5 new tech digital marketing trends to watch out for in 2018
It is December and I will not escape to the typical tradition of predicting digital trends for next year. What appears after analysis, is that technology is definitely ramping up in the digital landscape, playing a huge role in these new trends. Let’s focus on some of them to watch out for the new year. Their goal comes down to one thing, improving the customer experience.
1. Personalisation at scale
57% of digital marketers already use artificial intelligence (AI), a way for brands to get more from data and to provide personalised marketing. Not surprising when we know that 66% of consumers say they are likely to switch brands if they feel like they are being treated as a number rather than an individual (Saleforce study). Knowing that, marketers will want to work closer with data scientists, analysts and creatives to deliver more personalised content & ads to users. AI is projected to grow by 53% in the next couple of years (Saleforce study). The visitor experience will continue to be enhanced with intelligent personalisation on site.
2. Voice search and the end of typing
With personalised assistants like Siri, Google Home and even Amazon Alexa, 20% of Google searches are now voice activated, and according to comScore, 50% percent of all searches will likely be voice searches by 2020. Voice search queries are more conversational phrases, people ask questions in complete sentences instead of using a short keyword phrase. This makes results more relevant to users. That’s why brands which work effectively on optimising voice SEO strategies should expect peaks in traffic and better eCommerce profits.
3. Augmented reality-based content more significant
Pokémon Go led the way in 2016 allowing augmented reality (AR) to surge into pop culture. With the technology rapidly improving, AR offers a new level of engagement for users, particularly in eCommerce. Mobile devices will play a major role with opportunities for customers to interact with products in ways previously impossible without visiting a store. With Ikea’s ‘Place’ mobile app, released last September, you can see how the settee fits in your own living room and if it is the right size. It reduces the last element of buyer reluctance. No doubt that other brands will adopt it soon.
4. Virtual reality, a part of the future of eCommerce
Virtual Reality (VR) isn’t a fad any longer, global VR revenues reached $3.5 billion in 2016, with 55 million users ; $4.6 billion are expected in 2017 with171 million users by 2018 (source Superdata). The new technology is getting better and better and cheaper headsets will increase adoption. The number of VR headsets in use is expected to reach 37 million by 2020 (compared to 7 million in 2016.) It is a huge topic for modern marketers particularly for eCommerce. The advantage for the shopper to buy things with an immersive experience without leaving home is clear. Some companies have started to use it to provide virtual in-store experiences.
5. Animoji, a more ‘human’ face to the emoji digital world
Less major in terms of impact compared to the previous trends, Animoji also illustrates nonetheless the user experience at the core of digital new technology development. Apple released this feature with the iPhone X in September using a facial recognition system and 3D camera technology. Animoji are custom, animated versions of emoji characters found on iPhone that mirror your own facial expressions. Based on the success of LOLs, smileys and emojis but bringing another level of personalisation, we can bet they are going to stay.