What will digital marketing look like in 2018 and beyond?

What will digital marketing look like in 2018 and beyond?

Thanks to the dizzying pace at which technology develops, it’s important to constantly question whether you’re up to date on what’s possible in the world of digital communication. Here are three trends that may inspire you to redefine your customer experiences going forward.

1.) Age-responsive UX design

This is where the personalization movement meets UX (user experience) design. Some companies with diverse target markets are exploring age-responsive UX design, where the look and feel of a site or app is adapted slightly to suit the user’s age. By changing the font size, colours and other design elements, UX specialists can make the platform appeal to different age groups, ensuring the best possible customer experience for users of every age.

2.) Machine-generated content

According to Smart Insights, 20% of all business content in the digital sphere could be generated by machines rather than humans by next year. Chatbots – AI agents that operate on the interfaces of messaging platforms – will play a key role here, with 71% of millennials saying they would be keen to interact with chatbots that represent big brands.

Chatbots give companies an opportunity to interact with customers 24/7 in a personal way. They are already able to process fast food orders, provide product suggestions based on user preferences, fulfil simple customer service roles and schedule meetings.

But they do have their limits – and many chatbots have not lived up to expectations. For example, the chatbots produced by Facebook’s AI Lab started creating their own language when they were designed to communicate and negotiate with humans. That being said, the chatbot era is only just beginning and it’s important to remain open-minded.

3.) Augmented reality

Augmented reality (AR) adds a virtual layer of digital content on your view of the real world. It’s possible to superimpose images, music, video and other interactive experiences – in real-time. Entrepreneur reports that the new iPhone 8 and iPhone X will offer a feature that provides users with augmented reality experiences. This is expected to have a significant impact on mobile gaming, as well as social media brand communication. For example, Instagram could support filters that allow users to take selfies with celebrities or wild animals; and other platforms could project products into people’s environments and allow them to interact with these virtually.

These are just three trends to watch as 2017 rolls into 2018. We’ll keep you posted on more!

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