Before we dive into 2018, let’s quickly recap 2017:
- Strategy and Platform Testing: with all the new technology, many were investing in resources like HubSpot, Sprinklr, and more
- Lower Content Frequency: as the focus on quantity diminished, so did the frequency at which marketers were publishing (preferring instead to pursue quality)
- Targeted Distribution: with great data comes great responsibility. Marketers are now targeting even more intelligently thanks to the growing depth of insights readily available
So where will the year lead marketers? Below are five of the top content & influencer marketing predictions of 2018.
Increased content saturation will force marketing professionals to become even more intentional to survive the “content avalanche.”
Less focus will be on the mechanics of the content creation process and we will see a return to fundamentals -- asking ourselves how good is the content we are creating?
Content created must be thought-provoking and elicit a clear action with less importance placed on reach and virality in order to cut through the noise.
Audience preference is now leaning, even more, to live and dynamic content as it is perceived as more timely and authentic. We will see a shift from traditional content to animation, video graphics, and the incorporation of voice talent for a more produced experience.
While we saw a number of unsuccessful podcast launches in 2016 and 2017, 2018 will bring the sponsorship of individual episodes of existing popular podcasts.
Along with the sharp increase in investment in influencer marketing will come an escalation in compliance and disclosure regulation. Brands and networks will need to invest more to ensure their partners are properly adhering.
Campaign-length partnerships will become annually planned strategies for story continuance and new immersive and experiential partnerships will emerge.
These longer ambassadorships will translate into a more authentic relationship between brand and content creator, showing true loyalty that is apparent and appeals to followers.
Brands will begin to examine data derived from comments, polls, and other engagement information and repurpose influencer content on their owned channels more frequently and strategically.
The Evolution of Chatbots
Data collection can now occur through integrations like Statsbot for Slack -- allowing teams to request KPI related metrics like revenue, traffic, and more without needing to involve anyone. Statsbot can even provide alerts for concerning changes in vital metrics or create weekly reports.
The chatbot market is set to reach $1.23 billion by 2025 (Grand View Research study) and will take on a whole new level of usefulness.
Bot platforms like Chymebot will help customer success members manage repetitive tasks like data entry, incident updates, opening tickets, and ranking them by priority using AI (making agents more efficient and being able to take care of several tasks at once.)
AI will enhance client-agent conversations rather than replace them and allow more time for higher-touch interactions.
The potential of automated conversations at scale will finally be realized beyond customer success and retention to acquisition as natural language processing advances.
Bots will begin to collaborate with other bots to tackle complex workflows and goals and tasks that arrive at high frequency.
As the use of Alexa, Google Home, and Siri are on the rise, the way people consume and interact with content is also shifting. To adapt, marketers will create convenient content to meet queries that are spoken instead of typed. These are much longer and more conversational and thus must be our content.
Speech recognition will allow us to uncover data on audience accents and demographics based on patterns of speech and vocabulary choice.
Finally, marketers will begin creating content clusters around searcher intent rather than previously used keyword strings with the goal of creating frictionless content experiences by analyzing both online and offline behaviors.
2018 is set to be an exciting year for marketers and we have been privy to behind-the-scenes updates rolling out on an assortment of platforms and even LinkedIn.
Stay tuned for compilations of our favorite tools.