Albeit, I’m behind in my reading, I did finally finish Gartner’s Top Strategic Predictions for 2016 and Beyond: The Future Is a Digital Thing published in October, 2015 that dove into the evolving relationship between man and machine. What did I learn? Predictive technologies aren’t disappearing anytime soon. Gartner states:
- By 2018, 20% of all business content will be authored by machines.
- By 2020, smart agents will facilitate 40% of mobile interactions, and the post-app era will begin to dominate.
- By 2018, 6 billion connected things will be requesting support.
Perhaps we should take a look at three key trends we can expect to see over the remainder of 2016, and well into 2017:
While VR is expected to take off in 2016 and 2017, companies like Oculus Rift have already taken claim to the market. Being able to grant consumers the ability to view content in 360 degrees gives companies an opportunity to unleash creativity. While consumers should expect a more engaging and captivating video content, it’s the Marketers that will have a keen advantage as they, too, will soon be advertising their products using this medium.
Live Streaming & Video:
The largest social media splash in 2015 came in the form of live streaming apps. With Periscope, Meerkat, Blab, YouTube Live and now Facebook Live on the rise, marketers are scrambling to figure out how to leverage them. Streaming gives the audience power. Unlike a blog, where you can have several people edit it long before it is published, live streaming has no do overs or ‘take-two.’ Your mistakes play out live in front of an audience. This vulnerability is what makes live streaming such a powerful tool for businesses. It is what allows trust to be built between businesses and their audiences. Give your audience what they want and watch as your business soars in 2016.
Mobile Search Surpasses Desktop Searches:
As technology has evolved, the demand for portable and handheld devices is escalating. The consequences are clear – if a brand does not have a website that is mobile friendly or is unable to get to their audience through a mobile display, then they are bound to miss out the opportunities it beholds. Recent data shows that mobile digital media time accounts for about 51% of the total time spent compared to the desktop (42%). Mobile optimization is part of the norm and not something that you get to deal with later. Google has announced that mobile searches have surpassed desktop searches in 2015, which just goes to show that mobile marketing qualifies as a significant marketing trend.