Digital Trends to Reign Supreme in 2018

Dictated by customer behavior, digital trends are once again facing changes in the upcoming months. From updating their content strategy to using big data to understand their audience, brands are heavily relying on the online habits of their clientele to improve their digital game. This is especially noticeable in regions of the world experiencing spectacular technological and startup growth such as in Asia Pacific, where Hong Kong, Singapore, and China lead the way in tech and digital innovation.

Remember the rise of the video, the increasing use of artificial intelligence, and social engagement soaring through the roof? We have already seen the first sparks of the following trends coming to life in 2017, but during the months to come, you can only expect them to become even more popular in shaping your approach!

Influencers on the rise

Marketing through social influencers is no longer reserved for the big fish in the game, as a growing number of companies is tapping into this highly popular way of reaffirming their brand purpose. A greater number of smaller and medium-sized businesses are starting to reach out and build long-term relationships with micro-influencers in their niche.

However, the key element of this approach will be authenticity. While in the past brands have been known to work with influencers only for the sake of profit, consumers can no longer accept these fake and forced relationships as their go-to role-models. Today, brands are in for a mindset shift, as consumers need to see a genuine collaboration between the brand and the influencer to use their recommendations as a factor in their decision-making process. “Keep things real” is the main message of the consumer in the influencer world.

AI to the rescue

Artificial intelligence was in its early stages a slightly awkward social concept that took time to grow on people – and this time has finally come. According to research, an overwhelming 70% of millennial users from the US have found chatbots to be a positive experience for them, and an almost equal majority (67%) would be happy to make a purchase through a chatbot.

Additionally, the e-commerce conglomerate king, Amazon, has announced their own messaging app by the name of Anytime, and when paired with their already incredible AI Alexa, they are bound to shake the grounds of e-commerce. Facebook aims to be the number one point of contact between brands and customers, but Amazon’s new app will present a major competitor in the game. Consequently, more businesses are catching up on using AI-driven means of communication to enhance their user experience and focusing on more creative, hands-on portions of their strategy.

Eye-catching video content

We’ve already seen the spike in using live video content on all major social networks, and YouTube as a dedicated video platform has always been a significant forerunner of the trend. In 2018, video will be a predominant way for brands to reach their audiences, and even more importantly, engage with them. Research shows that in two years’ time, video will make up around 82% of all consumer content, making it a trend no brand can afford to ignore.

However, this tech-driven growth is particularly prominent in certain Asian markets such as Singapore and Hong Kong, making it a greater challenge for brands to pinpoint the right provider for top-quality content production to perfect their strategy. To that end, using platforms such as 2 Easy helps filter the growing noise in digital marketing for brands to find their ideal match, especially in growing branches such as video production, social media, and content creation.

Reviews and testimonials prevail

Much like the trust of your customers no longer lies in the hands of fake influencers and paid ad campaigns, their first stop for opinions is their own pool of friends and family. Thanks to the staggering growth of social media all over the globe, this is precisely where recommendations, reviews, and testimonials have the most leverage for brand growth.

This form of content created by customers and for customers has become another key element in the “to buy or not to buy” equation. Brands are encouraged to introduce more direct quotes, reviewing options, and comments on their online posts, and share their experience with their loved ones. What could possibly generate more sales than a heartfelt recommendation from someone who actually used your product and was never paid to do so like your influencers?

Localizing the global

The entrepreneurial spirit has lead to a surge in smaller businesses sprouting everywhere. In fact, roughly 99% of all US businesses employ fewer than 500 people, placing them directly into the small business category, which makes them the dominant model in the market. Add to that the fact that many of these small businesses serve only local customers, and suddenly global providers have to deal with a torrent of competition from local ones.

This trend of small, localized businesses will reshape the stance taken by major, global corporations as well. Simply put, everything from language finesse, content created with the locals in mind, all the way to culture-inspired branding efforts will be among key revenue drivers in 2018. Sticking to that “one language to rule them all” in selling your business to different regions will no longer be a valid strategy to breed success.