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Publisher update


2017 was a year of big changes for AdMarula as we replaced our old tracking system with a more modern one. We would like to thank all of you for your patience during the transition, as working in two systems is not always easy. Now that all that is behind us, let’s look at three digital marketing trends that could well be the key to your success in 2018.

Live video

Live videos are becoming more and more popular on social media and it is quite common nowadays to receive live video notifications from various social media friends. The great thing about this is that it’s an interactive experience as users can share their comments in real time. Some social media platforms are also sending notifications to their users if one of the people they follow is going live with new content. These broadcasts are generally prioritised so they stand out compared to any other shared content.

Live videos are already available on Facebook, Instagram, Periscope and YouTube (live channel) for example. Businesses and publishers alike could (and should) definitely try to use these features as part of their social media strategy.

Story telling on social media

Snapchat started it and was closely followed by Facebook, and recently Instagram and YouTube. Story telling is a new and fun way to share your day’s stories online. Stories generally contain photos and videos taken during the day, which are in most cases only available for a certain amount of time. This helps create a certain feeling of “FOMO” for the unlucky ones who did not get to check the stories in time. Publishers and marketers alike can use these features themselves in order to promote their blog or their brands in a new fun interactive medium.


Artificial intelligence is definitely still part of the growing trends in 2018. AI’s are used on many levels – everywhere from voice recognition to messaging and marketing automation. AI’s can be used to personalise the user experience. This can apply to content marketing with the use of data presented to the readers based on the personal data available.

Part of this growing trend, Chatbots are currently being used to interact with clients based on the data available and can reply to most questions as long as, again, the data is available. The most interesting Chatbots are the ones which function using machine learning. The Chatbots can “learn” the answers from previous customers’ interaction and does not depend only on predefined answers or canned responses set up in a system.

Machine learning algorithms can also be used to automate some tasks that are taking too much of your time. Segmenting a database depending on certain criteria, sending emails/newsletters to your base depending on available data.

And of course, we are not forgetting mobile, which is still growing year on year. But most marketers and publishers will, by now, have already integrated mobile as part of their standard strategy.

The good news is that these trends are not difficult to implement with a proper plan and some creativity.

Wishing you a successful 2018.

Caroline Pourteyron – Head of Operations

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