Five useful trends to help digital marketers in 2017
By The Telegraph Media and Tech Connect community
1. Digital talking back
Emily James, chief strategy officer, RKCR/Y&R
“2017 will be the year when digital will start ‘talking back’. It will be when marketing gets so personal that it seems to know what we’re thinking. From chatbots to virtual assistants, conversations with robots will increasingly become a part of our everyday interactions with brands.
“The best will have brand personality designed into them, but as machine learning progresses, robots will become increasingly fluent at speaking ‘human’. If you’ve ever taken a Facebook personality survey, don’t be surprised if you’re soon served up digital advertising that seems to read your mind with uncanny psychological accuracy.
“Data services business Cambridge Analytica helped the Trump campaign target individuals with adverts designed to match not just their political views, but their personality type. For example, if you’re a gun-owning nostalgic type, you would have been served an ad showing a father and son hunting.
“If this approach helped Trump win the White House, expect a lot more brands to start taking a more personal approach to communications.”
2. Live streaming
Ben Lunt, executive digital director, BMB
“Two things have always been true of digital. First, the internet is a tool for talking about what’s happening in the world right now. Second, the interest in what’s happening has generally reduced as people are given more ways to talk about it.
“Recent product innovations from Facebook, Instagram, Snapchat and so on have focused on reducing that gap to as close to zero as possible, such as Periscope and Facebook Live.
“Broadcasters have known this for a while, but in a world in which we’re all drowning in content, being ‘live’ has a lot of currency. When a viewer has a million options around what to watch, knowing that the moment will be gone if you don’t watch something immediately helps to make the decision for you.
“With the exception of Red Bull, no brands have fully capitalised on this yet. But the infrastructure is now fully in place to give them reach and engagement. With users becoming more used to the concept, it makes the opportunity worth a brand’s while. In 2017, someone will create something big, unmissable, and real-time. The rest will follow.”
3. Web TV
Dan Calladine, head of media futures, Carat Global
“Many people now have the ability to put video from the web onto the biggest screen in the home, thanks to devices such as Google’s Chromecast and Amazon’s Fire TV Stick.
“Big and small players can now easily get involved. Gaming company Toca Boca became a global kids’ TV channel overnight when it introduced video to its app. Twitter and Facebook have both made apps that allow users to put videos from their feeds on to the TV, including Twitter’s live NFL games.
“This new technology also brings a return path; Mr Porter has shoppable videos on Apple TV, and Facebook is experimenting in the US with putting ads, using its own targeting, on platforms such as Roku. It seems likely that 2017 will see this arrive in the UK.”
4. Content that’s even more personal and relevant
Reeha Alder-Shah, managing partner, DARE
“One of the biggest digital marketing trends for 2017 will be the rise in brands trying to create content that connects with audiences in more personal, relevant ways.
“This won’t come from a new piece of technology, but through brands and marketers simply using data better. Spotify’s recent campaign used its own data and combined it with user listening habits and real world events to create adverts featuring hyper-localised facts specific to different countries and cities. For example, a UK poster read: “Dear 3,749 people who streamed It’s The End Of The World As We Know It the day of the Brexit Vote, Hang in there.”
“The brand showed the true power that comes from blending data and culturally-relevant content to showcase products in a meaningful way. There’s potential for other brands to follow suit. From retailers to more traditional brands, take the data that you collect from your customers, and use it in your campaigns to create more personal, meaningful connections with them.”
Amy Cole, head of brand development, EMEA, Instagram
“Video on mobile is one of the biggest trends we’ve seen this year, and we expect it to grow in 2017. It’s essential that marketers think about mobile first and foremost – including the consumer mindset, how the format works and what the messaging should be.
“Being on mobile means that brands can be targeted in their approach. It used to be the case that you had to run brand awareness and direct response ads on different channels. Now, in the digital era, it’s possible to run brand and performance campaigns on the same channels and measure impact.
“Regardless of evolving digital technology, how brands engage with audiences comes down to the same core marketing principles: define your objectives, be consistent and relevant in your messaging, and measure impact against your business goals.”
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Article originally posted here.