2018數位行銷趨勢你抓住了嗎？6個重點讓你不再迷失方向！

28 6 月, 2018 marketingtrendtw 跨際數位New新聞 556

2018數位行銷AR情境運用，IKEA用AR幫助使用者選擇他們適合的傢俱

跨際數位行銷最新知識，數位行銷今年大家都在討論什麼，過著過著今年也過了一半，有什麼未來的趨勢我們也該多注意呢？ 讓我們一起來瞭解吧！

1. 更多的擴增實境體驗(AR)

今年各家國際品牌都開始把注意力轉移到AR的使用情境上，透過AR的技術，讓消費者能夠在他們習慣的環境下，體驗產品的優勢與特色，幫助消費者更有效率的選出適合自己的產品，像是IKEA就讓他們的椅子能夠直接讓顧客“試擺”在家裏，不用到買了以還才突然驚覺這個椅子跟家裡的環境格格不入，是不是很方便呢。

數位行銷AR情境運用，2018年IKEA用AR幫助使用者選擇他們適合的傢俱

2.原生廣告(Native Ads)

原生廣告暨上年來持續維持強勁的成長力道，根據NAI(原生廣告協會)預測，原生廣告將在2018年正式超越一般數位廣告，登上龍頭寶座。而根據Business Insider期望，原生廣告將於2021年突破紀錄將佔全美74%的廣告金額（相較於2016年只佔56%)，其實從目前社群媒體中蓬勃發展的內容形式來看，原生廣告在未來的高度發展是可以預期的。當明年在編列預算的時候，或許可以將原生廣告考慮進去喔！

3.手機影音(Mobile Video)

手機影音不管對內容創作者或是廣告商來說，無疑是這幾年最夯的流行趨勢（由如雨後春筍冒出的Youtuber就可以看出） 不過不同的是，今年社群平台大佬Facebook所推出的即時串流影音“Stories”獲得高度關注與成功，更有研究報告指出，從2019年開始，影音更會佔據全世界網路80%以上的流量，所以不要遲疑，拿起你的手機，開始拍攝吧！如果想要更好的品質，其實目前在台灣也有很多數位行銷公司提供不錯的影音品質，而且合理的價格。

影片行銷可以幫助品牌傳遞有價值的內容，尤其是手機與平板的影音瀏覽量更超過PC許多

4.使用者原生內容（UGC)

現今顧客可能不太相信品牌所喊出來的口號，但是對於曾經使用過你們產品的人所做出的評論，倒是挺願意相信的。 你有沒有注意到哪個粉絲最長跟你互動？（在粉絲團內的同事與親友不算），又或是發現哪幾個部落客/粉絲團主的客群跟你們所想要鎖定的顧客非常相近？ 將你們的產品寄給他們試用吧，並且邀請他們在試用完後如果覺得好用的話，花點時間幫你寫一篇介紹文分享給他周遭的人。 相信不管他們的流量高低或是有不有名，都比業主自己空喊的口號來得要有說服力。如果自己真的太忙，也可以考慮找行銷公司代操（可參考跨際數位行銷的網頁）

5.數據化個人行銷持續發酵

以數據為趨動的個人化行銷漸漸變得越來越重要，在對的時間與對的地點，透過客製化的內容對顧客溝通你的產品優勢，放過那些本來就不屬於你的顧客們吧～ 身為行銷人你應該要知道”if you try to sell to everyone you end up selling to no one”

 

6.情感行銷 當產品超越了本身的功能，代表的不再只是一間公司，而是體現著顧客Who they are的時候，就超越了CP值的藩籬，雖然情感與故事行銷不是什麼多麼創新的手法，但是如果能夠呼應現下大家關心的議題，往往還是能夠發揮出超出預期的威力。 像當Nike就拍攝了一支影片，內容提到了大家最關心的政治/兩性/騷擾問題，並且巧妙的與他們的品牌精神做串連，順利的在市場上引起一波注意與風潮。

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