The well-known marketing research agency Zenith Media has published its 2018 trend report. In this new publication, Zenith forecasts what will be the 10 key trends that will mark marketing in 2018, this time contemplated from the point of view of a global macrotrend that will affect sectors of all kinds: the artificial intelligence. Let’s see what they are:
1. Predicting our needs: AI improves Search’s role in the purchasing process
Searches will become increasingly predictive, providing tailored recommendations throughout the purchase process to drive both consideration and conversation.
During 2018, search engines will begin to incorporate new behavioral data, and AI technology will use this information to make searches more predictive.
These new enhanced searches will provide clear opportunities for brands to better anticipate consumer needs in order to provide you with more relevant products and cross-sell.
2. Speed is “the most”: hyperaccelerating the load of “trending content”
In recent years, the volume of consumer data available to marketers has increased enormously. These allow brands to quickly detect trends and react by introducing them into their marketing and consumer relationship.
As the amount of data grows, machine learning will gradually streamline the process, being able to assimilate information from a wide variety of sources and quickly identify behavioral patterns.
The use of AI in trend analysis will help marketers stay one step ahead in both trending and competition. Content specialists will be able to create a set of messages that can be quickly delivered to consumers, in accordance with market trends.
Product development teams will also be better equipped to keep abreast of the needs created by the latest trends.
3. Constant information: continuous collection of user data through user interfaces
Passive user interfaces continuously collect behavioral data from consumers’ digital devices.
By applying machine learning techniques, they can provide brands with relevant information that can then be used to personalize consumer experiences. Many companies are already using PUI data.
For example, Spotify’s platform uses fitness app data to customize your customers’ playlists.
Greater use of PUI data will enable brands to design customized content and services and establish appropriate pricing strategies. PUI data can also be shared by brands of different categories to help improve multiple endpoints and consumer experience.
4. Telling multi-device stories: advances in automated branded programmatic conversations
Machine learning technology is starting to help brands link their conversations to specific individuals.
Brands have endless data first hand, but this aI-specific app links individuals to their devices and helps brands understand how the consumer is loyal.
Brand actions can be applied with different messages, in different contexts and at different times.
Brands can automate their conversations with consumers through cross-device programmatic advertising. A breakthrough that will help improve consumer experiences and accelerate both purchase and re-purchase or loyalty.
5. Content in buying comparators: direct purchase from branded content improves the consumer experience
2017 will be the year of “purchase comparison content”. We will purchase items directly from editorial and branded content.
“Evolutional algorithms” can already adjust and optimize content based on consumer navigation, creating content in real time.
These contents recreate the functionalities of e-commerce pages so that consumers can buy without having to create a new user, register on the site or provide credit cards.
This combination of technologies will allow brands and publishers to keep consumers on their pages rather than forcing them to go to another page to make the purchase. Brands will have to treat content as a combination that invites the user to action with text, images, and interactive features that create an engaging shopping experience.
6. Smart VR: Moving virtual reality (VR) to mobile, an opportunity for brands
Virtual reality is moving from the world of video games and consoles to the average consumer and through their smartphones. Facebook and Twitter already have live streams that can be accessed by attaching glasses or cardboard to phones.
The leap to smartphones and their most used applications will offer brands many communication opportunities. For example, retailers will have the opportunity to transform the way people shop, allowing them to try products without having to visit a store.
7. The rise of chatbots: direct communication between brands and their consumers
With machine learning, chatbots enable automated interaction between consumers and brands through messaging interface.
Although there are obvious limitations in automated communication, chatbots can help consumers in processes such as processing payments or reporting shipments and deliveries.
Chatbots can help brands reduce customer service costs and open greater dialogue with consumers. It also opens up new possibilities for brands based on offering personalized recommendations for each consumer based on the information collected in the chat chain.
8. Taking advantage of our emotions: emotion recognition technology helps brands get closer to consumers
The proliferation of smartphones and the increase in emotion recognition technology means that many people already carry mood detector devices in their pockets.
This gives brands the opportunity to combine moods and consumer behaviors with relevant content at the right time.
For example, brands that have an association with a particular sport or team can use this technology to deliver more relevant experiences based on consumer reactions during a sporting event.
9. Dynamic price: Algorithms enable demand-based price automation
Driven by high-performance computing and analytics applications, dynamic pricing allows retailers to price items at a certain time based on a particular customer’s perceived capacity and willingness to pay.
Prices on some websites and apps now change minute by minute. For example, Uber introduced its pricing algorithm to allow prices to automatically increase at times of peak demand.
10. Automated assistance: Butler robots, great success in High Street stores
Industrial robots have been used for many years. Technology now combines physical automation with digital automation to create service robots that will work with us.
