Change has been a fact of life since before Greek philosopher Heraclitus, back in 400-and-something BC, said: “Nothing endures but change”. What is different now is the rate of change, which we all know is nothing short of astounding.
What this means for business and marketers is that if you aren’t dealing in digital already, you have to get there; if you are, you need to constantly adapt to changing market needs.
Here’s a list of some of the digital trends experts have pinpointed for 2017:
Ad blockers are here to stay
The discussion over the pros and cons of ad blockers – downloadable software that blocks advertising – will continue. More importantly, ad blockers are here to stay. GlobalWebIndex – the world’s largest study on the digital consumer – reported in June 2016 that three in four mobile users were using, or were interested in using, ad blockers. Here’s why.
Content is (still) king
Because of the ad-blocker trend – and, confess, even if you have either installed an ad blocker or thought about it often – content is increasingly important. It is becoming the only way to talk to consumers who are more and more wary and jaded. For most, that equates to using video content.
Quick decisions rule
Rapid change means rapid adaptation is needed. Businesses need to quickly assess new technology and decide whether to use or abandon it. If something is not immediately effective it needs to be sidelined in favour of an alternative. It sounds ruthless, and that’s because it is, but, hey, only the strong survive!
The consumer is king
Yes, the consumer has always been king, but now they really want an affirmation of royal treatment. The online consumer experience needs to be smooth, immediate and tailored to the particular person searching online. It’s more easily achievable with big data, and consumers have already begun to expect it. Make sure your customers are treated like kings, especially online. Their perception of customer service can make or break your brand.
Platforms
Cloud computing has already changed the way the world works.
These companies grew because they used cloud-based platforms to host their services, which cut out the middleman and allowed consumers to deal directly with each other or with a service provider. There are, however, pros and cons – Uber hasn’t exactly been seamlessly successful – and savvy business owners should keep looking for the gaps.
Cybersecurity
Data has always been important, but now it’s your gold mine – use it to personalise that kingly consumer’s experience and, voilà, you’re in business. It goes without saying that businesses have a duty to protect such data, especially in South Africa where pending legislation puts the onus on the business for the protection of its customers' personal information. (Flow client LAWtrust can help you with this.)
One thing’s certain, it’s not the end
Each of these trends is already in play in the digital space. Who knows what other exciting developments will emerge during 2017 and how these will impact on the way in which we communicate.