Personalization
All brands want to resonate with their audience. But it’s easier said than done. According to recent research, 80 percent of consumers are more likely to engage with a brand that offers a personalized experience. In order to truly form a meaningful relationship with your customer you need to provide them with content they care about. Personalization is not a new concept, but in 2018 expect to see many brands segmenting email lists and creating different blog posts that are targeted to pique interests of a specific audience as opposed to an entire group.
Automation / AI
Marketers have been talking about automation and AI for several years. 2018 will be the year organizations start to use different automated processes within their business practices. While AI does not come cheap, it will allow these businesses to rapidly scale by eliminating tedious work and allowing marketers to focus on areas that really matter, like creating personalized content for their customers.
Video, Video, Video..
Who doesn’t love a good video? According to recent research, Internet video traffic is expected to surpass over 80% of all consumer Internet traffic by 2021. That’s a lot of time spent watching video, and marketers should take note. Many social media platforms have begun prioritizing video content, and many platforms like Facebook (Live), Instagram and Snapchat are taking a video-first approach. In 2018 expect to see brands become more creative with the videos they publish and the platforms they prioritize.
Overall, 2018 will be the year brands take personalization to a new level. List segmentation and automation will help marketers spend less time on tedious tasks like scheduling and list segmentation, and will allow them to focus more time on creating personalized content, which is a step in the right direction.
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