The Future of Marketing: 30 Experts Share Their 2018 Predictions

Personalization, video content and artificial intelligence are just some of the trends that ruled the marketing industry in 2017. This year, marketers focused on developing quality content, employing bots and connecting with customers through multiple mediums--but what trends are expected to dominate in 2018? According to Hubspot's State of Inbound 2017 report, "61% of marketers believe their organization's marketing strategy is effective," prioritizing strategies such as visual content, messaging apps and artificial intelligence. The trends that are expected to take over in the upcoming year include utilizing customized messaging and voice search, building credibility in local markets, maintaining a creative, human element in the overall marketing process and more. Top of the funnel mentality creates constant friction between sales and marketing, as well as a lack of full-funnel ownership and accountability down the chain in marketing organizations.