It almost seems obvious by now, internet marketing budgets also grew like crazy in 2017. Especially Google and Facebook were able to profit from this again because of their dominant market positions. Because every percent of growth represents billions of euros, this growth is clearly reflected in the financial figures of both companies.
The big advertising giants did not sit still, if you look at the further development of their platforms. For example, Google AdWords launched a new interface for everyone and in mid-May the possibility to view historical Quality Score data of individual keywords was introduced. Bing, on the other hand, rolled out expanded device targeting for all advertisers, because Bing is also eager to strengthen its position in a market that continues to grow and in which many billions can be divided.
Machine learning
In addition, we saw that machine learning is a recurring theme in almost all presentations that Google gave in the past year. It is clear that Google wants to point out to advertisers that the impact of machine learning may be much greater than some now expect.
Google has increasingly experimented with options for consumers to buy products from advertisers without leaving the Google environment, such as “ Purchases on Google .” Google is also working to speed up the web by rolling out a beta for “ Ads for AMP ” in 2017.
To help advertisers better measure all the effects of their online marketing activities, Google launched the freely available ' Google Attribution ' and the In-Store Sales Measurement program. With this program, owners of physical locations can upload customer data to link offline sales to online marketing activities in Google AdWords.
The growth of mobile is of course still an annual recurring theme, which has continued again in the past year. Facebook now even gets around 86% of its turnover from mobile . It is also widely canada whatsapp number known that many users only use Facebook on mobile.
Here we saw that data was still a common thread running through the most important developments of the past year. Many advertisers worked hard to improve their insight into the right data and to steer it in the right way. Because the large parties simply have much more data at their disposal, they know more about the increasing possibilities to profit from this data. This enormous amount of data also enables them to carry out a much larger number of significant experiments.
Platforms also continued to grow strongly last year. The competition for Google is therefore increasingly coming from other angles. In the US, for example, we see that the majority of consumers already start their search for products at Amazon. The impact of platforms will become many times greater in the coming years.
What are the internet marketing trends for 2018?
1. Mobile, mobile, mobile!
In the annual trend overview, mobile really still belongs at the top of the list. The impact of the growth of mobile is so great that it runs like a red thread through almost all developments that are taking place in the market.