I find that the Top Trends list could be quite useful when building your digital marketing plans. They often look back at what worked, and what was previewed for the upcoming year. They also provide some insights into what will be on the radar of most digital marketers, and how to best position yourself to take advantage of the opportunities.
Very often, these trends can become an impediment, but if you view them as a way to learn what not to do, rather than feeling that you have to execute against each new piece of technology, then you will be in a better position to help your clients drive more leads or sales.
It looks like 2018 will be a branch of 2017, with respect to the focus of digital marketing strategies. Influencers, such as social media advocates, will continue to be a big part of the mix; videos are just getting stronger, in terms of the role they will play in messaging and communications.