Data mining and analysis that is normally done manually, may be done faster, quicker and better using AI. As such, AI is predicted to have a major impact on the marketing industry with key areas being insight generation, chatbots, personal assistants and optimisation of media buying.<\/p>\n
Whilst the technology is still emerging, one study found that 55% of global CMOs expect AI to have a greater impact on marketing and communications than social media.<\/p>\n
Brand Experience: The emerging roles of Virtual Reality (VR) and Augmented Reality (AR)<\/span><\/strong><\/p>\n As the advertising marketplace becomes more cluttered and young consumers opt out of receiving marketing messages, brand experiences that cut through, such as VR and AR, are increasingly valuable. After years of promise, VR is becoming a viable mainstream marketing tool which focuses on experience and emotional engagement.<\/p>\n In the wake of Pok\u00e9mon Go, there are a number of emerging opportunities in AR in particular around product trial and utility.<\/p>\n Content: How video is transforming social<\/strong><\/span><\/p>\n Social video is experiencing massive growth as a content marketing format and is turning social platforms into broadcast media. Brands are finding success with approaches that prioritise quality over quantity, consider emotional and social motivations for content engagement, and focus on a three-second window of opportunity to grab consumers’ attention. But video measurement will be a major challenge in 2017, particularly after the announcement that Facebook had been significantly overestimating average viewing times.<\/p>\n Social: The rise of ‘Dark Social’ and messaging apps<\/strong><\/span><\/p>\n In last year\u2019s report, we discussed the rise of ad blocking, and the challenge this created for organisations to reach customers. In a similar vein, this year\u2019s report looks at the trend of \u2018dark social\u2019.<\/p>\n The time spent using social media is increasing, but the platforms used are increasingly closed or private to marketers, rather than open or transparent.<\/p>\n The rise of chat or mobile-focused messenger apps such as WhatsApp, Facebook Messenger, Line and WeChat (particularly in Asia) is fuelling the rise of \u2018dark social\u2019. The rise of \u2018dark social\u2019 has two major implications for marketers. First, there may be an impact on social listening techniques, and the quality of information available from monitoring \u2018open\u2019 social platforms. Second, there is expected to be a move away from \u2018real-time\u2019 social strategies toward conversation-based approaches.<\/p>\n Brands are still experimenting with \u2018dark social\u2019 platforms as marketing channels \u2013 for example, AXE in Ecuador has used the conversational aspect of WhatsApp to good effect. MTV India, meanwhile, has sought to use \u2018dark social\u2019 as a research tool.<\/p>\n Tencent-owned WeChat is setting the bar for what messaging and social networking will look like into the future. It has developed from a chat app into a mobile lifestyle hub, providing, for example, an e-commerce platform, ticket-booking for restaurants, and cab-hailing. Crucially, it has payment services included, allowing it not just to connect people but also connect people to business. As a result, Western brands can learn from how brands in Asia-Pacific have used instant messaging services to connect with consumers.<\/p>\n E-Commerce: The direct-to-consumer opportunity<\/strong><\/span><\/p>\n Low-cost start-ups have disrupted established business models with customer-centric, online businesses. Innovative apps, subscription services and engaging branded social platforms have encouraged impulse purchases and trials with seamless transactions and personalised experiences.<\/p>\n![\"David](\"https:\/\/eastwind.es\/marketing\/wp-content\/uploads\/sites\/2\/2016\/12\/DavidTiltman_photo_WARC_Deloitte_1600pix.jpg\")
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\nA growing number of brands are also experimenting with live video for content that is exclusive, newsworthy or requires live audience involvement.<\/p>\n
\nEffectively, this refers to social conversations that are private and \u2018invisible\u2019 to the outside world and hence there is less potential for marketers to monitor, advertise or buy their way into conversations with potential customers.<\/p>\n