Download to read offline
Uploaded byFleishmanHillard South Africa
10 Digital Communication Trends for 2018 and Beyond
The document discusses emerging trends in digital communication for 2018, emphasizing the importance of transparency, two-way relationships, and brands taking social and political stands. It highlights the role of artificial intelligence in marketing, the utilization of dynamic data, and the significance of micro communities for brand engagement. Additionally, it addresses influencer authenticity, the merging of social networks, augmented reality expectations, and adapting content to consumers' mobile moments.
More Related Content
Similar to 10 Digital Communication Trends for 2018 and Beyond
10 Digital Communication Trends for 2018 and Beyond
- 1.
- 2. 53,492,151 If you spokeabout innovation in 2017, you were competing with this… MENTIONS
- 3. What’s next for andbeyond?
- 4. 1. Transparency • Transparencyhas evolved from a “nice to have” to a “need to have”. • More brands will see consumer loyalty increase in relation to how transparent they are. JANESEWS EVERLANE
- 5. 2. TWO WAYRelationships 5 As communication specialists, we don’t need to talk about the importance of social – brands know this now. We have moved beyond that, and the next opportunity is the communal aspect of social. Technology that is a two way mechanism and encourages continual conversation will lead the way.
- 6. 3. Political Associations 6 •Brands aren’t expected to comment on their political opinions, but this year, more brands will need to understand that their actions will represent their social standing on political matters. “There is an increasing responsibility for brands to make a social stand on things that you know your consumers care about.” – CMO, Airbnb
- 7. 4. Artificial Intelligence •Marketing companies are starting to invest in machine learning to create engaging copy, using data analytics and natural language processing. During the testing phase, brands have already seen a 49% increase in conversions. • The Washington Post developed an AI journalist (Heliograf) that has produced more than 850 articles and generated more than 500,000 clicks. • Using technology to work smarter and garner better results will soon become an expectation, not a luxury. 7
- 8. 5. Dynamic Data 8 Bigdata was the buzz word of 2016, but in 2018 brands are taking that to the next level by finding ways to use dynamic data to their advantage. Apparel brands have started experimenting with clothing tracking; including being able to see when clothes are being worn after purchase, how often, what setting and environment they are worn in, and the longevity of the product. Products and services will not only be tracked more, but the data will be used to drive business decisions.
- 9. 6. Micro Communities 9 It’snot about the size of the group, this is a group of people online who come together around a shared passion. Your brand is there to connect people not to push their own brand. We need to ask, ‘what is your brand’s role within that community?’ Facebook groups (instead of pages), Twitter chats, Instagram hashtags, and business WhatsApp groups will allow your brand to be a connector between niche, passion groups of consumers.
- 10. 7. Merging vsEmerging Networks 10 From live video, stories, private messaging, and tagging, almost all the top social networks have these features, meaning social networks are not unique anymore. What does this mean for social specialists? In 2018, we won’t create platform strategies, but rather messaging strategies, then use the relevant channels to reach them in creative and meaningful ways.
- 11. 8. Influencer identification •Micro or macro, the most important factor for influencers in 2018 is ‘Are they real?’ • In an age where fake followers can easily be bought, and in some cases, created, verification will become essential. • Cosmetic brand, CoverGirl, went so far as to design their perfect influencer. Although she was fake, she was positioned as a real person and even photo shopped with other celebrities. • If you find what you’re looking for doesn’t exist, brands may consider creating it themselves. 11
- 12. 9. Augmenting RealLife 12 In 2018 1.8 billion A/R compatible smartphones will be produced and shipped, with a increase of 262% in one year. In the next year, consumer expectations will be to have interfaces that intelligently overlay experiences with ease.
- 13. 10. Mobile Moments In2018, Facebook suggests no longer targeting online audiences according to their demographics, but rather their state of mind during different moments throughout the day. Content should be designed for these moments in order to leverage online storytelling. 13 ON THE GO LEAD FORWARD LEAN BACK
- 14.
Editor's Notes
- #2 Here are the top trends from Facebook, Contagious, and FH global
- #3 Innovation globally – one year
- #5 Consumers want to know why they should support your brand and what they are paying for.
- #6 Don’t need to talk about the importance of social – they know this. We have moved beyond that, and the next opportunity is the communal aspect of social. Technology that is a two way mechanism. Our true opportunity is to lean into the two way aspect of it. WHO are you talking to and where? HOW are you telling your story? WHAT role do you play in ‘community’? Are you being authentically YOU?
- #7 Protesters accused Uber of supporting an anti-Trump taxi strike at New York’s JFK airport, an allegation based on a misunderstanding that nevertheless spread across social media. Uber decided to continue trips to and from the airport, and soon the hashtag #DeleteUber was trending globally. Lyft surpassed Uber downloads within one weekend.
- #8 We need to consider our differentiator from automation – we are opinionated, we have brains that can contextualize changes in our markets, industries, politics, socio-economic conditions. We need to showcase this more and more to clients, while still embracing technology.
- #9 Smart data to the next level
- #10 Micro communities will increase. It’s not about the size of the group, this is a group of people online who come together around a shared passion. 1 billion people use Facebook groups on a monthly basis. But how do brands act in this space? Like a small town, every brand has a role that they are known for. Important to establish who you want to be before engaging and being present in these online spaces. On average Instagrammer with less than 1000 followers = 8% engagement Instagrammers with 1 million followers= 1.7% engagement Quality over quantity Reddit good example – there to connect people not to push their own brand or site.
- #11 Networks aren’t that unique anymore. Younger people adopt new channels faster, with 2 thirds of 12 – 24 year olds use Facebook and Instagram every single day. Channels don’t necessarily reach different audiences. Strategies must account for that (same message told a different way)
- #12 AUTHENTIC INFLUENCERS Micro or macro, fake news and fake people exist. 31% of consumers report seeing fake news in their social feeds DAILY. Need to have a strong influencer identification approach. Find the perfect person to represent our brand, perhaps we need to make the perfect person to represent our brand. Influencer design vs identification
- #13 Micro communities will increase. It’s not about the size of the group, this is a group of people online who come together around a shared passion. 1 billion people use Facebook groups on a monthly basis. But how do brands act in this space? Like a small town, every brand has a role that they are known for. Important to establish who you want to be before engaging and being present in these online spaces. On average Instagrammer with less than 1000 followers = 8% engagement Instagrammers with 1 million followers= 1.7% engagement Quality over quantity Reddit good example – there to connect people not to push their own brand or site.
- #14 Three distinct moments in time during the day that you access social media. Cater according to those moments.