The holidays are over, the kids are back in school and the annual purge of all the sugar-laden treats has taken place.
January is always a time of change and renewal. We reset our priorities after the bustle of the holidays, and we refocus and begin to lay the groundwork for the new year ahead.
Our industry is no different. Examining the issues and areas of growth in 2017 allows us to set our priorities for 2018.
Tru Measure general manager John Hoeft outlined what’s ahead for us in his recent blog post, but here’s what you can (and should) expect from the digital marketing industry as a whole.
• MOBILE SHOPPING. The mobile shopping experience continues to grow, with social playing a role here, as well. Consumers will be able to buy more right from their feeds on platforms such as Facebook and Instagram.
On the social media front, Facebook and Twitter have recently added “Buy” buttons to their options for sponsored posts, allowing consumers to buy products without navigating to a different website or app. It stands to reason that we’ll soon see payment options included in these platforms, solidifying them as e-commerce sites.
According to the Pew Research Center, 1 in 10 Americans are smartphone-only users. So it makes sense that we’ll continue to see huge growth in mobile e-commerce.
Along with that:
• SOCIAL SPENDING. While the Google and Facebook duopoly continues to deepen, you’ll see more ad dollars spent on Facebook. Facebook will account for 23 percent of all digital ad spending, according to eMarketer.
• TRANSPARENCY. Facebook is still reeling from the Russia ads scandal. Mark Zuckerberg has vowed to “fix” the platform in 2018, and we’re already seeing the fallout. A recent eMarketer webinar reiterated that “social transparency” is the latest buzzword to be tossed around.
Facebook will start making it known who buys ads, whom the ads target, and – in the case of political ads – how much was paid for them. We’ll also be able to go to any business page and see all the ads placed by that business.
As a result, we hope to see more trust in ads as advertisers, ad agencies and platforms come together to fight fraud.
Ad networks want nothing more than to deliver legitimate ads to audiences, and because of this, we’ll see more advanced fraud detection methods in 2018. One of our partners, Simpli.fi, is working to prevent ad fraud on many levels. Our team works regularly with them to identify and block bot traffic.
And, there is another level to transparency. As business owners are becoming more tech savvy, they want to see that proof of ad spend.
Tru Measure was built on the idea that business owners want to see ROI – they want to see that they are getting results for their money. Our fully customizable dashboard allows for ad spend to be shown to your clients. They can see how much was spent on a particular tactic along with the detailed results it yielded. Having that knowledge at their fingertips will help you help them make smarter advertising decisions based on engagement levels.
• CALL DATA. Our partners at Marchex are working to increase caller analytics and call attribution techniques. We know that phone calls are a top-driver of new business, and our team is constantly monitoring campaigns to make sure a business that wants calls is getting calls.
In 2018, expect to see an increase in call tracking techniques and call data. More data will come out of speech analytics tools, which uses machine learning to identify and note the strength of a potential call lead.
This is a dynamic industry and we’re excited to be a part of it. There is lot more to come in 2018, and our team is ready to take it on.
Cheers to a great year ahead!
Jamie Butow is a Partner Manager at Tru Measure specializing in paid social and online reputation management.