Mobile technology has shown to be a key influence for global brands that need to interact and engage their clients on the spot. But the most remarkable thing is the conception of micro-moments, which has driven most people to reach out for mobile smartphones.
As per Think with Google, nowadays 96% of clients tend to use their smartphone devices to find information instantly with a few clicks.
From searching for a local business, ordering a discounted gadget from Amazon or tracking a DHL package, these micro-moments inspire users to get hold of their phones to accomplish a specific task anytime, anyplace.
With more spot decisions made than ever before, in 2018 we anticipate a significant increase in micro-moments, where brands are critically expected to provide consumers with reliable information upon instant request.
Focus on Video – Visualization
With 55% of people watching videos online every day, whereas online video counts 74% of all online traffic, there is no doubt that video has become one of the most performing digital marketing techniques in recent years in terms of engagement and conversion rates.
As we reach 2018, demographics state that video demand is drastically growing, with more people watching video content mostly within search engine and social media networks.
Within an expanding competition of video demand, new approaches have already started being developed to tackle this challenge. Facebook has already launched a new format of video advertising with 6-second ads developed precisely for advertisers that seek to take advantage of the high video demand and capture public attention in six seconds or less with tiny straightforward video content.
During an earnings report announcement earlier this year, Facebook’s CEO Mark Zuckerberg has clearly stated his company’s intentions to revamp video advertising on the platform, including a greater impact on short-form ads. This change towards short-format video advertising content is also being acknowledged by leading technology and social media platforms like Twitter, SnapChat, YouTube, and Google.
Native advertising can be formed in different ways to grab the attention of the audience, by showing valuable advertisements relevant to the content without interrupting the user.
According to Business Insider, by year 2021, native advertising will drive 74% of all ad revenue with total spending up to $36 Billion with metrics on native ads getting 20-60% greater than usual banner ads.
In 2017, mobile channel reckoned 59.9% of all internet traffic, leaving desktop users behind with just 40.1%, meaning mobile native advertising is the next thing that seems to grow even more in 2018. According to MMA (Mobile Marketing Association), mobile native ads were given three times more attention from users than the typical banner ads.
Because of that, most brands seem to take advantage of native ads when performing their marketing campaigns across all channels, particularly in the mobile.
Social media has also shown to be an effective method to run native advertisements to large audiences and will most likely still dominate in 2018.
Chatbots – AI Personalization
For the last years, every business has a standard website where it’s always expected to bump into a live chat window that is used to engage with the visitors.
When operated properly, live chat technology can help a business to shift visitors to the bottom of the sales funnel. But, what if a request was not handled immediately? What if the live chat service was offline and visitor was asked to drop their email address until a representative replies back the next day? In that case, most likely, the business will miss an actual client and fail to grasp sales profit due to lack of attention on the spot. That’s where ChatBots come in!
In short, ChatBot is a computer program that interacts with people through text messaging. Using advanced Artificial Intelligence (AI) technology, chatbots are nowadays able to recognize the content of client’s requests and inquiries and respond back to them like humans do.
Whether on an e-commerce website or social media application, when a message conversation is initiated, a chatbox can automate and enhance customer communication, offering an excellent way for a business to provide improved customer service experience and collect extra behavioral insights.
With messenger apps grabbing the attention of the end consumers mostly in the social media space, more and more enterprises have already started using chatbot technology and integrating it into their chat systems, including Twitter, Facebook and Instagram’s direct messaging platforms.
Yes, we all hate robots – but whatever comes to mind, by the year 2020, ChatBots will manage 85% of all customer service interaction. That being said, companies are already in the process of implementing their own automated customer-service programs meaning that, without doubt, year 2018 is the rise of the ChatBots!
If you’re looking forward to improve your digital marketing strategy or find out how we can help with your next project, get in touch with our marketing experts.