Every year appears to bring a fresh whirlwind of change in the online and digital World.
Last year, social media grew to become more powerful than ever, dictating the news and shaping our public perception as well as discourse. Chatbots and Artificial Intelligence (AI) began to gain real traction and are opening entirely new roads that will enable brands to reach online customers. On top of this, the move towards mobile continued to move forward at quite a rate, with everything from ordering food to booking a holiday now processed mostly on smartphones and tablets.
Marketers are moving quickly in an attempt to keep up, and 2017 is sure to bring even more seismic changes in the online landscape. Here are two (of many) trends we believe will contribute towards shaping marketing this year:
Brands will utilise the rise of chatbots to stay useful and relevant
Chatbots are an exciting development, but brands need to provide relevant information to utilise this channel successfully. Consumers are growing a bit tired of so many differing message options, and chatbots need to display real value and prove their worth before being welcomed.
There are already signs of this in the retail sector: Nordstrom has launched a chatbot on Facebook Messenger and the Kik, in a bid to help shoppers find the correct gifts.
This year, it is expected that many more large companies will opt to use chatbots as a way of connecting with customers, as well as a method to offer more personalised, relevant ads. According to a survey, 80% of marketing leaders are using chatbots today, or will be using chatbots by 2020.
Brands will prefer quality over quantity in digital video audience
Saying video is on the up is a vast understatement. It is predicted that video will make up 82 percent of all online consumer traffic by the year 2020, up from 70 percent 5 years earlier.
When marketers first started taking advantage of video, their motivation was to acquire as many sets of eyeballs as possible. The volume of views mattered much more than conversions. However as video channels proliferate, brands need to improve their success measuring capabilities.
For the coming year, we believe marketers will become much more strategic regarding the audiences they wish to target. Instead of aiming for 60 million views, they’ll be happy with hundreds of thousands of consumers who are much more likely to actually want to buy their product at some point in the not too distant future. This would benefit both consumers and marketers.