Effective planning for the future means having clear insight into the technologies,
consumer expectations that will define the coming year.
Digital trends that will impact digital strategies in the near future:
Voice search: A Force to reckon...
Multimedia content: Video is essential
Augmented reality: On the rise
Personalisation: and more of it
Voice search: A force to reckon...
The year 2017 crystallised the important and influence of conversational interface.
and adoption of connected speakers like Amazon Echo and Google Home was impressive and
the signs indicate that this conversational interface is going to grow rapidly in the
published by eMarketer estimates that 24.5 million connected speakers will ship by the
the year and pegs the U.S. household penetration at 13.8% by the end of 2018. Adoption
connected speakers means that a growing number of U.S. households are being introduced
the voice assistants that power these devices.
Voice assistants and chat-bots are poised to have a significant impact on the way users
with information on the web. From purely search perspective, voice assistants mean that
are presented with a single correct answer to their query, eliminating the multiple
presented via text-based search. Content marketers will have to start adapting
focus on this new way of searching if they hope to compete in an increasingly voice
More and more people will use the conversational method and get accustomed to it.
shopping websites and other commerce ventures will be put in pressure to adapt to this
people will begin to expect machines to do all the sorting, sifting and selection of
on the user’s preference.
Multimedia content: Video is essential.
By now most brands are aware that the state of digital marketing is something of a
Creating quality content is absolutely essential in order to succeed in digital
everybody churning out content will dilute the essence of the digital content and it may
work in anybody’s favour. A multimedia approach to content is necessary if a brand’s
has to stand apart from the competition. Videos are a core element of that multimedia
Time spent viewing videos on digital devices is growing every year, and it is projected
to be 1:22
per day on average in 2018 (eMarketer). For younger generations, digital video
viewership is the
norm, with 90% of millennial watching digital videos at least once per month. A handful
feature launches -- Facebook Live and Instagram Stories -- in the past year have helped
the spread of video content.
All of this indicates a demand for quality video content and an increased opportunity
advertising. In fact, eMarketer estimates that video ad spending will reach $15.2
billion in 2018,
an increase of roughly 16.5% from previous year. In 2018 many brands will look for
opportunities to create more engaging and authentic video content and some will look to
incorporate video as part of their advertising strategies
Augmented reality (AR): On the rise.
AR is the technology that super imposes a computer generated image on a user's view
real world, thus providing a composite view. Rapid adoption of mobiles and usage of the
camera has paved the way to making AR accessible to a majority of the users, and that
brands in the position of taking advantage of AR to connect with consumers in lot of new
2017 saw the launch of a handful of high-profile AR projects and collaborations. In
Swedish giant, IKEA launched IKEA Place. IKEA Place is an app built on Apple’s ARKit, a
framework that allows developers to build augmented reality apps for iPhone and iPad.
IKEA Place consumers can see how furniture and home decor will look in their home by
a product and holding up their phone to their surroundings.
Apple’s ARKit and Google’s ARcore are making it easier for developers to bring augmented
reality apps to the market. This will lead to an increase in the number of AR apps
encourage user experimentation with the technology. In 2018 brands should be looking for
opportunities to use AR to improve customer experience in innumerable ways.
Personalisation: On the rise.
Personalisation was here and will still remain the top trend in coming year. According
data published by eMarketer, Business community says personalization gives them a 10-20%
Despite the fact that personalisation has been here for long it is still the most sort
strategies. According to eMarketer, only 6% of marketers claim that their
initiatives are - advanced, versus 56% who say theirs are - in process, 28% who are just
Personalization has already become the norm. Spotify creates music playlists based on
consumers listening behaviour on the platform. Google uses our past searches to predict
we’ll want to know next. Netflix crunches viewing data to give us options in specific
it already knows we like. Today’s digital users are accustomed to personalized
they have begun to demand the same experience from all the brands that they shop and do
We can certainly expect exciting things in coming year. While brands wouldn’t necessarily go
out and invest in these technologies and changes everything at once, it’s important to stay
top of industry predictions and this are some of the trends that will become the norm.