Marketing is the process of teaching consumers why your product or service is better than the competitors. When it comes to business, marketing is everything the consumer encounters, whether that be advertising, customer service or follow-up care. But the key is determining the right method for the product, service, or company.

Here are three marketing trends that are poised to flourish in 2018.

AI, Marketing, & Data-Driven Personalization

Out of all the marketing tactics, AI is forecasted to have the highest growth rate in the next two years. The expected rise is driven by the idea that marketers will accomplish tasks more efficiently at a broader scale with the use of AI. In 2017, a number of platforms used AI to collect and store information like site usage, browsing patterns and content preferences to create customer marketing strategies that focus on generating custom messages.

In 2018, it is expected that AI software will analyze data startandstop campaigns across different channels and create custom content to target perceived personalities. This will allow marketers to engage more effectively with their consumers and prospects since customers respond well to marketing they view as being targeted specifically to them.

AI makes marketing more efficient, boosts productivity and offers more profound insights; over 64% of firms using AI technology say it has considerably increased their efficiency.

Influencer Marketing: Micro V.S. Macro

What exactly is ‘Influencer Marketing? It is the process of Identifying, researching and engaging the people who create conversation impacting a brand, product or service. The popularity of influencer marketing has grown substantially over the past few years. In fact, 84% of marketers planned at least one influencer campaign in 2017. According to Inc.com, businesses receive $6.50 for every $1 invested. Not to mention that almost 95% of marketers believe an influencer marketing strategy is effective.

Up until now, macro-influencers have been concentrated on as they have a more extensive following; however, the focus is quickly shifting. On average, micro-influencers charge $270 to share a sponsored post, whereas macro-influencers charge around $800 on average. What’s more, micro-influencers have a higher engagement rate in comparison (2.75% vs. 2.65%) because audiences tend to find them more authentically human.

Downfall of Twitter and Rise of Other Platforms

Fact is that 2017 was a tough year for Twitter, and according to multiple marketing sources, 2018 won’t be any easier. Last year they focussed heavily on user acquisition, but Twitter failed to grow its base. By expanding its character count from 140 to 280, the platform hoped to revive its following. The success of the change is yet to be seen, while some users have complained that it was one of the site’s most significant differentiators. Twitter’s focus was detached from their ad platform causing marketers to seek other platforms for advertisements.

Simultaneously, LinkedIn made multiple improvements to its advertising platform, offering a refreshed user interface and opportunities for B2B and B2C brands. Instagram is also continuing to grow as their stories become more popular, attracting users from Snapchat. In 2017, Instagram announced that an estimated 800 million people use the site each month.