Key digital trends 2017

Ogilvy report for advertising has some interesting messages for libraries.

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Global advertising and marketing agency Ogilvy has released its key digital trends for 2017 report (in the shape of a SlideShare presentation).

2017 KEY PREDICTIONS

Chatbots and what to do about them

  • We're spending more time on messaging apps
  • Messaging apps are the number one app for consumers around the world
  • Customers are more demanding – they want customer service on demand and increasingly expect immediate answers
  • Nearly every messaging app has a chatbot solution – or is planning one
  • Is there a business problem in your library that could be solved with the use of a chatbot (e.g. subject expertise; sales and services; customer care)?

Ethics and decision making

  • What happens when machines start to make decisions for us (e.g. algorithms, confirmation bias and fake news)
  • Organisations must be ready to define principles, standards and ethics and focus on developing their ‘human voice’

Video first

  • Facebook’s investment in Live shows its focus on real-time content (arguably Twitter’s only remaining USP)
  • YouTube is pushing back, targeting brands
  • "For the content snacking generation, video is now starter, main and dessert"

Twitter and Facebook

  • Twitter failed to find a buyer in 2016
  • A continuing troll problem
  • But – Twitter is still a conversation influencer
  • Facebook has messed up – and misled with – its metrics

What's also great about the Ogilvy report is that it opens with an honest analysis of how well they performed with their 2016 predictions (some they 'nailed' – others they admit they got 'really' wrong).

The whole presentation is available on SlideShare