Whether you work with B2B Marketing Agencies, B2C Digital Agencies, or the any of the Top North America Agencies, 2018 will drive more innovation and change. Here are my predictions of what top brands, challenger brands, and startup brands should expect.
1. Don’t Call it A Comeback, Twitter
Somehow Twitter will make a comeback…or completely die. Twitter has owned the short form text / new wave of communication, and it has dominated sports, entertainment, and politics. But can they make it relevant to marketers? To survive they need to focus on delivering a strong API backbone that makes it a utility to the world.
Prediction: Top marketing agencies will channel more of their clients’ paid media dollars to digital media other than Twitter.
2. Snap Has The Power
A great re-branding from SnapChat. Owning the brand SNAP, “just snap it”, will be the new “just google it.” Like everything else, they must innovate or be merely a short-lived flavor of the day.
Prediction: As SNAP goes public the amount of advertising products will be innovative and robust. Top digital agencies will enjoy great success with SNAPs portfolio of targeting offerings and creative opportunities. SNAPs demise will come from an oversaturation of monetization that drives users away like Myspace, Tumblr, Twitter, Bebo, and many more social platforms before them.
3. Take It Personal, Or Else
The power of personalization will be so compelling and plug-and-play that everything digital will incorporate it. Delivering your personalized DNA via mobile to other media will work seamlessly.
Prediction: Top digital branding agencies will not be the only firms that are installing sophisticated personalization technology into their clients’ digital platforms. Personalization offerings will be robust and simple to integrate and configure. Costs will come down, everyone will implement them and a personalization optimization role will emerge with every digital agency team you hire.
4. Jump into Kris Cross-Device Marketing – and Quickly.
As technology matures in 2017, all brands will enjoy cross–device targeting – which is the practice of identifying and delivering a specific audience, across their devices. This omni-channel strategy allows marketers to reach users with consistent messaging across all their screens: desktop, laptop, mobile, tablet, wearable, and TV.
Prediction: Following your targets cross-device in real time will be a demand from media consumers. Top digital agencies will consult clients to implement cross-device digital marketing tactics. Any top creative agency will know how to extend and make creative respond and optimize to all devices as their creative hops from Hulu in the living room, to YouTube at work, to Pandora while eating lunch, to the Apple Watch as you end the day watching your child’s soccer game from the sidelines.
5. Search? Mobile? Social? Display? Content?
ALL OF THE ABOVE
Your personas all digest content from your brand and your influencers across many different channels.
Prediction: Media budgets will get more and more fragmented as brands try to drive omni-channel, hyper-personalized campaigns.
What’s your prediction for 2018? Let’s talk about it over coffee or lunch. Contact me to chat.
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