Technology has a direct impact on how things work and how consumers behave, and it also modifies how brands act and how they should invest the bulk of their budgets, strengths and actions. Brands need to keep abreast of the different trends and should be aware of how they are modifying the rules of the game. Each year change and gives an opportunity to carefully study the market and to establish which are the elements that dominate and that will modify the rules of the game.
During 2017, brands will have to be aware of different elements and different issues, which will have a direct impact on what they say and do. Many of the issues that could mark the decision making and modify their digital marketing strategies are actually elements that started already in this year that is ending, but will not really super relevant until next year. As pointed out in an analysis from VentureBeat, five major elements will mark the decision-making and, therefore, will have to keep under control.
One of the constants during 2016 were the announcements made by the different social networks presenting tools that allowed the emission of live content. The last of them has been Instagram, which has just released its new features (functionality done to copy Snapchat as most analysts point out… you can read more about it on my last post: Instagram wants to be like Snapchat). Although the tools appeared this year in a massive way, they have not become equally massive as far as use is concerned. There is still plenty of room for maneuver and a long way to go, a path that experts believe will be covered during 2017.
The forecast is that these tools will live their boom time in the next year, when the fact that more content and higher quality is launched while improving those tools and the connection speeds will lead consumers to connect much more with them. And if consumers are much more focused on these tools, so will the brands, which will focus on them more than ever and use more than ever to connect with consumers or position their ads.
Augmented reality applications
Pokémon Go was one of the great elements of 2016 in terms of technology and one of those that set the agenda when it comes to connecting with consumers. A fever occurred, a peak of interest (peak that they did not know to maintain and that fell soon after) and demonstrated the power that can have the applications of augmented reality in the hour of connecting with the consumers. The only problem in this last point is that, during 2016, there was only one case of success: that. However, things could change a lot during the coming year as consumers begin to become more and more interested and increasingly receptive to it and therefore are more and more open to what they can assume . Therefore, it is very probable that the augmented reality will grow and much during the next year.
The new era of chatbots
Another of the elements that are becoming one of the trends in all the reports, all the previsions and all the studies are the chatbots. As you recall in the study, despite this recent enthusiasm because chatbots are really nothing so new. They’ve been there for decades, actually. What is new is the interest that is being developed about them and, above all, the use of technology in relation to them. Technological improvements and the growing development of artificial intelligence are creating many opportunities in this field. The fact that Facebook is firmly supporting this industry only makes things easier for its development.
And, although they remain anything but perfect (as they remember in the analysis they still have problems understanding the questions they ask them and are not able to always understand the conversational language), interest in them has been growing and growing, 2017 could turn out to be a critical year.
Watching a video will be increasingly different from what we now understand by watching a video. The 360º boom of videos has made the experience no longer one-dimensional and the fact that more and more features are added has made watching videos much more interactive than ever before (after all, you can even Buy during and within the video). All this has been quite experimental until now, but on future will be used by the brands for sure. The brands will start to enter on this field and start playing with it. To see this, of course, we must add the interest of the consumers, who will have to turn this technology into a mass element.
One of the consent elements of the advertising industry is to employ the visibility of online ads and the different advertising elements on the web as a tool for measuring success. But are these elements already obsolete? Do companies have to migrate to other areas and other elements? Should we find a new way of measuring to achieve what works and what does not? That could be one of the great changes of 2017: brands could abandon visibility as a dominant element to focus on other elements, such as measuring the success or failure of campaigns through downloads or purchases.