The Selligent marketing platform update on trends to monitor in 2018 on digital marketing. On the menu: more customization, the specter of RGPD and ARTIFICIAL intelligence, among others.
At the dawn of the new year, it's time to reflect on trends, tools, best practices that marketers will have to adopt and implement to continue to offer a consumer-centric marketing. Selligent today unveiled its 8 digital marketing trends to follow in 2018 and a Joker trend that should be central to the debate.
Digital Marketing Trends 2018
1. L’hyperpersonnalisation, un must
With the approval of consumers, increasingly savvy in data, brands extract rich online behavior data fingerprints of users. They are more likely to exploit in new ways, to always adapt better to the specific needs of each user. Technology and biometric access will become the norm, with spearheading facial recognition the latest iPhone, consumers, therefore, expect that brands innovate to create experiences tailored fully customized in 2018.
2. The live video coverage and online events become core marketing tools
Although streaming video represents 75% of online traffic (KPCB), live video offer, at present, the highest value for marketers. The numbers are clear: consumers spend three times more time watching live videos of prerecorded content (Facebook) and 82% of them prefer to live brand videos to other social media formats (Live Stream). But we must ensure upstream effective communication to the attention of consumers to inform them of the event and will not hesitate to trigger mobile alerts when direct is about to be put online, to maximize the number connections.
3. RGPD as a marketing opportunity
Consumers are willing to share personal data provided to get a better experience and brands will have to take up the challenge! The General Regulation on Data Protection (RGPD) in the EU, which will come into force in May 2018, has raised the bar for data security. Rather than fear the new regulations, brands can use to strengthen their customer relationships. The principle of transparency in the integrated RGPD offers the opportunity to gain consumer confidence - and win against competition - creating transparent data collection policies. Meanwhile, data breaches like the recent hacking Equifax or Uber,
4. Create the usefulness to consumers with personalized mobile messages
The comfort and ease of customer experience are essential today in the interaction with the consumer. Marketing professionals respond to this trend by using the integrated mobile messages in order to best support customers at every stage of its journey Whether, through WhatsApp, WeChat, GroupMe, Facebook Messenger, Snapchat or good old SMS, over 69% of contacts through digital media spend by mobile devices (ComScore). There is no material to procrastinate on this. In view of this, marketers must design in 2018 of the customer journey first through the mobile channel based on real-time micro-moments. The major obstacle? Get the client to accept the notifications and location sharing. The condition of membership in these devices? use these tools intelligently, knowing assayed and be reactive in the event of interaction.
5. Tapping the subtle power of niche audiences
Shout loudly to broadcast marketing messages in the public square is back ten years back. In 2018, major brands find value in addressing niche audiences that will offset their size reduced by a remarkable commitment and loyalty. But it is essential to target these well-informed consumers with relevant content, rich and renewed to maintain positive and lasting relationships.
6. Mastering social marketing and fee native advertising
The era of unlimited commitment (not paying) public on social networks is long gone. Facebook has curbed the organic scope, marketers should identify budgets to stimulate publications or appear on the Facebook newsfeed. Creativity will be key, to create interest and commitment, whether by attracting the audience by video events live or designing advertisements in Facebook Messenger. In 2018, the key will be to blend in the table with native ads, including search ads, the sponsored ads homogeneously of advertorial content or embedded ads. The quality native ads work well they indeed offer a click-through rate four times higher than conventional ads on mobile devices (Polar). The key here is to offer real-time relevant experience and hyper-personalized via all channels, based on consumer intelligence.
7. Spread the message on its own channels
Consumers are informed of new content through social networks and mobile notifications, place of publication of this content becomes less important today. As long as the content is "searchable", relevant and useful, users will find it. In 2018, it is likely that brands withdraw more value by publishing on their own channels - website brand, online business platform, blog, mobile - on third-party sites. Three factors explain this development: first, the content published on the brand channel "live" naturally click away from the conversion (online shopping portal, etc.); Second, the brand-specific channels allow customization for each consumer, such a dynamic website adapted to the purchase history or the path to the site; Finally, all data on the behavior and customer preferences as well belong to the brand, not an application or third-party social platform.
8. The artificial intelligence to respond in real time to consumer needs
Last trend not least ... On the latest technology, artificial intelligence will become increasingly accessible. According to Salesforce, industry players predict an increase in the use of AI by 53% over the next two years. Integrated with platforms of engagement, IA brings a level of relevance and unique personalization contained automatically generated. Instead of having to explore multiple streams of data, the AI will determine in real time the best channel and the most relevant messages to a consumer. More generally, the AI will profoundly change how to design the customer experience. In the words of Nick Worth, Chief Marketing Officer at Selligent "In the near future, the customer experience will not be pre-designed and static. It will be possible thanks to the AI, track customers and respond to their real needs. "