change how they used content in 2017. A glaring 73% were planning on increasing their use of videos and it would be an excellent way to lean with the advent of Facebook video. Also, 71% of marketers responding indicated they plan on increasing their use of visuals. Think Instagram, Snapchat, YouTube, Pinterest, etc

Complete Control

  • The best part of content marketing is you have complete control over how you present your brand. Think about the product or service you want to sell online. Consider all its features and benefits. Using available content marketing tools, such as video, images, infographics, and written content, you have the best possible chance to present your brand in the best possible light.

Burning Questions

  • Be sure to answer all frequently asked questions (FAQ’S). In fact, you could create an Excel spreadsheet where you track the frequency of commonly asked questions and create a FAQ page for your website. Be diligent to answer all questions honestly and promptly.

Link Creation

  • There are three types of links to consider. An internal link is one that leads the viewer from the page they are viewing on one website to another page on the same website. Create links within your content that feedback to your website. The link should comprise relevance. An outbound link is one that points viewers to another website with like-minded content. The primary benefit of an outbound link is to establish authority in whatever brand you propagate. The inbound link may be the most important link of the three because these are links that lead to your website from other websites.  Inbound links are the number one factor for how Google ranks your page.  Inbound links act as a recommendation, assist in building credibility, build traffic, and add sales.

Offer Free Content

  • In exchange for registering for a free newsletter subscription, offer free content. We are seeing this strategy played out more and more enhancing content marketing growth. If you don’t have the time or the writing chops to compose a helpful relevant e-book or some other form of content, why not consider outsourcing your content marketing strategy to a professional marketer who does have the time and resource to fulfill this need. Always be people friendly and remind your visitors that they can always unsubscribe if they are getting too much email from you. A relatively easy way to create an e-book would be to write a daily relevant blog for a month and designate each day as a new chapter in the e-book you plan to give away to those who sign up on your email list.

Positive Resolutions

  • Always address customer service issues immediately. Do not ignore a complaint any more than you would ignore a complement. An apt and timely apology or comment may serve to retain customers. Honest open communication is a stimulus to create trust. When other visitors see your honesty, they may be compelled to learn what your brand offers. Confirm that the problem was of an unusual nature and that you are doing everything in your power to correct it. Be positive, not defensive.

Brand History Considerations

  • Include a page explaining the birth of your brand. Include such things as its history, mission, and goals. These are building blocks that aid in bringing your target market into your realm. No need to embellish your brand’s history – let it speak for itself; let the customer decide for themselves. Consumers are largely more informed than in the past and appreciate openness. Consumers trust honesty.

Open Communication

  • Answer and address all comments made on whatever social platforms you use. Try to have a conversation with visitors, prospects, and customers. Open, honest, relevant content equates to healthy conversation.

Types of Content

  • So, you’ve got your e-commerce store all setup. Now what? Have you thought through the type of content you’re going to include? You should have a strategy in place before you launch your site. The following should stir up your imagination a bit and get you rolling down the tracks. Provide inspiring stories, quotes, or trivia that encourage and motivate your market. Include a few images that portray your brand and share not only your story but other stories of success. Useful educational content, case studies, industry research, free resources, and live video training are the stuff great e-commerce stores entail. Communication that answers questions. If no one is asking questions, created some yourself. And then answer them. Not deceptively but in ways that inform and delight. Create surveys that help you determine market trends and include dialogue where prospects and customers can offer you helpful advice that should help you improve your aim. Share personal stories and photos of your life. Create a page where you highlight employees, vendors, and colleagues. Review upcoming products and give a behind the scenes look of your brand. Invite scrutiny and constructive criticism. Promote your brand through webinars, product giveaways, client testimonials and opt-in emails.

Content marketing strategies are intended to reach more of your target market than what you otherwise could do with other marketing strategies. The pitfall is that if you are not ready for the time-consuming effort that entails a successful content marketing strategy, it would be worthwhile to consider outsourcing to a professional digital marketing company. For more information to find out if this is something for you contact us today.

Yours in writing,

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Foxtail Marketing is a digital marketing firm that provides content marketing, digital marketing, and lead generation services for small and mid-market companies.

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