In 2016, there was no shortage of news stories that combined the world of technology with that of brands. From the purchase of LinkedIn for the Microsoft and its impact on the world of social networks, and the growth of artificial intelligence systems. Apple, IBM, Google e Facebook, ...including autonomous cars and mobility apps like... Uber until the fever of Pokémon Go.
In 2017, according to experts consulted in the study by the digital courses school “"I want to be a Social Media Manager"”, Many technologies discussed in 2016 will gain even more traction and be used on a large scale in marketing. The use of data intelligence will gain even more momentum, and the demand for transparency and accountability in metrics will become increasingly relevant to the market.
Of the various trends highlighted by the study, Media & Message It separated the themes that appear most frequently and that have gained the most attention from experts:
According to Eric Messa, coordinator of the Digital Media Innovation Center at the Armando Alvares Penteado Foundation (Faap), there will be a new phase in the relationship between digital influencers and their audience. “Until now, the focus was on influencers with a mass audience, with millions of followers. However, we should soon also value micro-influencers who have a higher average number of followers than their peers,” says Messa.
For Amanda Serra, content leader at Accenture Interactive, chatbots will change the work of customer service 2.0. "Technology has been advancing at a good pace, and I believe the change will affect not only day-to-day operations but may also influence team structures and job descriptions," says Amanda, referring to robots that simulate real dialogues on social media.
According to Eric Messa, another hot topic is the possibilities for marketing using available data. “We still give little importance to everything recorded in the apps and websites we access. However, communication professionals from various fields are beginning to realize that they can extract information and insights from Waze and Google Maps, for example,” says Messa.
Márcia Siqueira, a professor at the Belas Artes University Center, observes the importance of the interaction between real and virtual spaces. "The effect of acceleration processes indicates the creation of spaces for interaction between people and all things using Virtual and Augmented Reality." She warns, however, that the most worrying aspect of this new reality is the lack of privacy and the filters invisible to users.
Immersive Virtual Reality experiences, with the arrival of VR headsets on the market, will bring new ways to create content available to brands and agencies. New media spaces should begin to appear as a new version of InGame Ads, which have been little explored in recent years. Many media outlets are already testing the technology in content distribution. Outside of Brazil, the biggest example is The New York Times, and here in Brazil, Veja magazine already uses the technology.
Patrícia Moura, from Heads Propaganda's planning department, emphasizes that the predominance of mobile internet access over other devices is already a reality, and smartphones are driving increased video consumption. "Video First, a term coined by Mark Zuckerberg in November 2016 to announce video consumption figures on platforms, will have a much greater impact on social media communication in the coming years, altering how brands produce content," says Patrícia.
Patricia observes that, nowadays, much more adapted to social networks and with better internet connectivity, people will once again seek environments like Second Life, which was a success in 2003. "Very soon, the tech giants will be vying for our attention in mixed worlds, and brands will want to be a part of that." The combination of Augmented and Virtual Reality, plus the Internet of Things, should generate a relevant and challenging environment for brands and marketing professionals.
According to Patrícia, the numerous news stories about the advancement of artificial intelligence in communication, film, and science will continue to increase. “In December, the artificial intelligence Sophia graced the cover of Elle magazine, photographed by none other than Bob Wolfenson. We cannot deny that they are already among us, and the trend in the marketing world is for them to be used by large corporations to streamline technological solutions and multichannel customer service.”
Eduardo Prange, CEO of Zeeng Data Driven Platform, explains that the concept involving a set of practices and strategies based on data available on the market will gain even more strength this year. “In 2017, data access interfaces will be even more natural and easy to understand. Many of these aspects are due to the evolution of various areas focused on artificial intelligence and machine learning,” says Prange.
The advent of interactive media and the intelligence of items such as TVs and refrigerators will gain even more momentum in 2017. Increased connectivity at various levels and the interaction and synergy between diverse devices will further enhance content distribution interfaces.
And you?
Do you agree with what was said above? Is this what you envision for 2017? Are you already prepared for all of this? Comment below and let's enrich the content together!
