Few things evolve faster than the Internet. Not so long ago it was something of the Schools Mailing Lists future and now we have it even in our watches. In just a decade we have gone from web pages that hardly allowed interaction to complex social networks where users are the ones who generate the content. All these changes, have turned the world upside down, and also advertising. In this constant change we must consider how Digital Marketing will evolve in 2018 and, if you allow me advice, you have to be constantly recycling in this field since the rules of the game are in a recurring evolution.
In 2017 we saw some important changes: the mobile was consolidated as the main platform to connect to the network, advertising spending in the network exceeded, for the first time, linear television, in addition to seeing important changes in legislation, such as the end of the neutrality of the network in the US and the very heavy fines imposed on Google by the European Union, which also has Facebook in its sights.
The duopoly will remain but with important fissures
And is that Google and Facebook have become the two main platforms to advertise on the network, bringing together between only two companies 63% of the revenue from digital advertising. However, some of the events of last year will have consequences in this, such as fines to Google or the fiasco of Facebook when he had to recognize that many of the metrics he had offered in recent years were incorrect.
In addition, it remains to be seen what effects the new algorithm of the Facebook news feed will have, which will only show the activity of your friends at the expense of the pages. It remains to be seen if this will also affect the promoted publications, but it could be a space in which Amazon, Microsoft or Twitter could recover ground.
The laws of the USA and the European Union go in opposite ways
While the European Union has taken an increasingly rigorous position in terms of data protection and privacy. In the US, however, we have seen how the neutrality of the network has been repealed. This means that any company that wants to work in both markets will face an Internet very different on either side of the Atlantic: m hile in Europe, Google can be fined for promoting their service s over others in your browser, In the United States, operators will have the right to favor the traffic of some pages over others .
This, and the different way of managing user data, will make the campaigns have to be focused in different ways, especially those that are aimed at achieving .
An increasingly personalized advertising
The difference in the American and European legislation on data will be very important because the tendency is that every time the advertising will be more and more personalized.
It is something that we have seen for years and that will accelerate during 2018. Until now Facebook and Google took a huge advantage to the rest because they were the ones who had more information about the users, but Microsoft and especially Amazon are approaching very quickly. In addition, the new American legislation introduces a new player in this field, with almost more power: Internet operators .
The operators will go from being the board to being players
In the United States, Internet operators have become major threats to Google. Last March the Senate passed a law that allows them to sell data of their users even without permission . The end of net neutrality , in addition, will allow them to favor some services over others (for example, that Netflix works better than Amazon Prime Video). This will turn them into real monsters of online advertising.
For now, only in the US, the European Union does not seem to follow the same path, but ignoring that America has always marked the trend of everything that happens on the Internet is absurd, so we will not soon hear voices asking in Europe, the same thing that the Trump administration has approved.
The retargetring will not die
The abusive use of retargeting techniques has given a lot to talk about during the last year, and that is that many users felt very uncomfortable when they began to receive advertising of products they had searched, feeling in many cases harassed.
To such an extent that Apple added to its new operating system for computers, MacOS High Sierra, a system to prevent tracking. All this has led many to speculate that we were before the end of this ancestral digital marketing technique. However, in the past we have already seen how similar predictions have ended up in nothing, so that changes in this terrain can hardly be seen.
On the contrary, with the advance in artificial intelligence the techniques of predictive advertising will improve, with which this year we may not only not see the end of retargeting, but we will see how its possibilities increase considerably.
These are the five key points that, I believe, we will see in this 2018.