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Guest blog: The marketing trends all businesses need to know in 2018

Ahead of the Seamless conference Middle East the organisers look at what your customers want, how your customers think and how the way your customers interact with each other is constantly changing.

Take a look at some of the biggest marketing trends that will continue to develop in 2018 and beyond.

1. Big, big data 

Big data’s been a trend for many years but thanks to machine learning and AI it’s becoming more accessible for small and mid-sized businesses. With more advertising platforms incorporating big data into their usual infrastructure, it’s going to be hard to stay competitive if you aren’t tapping into the thousands of customer data points that are now available.

2. Native ads and smart content 

Native advertising is expected to drive more than 74% of all ad revenue by 2021. With a more natural placement and formatting, native ads tend to get more exposure and more engagement than traditional banner ads—and are less annoying for consumers. This is marketing info you need to know.

3. App capitalisation

There’s an app for everything now. And yes, there’s been plenty of apps around for a while but now they’re an ingrained part of daily life for many. We’re going to see more brands wanting a slice of the pie and making deals to earn exposure on other, highly popular apps.

4. Social media influencers gain more influence 

Every brand with a website has a content strategy and social media networks are full to bursting with content producers fighting for visibility. 2018 will see more brands trying to increase their visibility and grow their own influence by capitalising on established influencers who have already built an audience and a reputation.

5. Micro-moments 

Micro-moments are when a person goes to their device to act on a need – to know, go, do or buy. The brands that spend the most time trying to learn, understand, and capitalise on micro-moments are going to have the highest levels of success.