What Social Media Conversations Will Go Mainstream in 2018?
Discover Denim’s take on trends predicted to go from niche to norm.
Last week, Facebook IQ released its first-ever annual report to help marketers plan for the year ahead. The report shares some of the conversations that have been on the rise in 2017 and are anticipated to go mainstream in 2018. As you’ll see below, many of the topics have already been on Denim’s radar for a while.
TREND 1: Make It About Me
Personalization, rooted in data, will be key to successfully meeting consumer expectations in 2018 and beyond. Delivering marketing offers and experiences based on a consumer’s online behaviors helps simplify his or her decision-making process. Plus, studies have shown the brain’s pleasure center lights up when an event isn’t fully anticipated. Among North Americans surveyed by Forrester in 2017, more than 3 in 4 have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
- In October, Denim announced we had collected more than 1 billion data points on consumer engagement with mobile and social media ads powered for insurance and financial services companies. We are leveraging that data to help our customers make smarter marketing decisions and better personalize the experience they deliver to consumers.
- We also took a look at key findings from Denim’s data and possible action steps for marketers in Using Data to Understand Cross-Channel Behaviors.
- In Why Micro-Targeting With a Consumer-First Mindset Matters, we discussed using data to micro-target and engage customers and potential customers in a way that adds value to their lives.
TREND 2: Artificial Intelligence
People’s fascination with artificial intelligence (AI), deep learning, and computer programming is growing. Attitudes toward AI are also evolving: While some may be wary of it, there is growing anticipation for what a future with AI could look like. In the U.S., 1 in 5 Internet households already has at least one IoT device. And businesses are increasingly leveraging AI as part of customer service.
- In Artificial Intelligence with a Human Touch, we shared four best practices for embracing new technologies without losing the human element critical in the insurance and financial services industry.
- We discussed AI’s potential to change underwriting, marketing and distribution, customer service, and more in How Artificial Intelligence is Poised to Impact Nearly Every Area of Insurance.
- In The Best of Both Worlds: Human and Technology, we explored three benefits only a human can bring and three things humans can’t do alone.
TREND 3: The World, Customized for Me
Proximity marketing, which uses short-range technologies like Bluetooth to send people messages on their phones based on their locations, is becoming more common. Meanwhile, new developer tools may mean the potential for phones to “talk to” a responsive local environment. Barriers to widespread adoption of these technologies are fading. For one, wireless headsets now require Bluetooth. As demand for wireless headsets grows, more people will likely leave Bluetooth on by default. This will benefit proximity marketing’s adoption, as well as other similar programs that connect with and inform the local environment.
- Localization is at the heart of the Denim platform. From the start, we’ve empowered marketers to custom-build and launch localized campaigns on behalf of individual agents. In November, we announced an enhancement that took localization to the next level: a visual map of the agent’s office location — right within the ad creative.
- In Localized Ads Provide More Actionable Data, we shared how implementing data insights to improve localization of mobile and social media ads helps organizations better reach target markets.
- In Top 3 Reasons Social Media Advertising is Growing, we shared how localized ads, in combination with micro-targeting the right consumer audiences, allows organizations to present the right ad to the right consumer at the right time.
To learn more about big data, AI and other topics Denim predicts will play an essential role in the future of insurance and financial services, download our ebook, Bridging the Digital Divide.