Transforming Online Advertising Lessons Learnt in 2017 into Actionable Steps for 2018

Well, what a year 2017 was; the phrase 'never a dull moment' immediately comes to mind! Streams of new stories, ideas and innovations emerged left, right and centre in every field, covering the entire spectrum between the sublime and the ridiculous with interesting developments and consistent news. Some good, some bad, some... pretty weird.

The online advertising sphere was no exception. Unsurprisingly, there are a variety of key takeaways and lessons learned throughout 2017 that the very best marketers will be clinging on to as they set to work establishing their plans and projects for the year ahead.

Working in the digital sphere which, cliché as it may sound, really does move at a seriously fast pace ALL the time, means that we know that complacency simply doesn't get you anywhere. Remaining adaptable and tuned into even the smallest of developments is everything. Here are just a few specific areas we predict will be forces to be reckoned with in 2018.

There's an App for That

Apps have grown so much in recent years that many consumers have a selection that they rely on every day to improve their productivity, serve their curiosity and set plans into motion. And that's really only skimming the surface of the possibilities of app technology. Having a well-designed app has been important for businesses for a long time but this year is likely to be the year we really begin to see comprehensive app capitalisation strategies emerging. By this we mean expect to see many more exposure-focused deals and businesses placing advertisements on some of the most popular and best-performing apps.

The Importance of the Non-Visual Experience

If you predicted what would ultimately turn into the colossal rise of the smart speaker (Amazon Echo, Google Home...) we'd like to shake your hand. Around 20 million were sold during 2017 and now more people than ever are incorporating these new technologies into their daily lives.

As people become more comfortable interacting with tech that doesn't have a visual interface, creating a refined non-visual experience becomes far more important for every business. In practical terms as of today, this means optimising for voice search. In the longer term, the sky's the limit for the creation of innovative ways for marketers to communicate with audiences via this new medium.

The Micro-Moment

Micro-moments are defined by Google as a time when 'a person turns to a device to act on a need' and understanding how to capitalise on a consumer's need to know, to go, to do, or to buy is arguably the clearest key to digital success in 2018.

In these micro-moments, consumers know precisely what they want and will, ultimately, be receptive to brands with the ability to meet these specific needs. Creative marketers will need to anticipate micro-moments, position their brands appropriately and deliver a seamless user experience. Reckon that sounds tricky? We prefer to think of it as an exciting challenge.

As we hope you can tell, we're pretty excited about the year ahead. If you want to have us on board as you ride the online marketing wave in 2018, feel free to have a micro moment and get in touch!