For a hard-working marketer, what would the new year be without predictions about trends in ad transparency, generational targeting and voice search? Too dreary to even contemplate! So, we present our predictions about these and other digital developments that will matter to marketers in 2018.

1. © 2018 eMarketer Inc.
Key Digital Trends for 2018:
Our Predictions for What Will Matter
to Marketers
January 18, 2018
Made possible by
Mark Dolliver
Principal Analyst

2. © 2018 eMarketer Inc.
No. 1: Let’s Be Clear
Our prediction: Social ad transparency will become
a big deal, whether advertisers like it or not.

3. © 2018 eMarketer Inc.
The impetus
behind more
transparency
in social ads:
Consumer
trust has
taken a hit
due to news
of Russia’s
meddling in
the election
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4. © 2018 eMarketer Inc.
No. 2: Listen Up
Our prediction: Voice search will become too
popular for marketers to ignore—or to get wrong.

5. © 2018 eMarketer Inc.
Growth during
2017 has
voice search
poised to be a
widespread
consumer
practice in
2018
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6. © 2018 eMarketer Inc.
No. 3: Get Real
Our prediction: While virtual reality will show some
growth, augmented reality will become mainstream.

7. © 2018 eMarketer Inc.
“We’re bringing it to mainstream.”
–Tim Cook, Apple CEO

8. © 2018 eMarketer Inc.
The diverging
paths of AR
and VR
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9. No More
Digital Guesswork
Brigitte Donner
VP Marketing, Optimizely
San Francisco, CA
DRIVING INNOVATION
THROUGH EXPERIMENTATION

10. “Our success is a function of how
many experiments we do per
year, per month, per week, per
day.”
Jeff Bezos

11. Experimentation is the Next Great
Business Transformation

12. “Our success is a function of
how many experiments
we do per year, per month,
per week, per day.”
“Instead of saying ‘I have an
idea,’ what if you said
‘I have a new hypothesis,
let’s go test it.’”
“Our company culture
encourages
experimentation and
free flow of ideas.”
“One of the things I’m
most proud of, and I think
what is the key to our
success, is this testing
framework we’ve built.”
Experimentation is the
Next Great Business
Transformation
Jeff Bezos Larry Page
Mark
Zuckerberg
Satya Nadella
The Surprising
Power of Online
Experiments

13. Digital Experience Optimization:
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OUR SOLUTION

14. 26 of the fortune 100 have chosen Optimizely to drive their digital experience
We’re Proud to Work With Great Global Enterprises

15. Experimentation is the Next Great
Business Transformation

16. MATURITY
BENCHMARK
NEXT STEPS

17. © 2018 eMarketer Inc.
No. 4: Stay Focused
Our prediction: The marketing world’s attention will
shift to Gen Z (thus, away from millennials) at just the
wrong time.

18. © 2018 eMarketer Inc.
Millennials
are becoming
homeowners
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19. © 2018 eMarketer Inc.
No. 5: Privacy Shift
Our prediction: Hacks and breaches—plus new law
in Europe—will finally start to change the digital privacy
landscape.

20. © 2018 eMarketer Inc.
“The right to protection of personal data …
the right to be forgotten.”

21. © 2018 eMarketer Inc.
Consumers
doubt that their
data is secure
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22. © 2018 eMarketer Inc.
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Mark Dolliver
Senior Analyst
Key Digital Trends for 2018:
Our Predictions for What Will
Matter to Marketers
 US Social Trends for 2018: eMarketer’s Predictions for the
Year
 Canada Trends 2018: Five Things to Watch for Next Year
 Western Europe Digital Trends for 2018: GDPR,
Harmonization, the On-Demand Economy and Voice
 Q4 2017 Digital Video Trends: Monetization, Audience,
Platforms and Content