What are the macro social marketing trends we’ll see developing over 2019 and how much will it change the landscape? According to ‘B2B Marketing Zone’ there are 5 macro trends to watch out for:
- Trend 1: In-the-moment content will win out over highly-produced content
- Trend 2: AI-driven personalized customer experiences
- Trend 3: Brands can no longer afford to ignore social media ads
- Trend 4: Rise of social media TV and vertical videos
- Trend 5: The evolution from multichannel to omnichannel marketing
For a trend forecast specifically aimed at the very start of a new year, the first prediction is probably understandable. AI personalised customer experiences depends very much on what your view of AI is. If you are talking about AI helping to select and segment your journey across the web, we’re already there. If you are thinking in terms of a real time complex customer interaction, we’re still a few years away from that.
Brands can no longer afford to ignore social media ads might be wide of the mark. 2018 saw the FMCG giants P&G and Unilever come out strongly against the opaque (and possibly criminal) reporting around social media ads. At best this sector is in the treatment room and we are definitely looking for a re-birth, however that might be 12-18 months in the future.
Social media TV is possibly a serious disrupter and a major trend, particularly if the reporting issues that hot social ads is avoided. Instagram are the front runners here and it will be interesting to see if IGTV becomes a serious media player in its own right.
The evolution from multi-channel to omni-channel marketing. Sounds great and I think I have a book with a very similar title that was published in the mid-90s. Its not that it isn’t happening. Just more that if you aren’t approaching communication planning from a customer centric start point, you’re probably doing something wrong.