A client asked me to jot down some thoughts on what the key digital trends are that are impacting the clients that I talk to:
So, for a bit of fun, here were my initial thoughts. Do you agree?
Web 3.0 – the integration between CRM and digital channels (sometimes known as social CRM. This is where brands track social media mentions and match them to records on their database, so that they can personalise the message back to them based on the change in their behaviour). Web 3.0 also encompasses all of the digital personalisation that we see e.g. behavioural display advertising where the ads on other web sites are personalised to you based on your clicks, or search results being tailored to you.
Social Media Tracking / Sentiment Trackers – tools like Radian6 (expensive) or social mention (free) being used to monitor and measure consumer comments on your brand in social media. They may be good at finding mentions, but not many are also good at calculating whether the content sentiment is positive or negative (it is not easy for computers to analyse sarcasm & slang!)
Content marketing – the growing focus on inbound not outbound channels – pull rather than push. Producing content that people want to share and link to, in editorial has never been more important than now, particularly due to Google’s new “hummingbird” algorithm, which alters what content is found in their search engines.
Integration around a core idea – rather than digital being another channel to communicate your ATL message, the best agencies are winning awards with campaigns where the message is media and solution neutral and that message is executed across all channels – check out the “Dumb Ways to Die” case study on YouTube. It won the Cannes Lions last year.
Instant and disposable content channels – e.g. snapchat / instagram – teenagers are starting to move away from facebook (as their parents are on it) and also because the content follows you around for ever. If they want to share images or videos with mates for a laugh, they select channels that are fast, easy to use on smart phones and particularly snapchat, can be disposed of!
Savvy consumers – they know if they give their email to enter the competition, they will be spammed – so they give you their Hotmail account and never look at it apart from, to click on the link you send them to download the free content that you offered. They know the score and will do whatever they can to get your stuff without you spamming them….
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