This time of year is full of predictions for the year ahead.
We’re already seeing some world leaders governing through Twitter (good or bad), the rise of fake news and the actions against it, the continued growth of livestreaming – in both life and death – just listen to this week’s episode Ada’s Sisters podcast.
Health and Wellness
One of the trends I’m seeing a lot of buzz about is the importance of health and wellness. A big part of this translates to time away from the screen. Let’s face it, many of us grew up in front of one type of screen or another. After being ruled by the screen (or multiple screens) for the past 20+ years, like many of you, I’m learning to spend less time online and more time being mindful of my surroundings and even the small pleasures life has to offer. One of the ways I’ve done so is through meditation and exercise. Every weekday, before I get ready for work, I spend 10-15 minutes with Headspace. Twice a week, I take a midday workout break that requires focused, mindful thinking and NO screen time. It’s made such a difference in my life. My productivity has increased tremendously and I feel more in touch with my mind and body.
I asked the other members of the Spodek & Co. team about their expectations for the online world in 2017 and here’s what they had to say:
Consumers Combat Fake News and Intrusive Ads
According to Sharon, “There will be more stringency from consumers over authenticity in content. Lots of questioning over whether news is fake, posts are canned, obvious product placement, etc. Brands will need, more than ever, to have an authentic voice, that gives their customers what they are looking for, to break through.”
To build on Sharon’s thoughts, Adrienne predicts there will be increased resistance to intrusive online ads. “I don’t know about you, but when I visit a site (desktop or mobile) or an app, I am assaulted with ads. Many of these ads are not creative or engaging… and often not relevant. I foresee more consumers leaving website and social platforms that use advertising too heavily. Brands need to step up their ad game and make the tone, style and content of their ads more creative, relevant, even humourous or emotional. And there absolutely needs to be an easy way to dismiss the ad, particularly on mobile. Sometimes that ‘x’ is too little even for my finger!”
Mobile Drives Change
For trends in email marketing, Melissa believes we’ll see a change in more succinct email messaging with the growing reliance on mobile. “As more and more people are opening emails on mobile devices, attention spans will get even shorter. So email designs will adapt to be simpler and/or shorter, and using data to drive content will be even more crucial to driving email engagement.”
Millennials Leave Public Social Networks
“With the fear of being perceived as unprofessional by future employers on personal social media pages Millennial’s will be leaving Facebook and moving to social media channels that better protect their privacy, like Snapchat, where images and chats can’t be saved,” says Brooke. And as Sharon points out, “And people screenshot things they see on Snapchat all the time…perceived privacy rather than actual privacy.” Which leads to Gina’s prediction…
Growth in Private Online Communities
As part of the concerns over the growth of online privacy, internet trolls, negative news and how differences of opinion are received online since the latter part of last year, “We’ll see explosive growth in private communities; on Facebook, Slack, or other sites, as a value-add to services packages,” says Gina. “Look for growth in the one-to-many sectors like personal development, health and fitness.”
What do you think? Is our crystal ball looking realistic? What are your digital marketing predictions for 2017?