Agencies across the world have made their digital predictions for the second half of 2017 and beyond. These predictions often shape the media we recommend, how we allocate marketing budgets and more. So, how can some of the more common predictions for 2017 influence strategy moving forward? Let's examine some of the newest digital trends and how they might effect our campaigns.
Conversations Will Lead to Conversions
The intimacy and immediacy of mobile and digital communications has made it easier than ever for brands to target their messaging. Digital platforms, especially social media, make it seem as though large brands and corporations are speaking directly to consumers one-on-one. By engaging in conversations, rather than in traditional advertising, consumers are more likely to feel a personal connection to the brand. This personal relationship makes purchasing and other conversions more likely.
Immersive Content is the New Toy
The advancements in virtual reality and augmented reality have opened new doors for advertisers. As immersive software and hardware continues to develop, so will the possibilities for consumer engagement. Look for brand video experiences to become more interactive.
Accountability is Still Key
Metrics is still the magic word. Brands will continue to hold marketers accountable for ROI. This will be true on both the business-to-business and business-to-consumer sides.
Artificial Intelligence is on the Rise
First it was Siri. Now, she has sisters: Alexa, Echo and well, Google. These smart technologies will continue to mature, making consumers' lives increasingly easier. Look for brands to continue working closely with device makers to discover the best ways to leverage AI.
Adaptability Equals Success
Perhaps the biggest truth of digital trends and predictions is that adaptability will continue to separate the successful from the unsuccessful. The more nimble an organization can be in their tactics, the better chance they will have at staying at the forefront of innovation.
As with any digital trends, following the latest and greatest tactic might give you whiplash. However, with a bit of careful planning and consideration, you'll be able to choose the digital trends that work best for you and your business.
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