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What's Hot and Not In Digital Marketing 2018

   NEWS / 22 Jan 2018

2018 has finally arrived, and with it, a shift in digital marketing. New trends that peaked in the end of 2017 are arriving with a bang and with the aim to take over the new year. It’s not too late to address and plan for the year ahead but companies need to now pay attention to all the latest trends to ensure competitive lead. This year, digital marketing is looking to make businesses (including SMEs) more visible by reaching larger and wider audiences. Innovation and interaction will no longer just be an option and voice search marketing will be the king for large enterprises. Here are the hot’s and not’s the marketing team have predicted here in Why Media for 2018.


Integration of Augmented Reality into Social Media

With the integration of augmented reality into smartphone devices, such as the new iPhone X, and even into emoji’s, it only makes sense that this will be heavily integrated into other digital platforms such as social media. Augmented reality is an engaging and innovative way of communicating with consumers. Mobile apps such as Pokemon Go pioneered with this and big brands such as Facebook, Google and Instagram will most certainly join this new year. It will be very interesting to see how these new features will be used for commercial matters by businesses.

Growth in the use of Targeted Ads

Despite the great ethical debate in 2017 due to the increase in the ads served on a daily basis on different digital platforms, businesses are becoming more creative in the ways these ads are showcased. In 2018, ads will become more specific, more targeted and more interactive. We have seen a great increase in video ads and this will largely grow in the year to come. Social media platforms such as Facebook, LinkedIn and Instagram are bringing in new ways in which these ads are displayed and businesses will most certainly be benefited through investing in digital adverts, it will only be about who does it best and most creatively.

Say goodbye to Free Reach on Social Media

Facebook is shifting to a fully paid platform for companies. The digital giant has already began to eliminate all company social media posts in some countries from the News Feed over to Explore, a secondary stream only for business updates. If your business wishes to reach their audience through the News Feed it will most certainly have some cost. However, Facebook continues to be a great platform to target the right audience at the right time with precision, so investing in social media costs will most certainly be money well spent.

Fall of Twitter and the rise of LinkedIn

While almost all social media platforms showed steep steady growth in 2017, Twitter failed to follow. The social platform changed the character count from 140 to 280 with the hope of reviving the user base numbers but with no great success. Meanwhile though, LinkedIn brought great numbers of improvements to the platform, especially when it comes to how businesses advertise. In 2018, the professional platform will be welcoming new features mainly targeted to company sales teams with improvements in lead collection and InMail. Great things are expected of LinkedIn in the new year and we are very eager to find out more!

Professional Live Videos

Live videos offer great benefits to businesses who are eager to improve communication with their customers. People no longer want to see shaky, selfie-like live streams, but professional live streams with good quality image and movements, this is why in 2018 businesses need to be open into investing into marketing professionals who understand how to achieve the best possible live video.

Conversational User Interfaces and Voice Marketing

Voice search was king of innovation in 2017, with Google, Amazon and Apple releasing their on voice search pods. It was immediately obvious that voice marketing and conversational user interfaces arrived to stay long-term. According to Google, 20% of its mobile queries are searched through voice control and the use of chatbots have rapidly increased over the past few years. Marketing spend on voice-powered digital assistants is predicted to reach $19 billion by 2022 , businesses will create content that will be easily searched via voice search and advertising will most certainly also move on to non-traditional places. This brings great opportunity for businesses to engage with customers as conversational interactions allow natural communication for customers that are looking for information or entertainment.

Marketing Automation is becoming less effective

Marketing automation is an easy way to manage they way and the extent in which businesses communicate with their customers, however, relying on it heavily makes a brand feel obviously inhuman. In order to be ahead of competitors in 2018 brands need to maintain and show a human factor, whether it’s in social media, email marketing or advertising, at least 50% of the time. Making your customers feel like  the only one rather than one in a million is the way forward in 2018.


Video Marketing

We all know by now of the importance video marketing has been gaining in the digital marketing sector. It is becoming the most popular and effective of content for businesses online, and mainly on social media. It’s an easy, engaging and creative way of getting the brand message across as the attention span of customers continues to decrease. Creating a quality, creative and engaging video in 2018 will be the marketing activity with highest ROI for businesses.


Sinead Nelson Artano, Junior Account Manager at Why Media comments:

“Technological advances and customer behaviour have made the scope of engaging and interacting with customers digitally boundless, and only businesses that truly focus in nurturing and developing these communications in an innovative way will succeed in 2018.”



County Square Shopping Centre

Social Media Management

Located in the heart of Ashford, Kent, County Square shopping centre offers a friendly welcome to visitors from across the county and further afield. With more than 50 shops alongside cafes and restaurants, County Square is the local, relaxed choice for the community.

Since Why Media were appointed as the social media managers for the centre, the account has seen phenomenal growth in group numbers of over 1800%.


Bovis Homes

Stanton Cross Website

Bovis Homes build some of the best new homes in the UK that are great places to live. Stunning new homes and apartments for sale right now.

Why Media were commissioned to design and build a bespoke website for the Bovis Homes Stanton Cross development. Stanton Cross is a brand-new community in the heart of Northamptonshire on the eastern edge of the historic town of Wellingborough. The website provides an engaging platform for the development and location information.


The Heart Shopping Centre

POS Design

Why Media manages and promotes the Heart Shopping Centre Kids Club events. The POS creative for the events is displayed throughout the centre in advance of the event and is also provided in all required formats for the website, social media and advertisements.


Goldschmidt & Howland

Bespoke Website Design & Development with Property Feed Integration

Goldschmidt & Howland are North West London's Leading estate agent and letting agent servicing Hampstead Garden Suburb, Belsize Park, Kentish Town, Little Venice, St Johns Wood and more.

Why Media created a brand new bespoke website for the company to enhance their online presence, modernise the design of the website and ensure the site was optimised for search engines.


ACAI Group

Branding & Corporate Stationery Design

Why Media were delighted to launch the new brand identity and website for ACAI Group, a property investment company with a number of high profile commercial, retail and land assets across the UK.

These assets include 8-10 Grafton Street in Mayfair, The Heart Shopping Centre in Walton-on-Thames Surrey and, the flagship store for high-end retail brand Dior on the prestigious Bond Street. The objective of the branding and creative element of this project was to inject colour, depth and a story behind the brand identity and overall messaging of ACAI (the initials of which represent the three owners of the company). Following completion of the branding process, Why Media delivered a full stationery package including business cards, letterheads and compliment slips and a comprehensive set of brand guidelines, ensuring the brand identity and reputation are protected through a stringent set of ‘brand rules’.


Go Epsom

Campaign Branding

Go Epsom is the campaign created for Epsom BID. The colourful and vibrant campaign branding was created to promote the town of Epsom, Surrey.

The colour palette and facets were selected to reflect the individual aspects of the town such as shopping, dining and entertainment, while still working together as a whole to form the brand identity.


Rivera Property Consultants

Branding & Corporate Stationery Design

Rivera Property Consultants is a leading company offering Property Sourcing, Sales and Lettings Management, Interior Design and Development.

Why Media were approached by Mr. Rivera, a property agent with over fifteen years of experience in the London Property Market, to undertake a full branding and website design project for his newly established business. The branding was crafted to present the company as high-end, professional and established. 


Larkfleet Homes

Larkfleet TV Video Production & Marketing

LarkfleetTV creates engaging content to promote the Larkfleet Group housing developments. Why Media plans, films, edits and promotes the videos for the company, helping to drive sales and raise the company profile.


Woking Shopping Centre

WokingTV Video Production and Promotion

As a leading regional shopping centre destination Woking Shopping needed to join up a number of platforms to help highlight new retailers and restaurants at the centre as well as a new market area.

Why Media produce monthly videos for WokingTV, and manage all elements including storyboards, planning, filming, editing, video promotion across social media and integration into the website.


The Heart Shopping Centre

Magazine Design, Print & Distribution Management

The Heart Shopping Centre magazine is distributed every 6 months, delivering a Summer issue and Christmas issue. The magazine has been crafted to entice customers in the local area to visit the centre. The magazine is updated with each issue to tie in with the branding, event creative and any campaigns that are running and has proven to be a great success.


Blue Whale Capital

Bespoke Website Design & Development with Custom API Integration

Blue Whale Capital approached Why Media in a quest to create a modern, functional and tailor-made website with a partner they could work closely and honestly with for this project and their future design and marketing needs.

The website is functionality focussed and incorporates a bespoke API to allow visitors to invest directly through the website. Each call-to-action has been carefully considered to enhance the user journey and ultimately encourage visitors to invest with the company.