Globally, voice searching accounts for 20% of online searches and, according to the Digital Agency Network website, it will become a key part of users’ journey with brands in 2018. Other trends to look out for next year include a rise in influencer marketing on social media, but with more niche influencers and not big-name celebrities. The trend-spotting network also believes content will become more genuine in 2018, “abolishing the airbrush with a surge in live videos and real-life content”. Marketers must become more adept at understanding and capitalising on micro-moment consumer experiences: people check their mobile devices more than 100 times a day.

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