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’
- 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