The digital marking landscape continued evolving in 2018. Consumer adoption of voice assistants increased, leaving retailers to figure out how to capitalize off the conversational commerce trend. SEO is shifting from keyword targeting to optimizing for user intent. The competitive space for paid search is hotter than ever, and the emergence of marketplace ads have only complicated this strategy. Hovering above all of this is a rapid shift to a mobile-first strategy as mobile becomes the consumer’s primary connected device.