When it comes to 2018 digital trends, one word comes to mind — simplification. The focus of this year is implementing plans to cut tasks like digital content development and personalizing customer messaging in half.
It can be difficult to keep up with the latest in digital trends as new apps and online services seem to sprout up each day. Although the topic may seem overwhelming, focusing on these five simple areas will be a great start to improving your clients’ digital footprints in 2018:
Visuals have always been a major focus in digital, but the integration of augmented and virtual reality (AR/VR) introduce a world of new possibilities. Moving visuals are in our DNA, with more than 90% of information coming to the brain from visuals, and the interactive aspects of AR/VR bring them to life. Incorporating AR/VR keeps the audience’s short attention span entertained and fascinated by the ‘futuristic’ technologies. Appypie is a user-friendly service to check out if you are looking to incorporate AR/VR elements to your client’s brand.
The challenge to send personalized client messages increases as your client grows. However, software like bonjoro and ManyChat put this challenge to rest in 2018. An influx of new customers can make it difficult to thank every individual for investing in your client’s service or product and cookie-cutter emails won’t put a face to the name. bonjoro introduces a fresh approach to customer onboarding messages by allowing clients to record quick, thoughtful videos they can send via email.
Overwhelming Facebook inboxes are also outdated thanks to ManyChat. This digital service allows clients to create a Facebook Messenger bot that answers any inquiry with personalized, pre-drafted responses. In addition, clients can gain new subscribers and send mass personalized updates to existing subscribers in minutes.
Finding ways to generate more impressions is always a challenge. Leveraging influencers is a great way to spread awareness and grow your audience and reach. At Fearey we’ve seen tremendous success in collaborating with digital influencers, particularly for consumer clients like Next Level Burger. By utilizing influencers at private events prior to new store openings, coupled with strategic media outreach, lines were out the door at both the Seattle and Concord grand-openings. Our efforts garnered over 2 million impressions on Facebook and Twitter alone. As a result, we will look to increase our digital influencer implementations in 2018.
- Content Development
Unique content is more important than ever in the digital world. Creative and relatable content gives the client a competitive edge to gain the audience’s attention and investing in experienced writers is crucial to brand story-telling. Take Wendy’s Twitter account for example – its writers and social media managers understand the demographic and use humor to engage followers. As a result, Wendy’s is using Twitter to turn customers in to brand influencers. If your client’s hope to do the same, then superb content will allow their customers to feel attached to the brand on deep and personal levels.
- Brand Security
The best offense is a good defense and preparing for the worst will be necessary in 2018. According to the CMO Council’s September 2017 study on brand protection from digital content infection, almost 70 percent of marketers around the nation stated that their brand perceptions were damaged due to negative context surrounding digital content. Pinpointing potential risks will be a key to implementing flawless digital campaigns and although it takes extra time, it will simplify overall execution.
When attacking these five areas in your 2018 digital efforts always remember my go-to K.I.S.S. system — Keep It Simple Stupid.