Top 2018 Trends and Predictions
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The document discusses trends in content strategy and personalization for 2018, emphasizing the importance of interactive content and documented content lifecycles in engaging prospects. It highlights challenges faced by marketers due to content saturation and the need for real-time personalization, with predictions for a shift towards combining interactive content with automation. Additionally, it notes the expected focus on simplified design and personalized user experiences in digital content.
Top 2018 Trends and Predictions
- 1. T R E N D S
- 3. Jay Ojea Senior Product Specialist Stephanie Mansueto Content Strategist in Creative Services Presenters Audrey Ross Director of Customer Engagement Missi Carmen Director of Marketing Asa Hochhauser Director of Sales
- 4. Topics Content Strategy for Interactive Content 1 Personalization Impact on Prospect & Customer Engagement2 Interactive Design Trends 3
- 5. Content Strategy for Interactive Content
- 6. Trend: Wide adoption of documented content marketing strategy in 2017. Here at ion, we believe the starting point of a successful strategy begins with identifying the goals and lifecycle of the content piece. Stephanie Mansueto Content Strategist in Creative Services
- 7. Term: Lifecycle Before starting down the path of interactive content, document the lifecycle of a single piece of content: where it will live, who will interact with it, what success looks like and when it will be retired. Stephanie Mansueto Content Strategist in Creative Services
- 8. Trend: New content flooded every industry and with it, created challenges for marketers fighting to capture customer attention. With this influx of content, many businesses experienced consumer fatigue. Audrey Ross Director of Customer Engagement
- 9. Prediction: The content lifecycle will rise. 2018 will see marketers marry the static with interactive content from conception, to creation, distribution, and measurement. Stephanie Mansueto Content Strategist in Creative Services
- 10. Tip: Testing • Customer Funnel: prospects vs. existing vs. both • Content Placement: website, device, app, email, landing page • Defined Actions: click, scroll, hover, reveal, slide, submit • Experience Type: quiz, eBook, white paper, configurator Stephanie Mansueto Content Strategist in Creative Services
- 11. Prediction: Interactive content will be used as a tool woven throughout the conversion funnel to drive results in the discovery, consideration and decision stages. Audrey Ross Director of Customer Engagement
- 12. Tip: Interactive Content by Stage • Awareness: quizzes, assessments, calculators, infographics • Consideration: ebooks, white papers, configurators, solution finders, calculators • Decision: solution planners, calculators, configurators Audrey Ross Director of Customer Engagement
- 13. Personalization Impact on Prospect & Customer Engagement Strategies
- 14. Trend: “Only (45%) agree that marketers are getting personalization right. …the proportion satisfied with the level of personalization in their own organizations is low at 30%…” 2017 Researchscape International Missi Carmen Director of Marketing
- 15. Trend: Two-thirds (67%) respondents approach personalization with rule-based targeting to segments versus the more advanced algorithmic 1-to-1 approach (13%), with 20% using both. 2017 Researchscape International Missi Carmen Director of Marketing
- 16. Trend: 60% of marketers struggle to personalize content in real- time, yet 77% believe real-time personalization is crucial to capturing prospects during micro-moments. Adobe Campaign Real-Time Marketing Insights Study Asa Hochhauser Director of Sales
- 17. Prediction 1: 2018 will demand that personalization use collected data interwoven into dynamic and engaging content throughout each stage in the customer lifecycle. Missi Carmen Director of Marketing
- 18. Prediction 2: 2018 will see an increase in Build Your Own Solution. For example, Solution Builders for Bars, Shoes, Grocery Lists, Meals, Plans (B2B). Missi Carmen Director of Marketing
- 19. Prediction: To succeed, to achieve prospect engagement, Sales Teams will require the combined use of interactive content and automation solutions to create a true personalization strategy that supports each stage of the funnel. Asa Hochhauser Director of Sales
- 20. Prediction 1: Increase in demand for data collection and click activity, from interactive content. Result = tracked user behaviors and actions will be optimized to improve prospect and customer experience. Audrey Ross Director of Customer Engagement
- 21. Prediction 2: Logic and scoring tactics will be required within interactive content to help the content feel more dynamic and personalized to the user. Audrey Ross Director of Customer Engagement
- 22. Interactive Design Trends for 2018
- 23. Trend: In 2017, website and landing page design focused on clean and usable experiences. We saw a shift towards more standardized framework. Jay Ojea Senior Product Specialist
- 24. Trend: 2017 saw a heavy usage of responsive design which improved device load but not necessarily the messaging. Not a good thing. Stephanie Mansueto Content Strategist in Creative Services
- 25. Tip: Get With It Responsive design won't fix your content problem. Don’t fall into the trap of moving to responsive to make a mobile website without first dealing with your content problem. Stephanie Mansueto Content Strategist in Creative Services
- 26. Prediction: Increased focus on simplifying designs for usability. Jay Ojea Senior Product Specialist
- 27. Prediction: In 2018, we will see an increased focus on creating personalized experiences that solve user pain points rather than being flashy or radically different than competitors. Stephanie Mansueto Content Strategist in Creative Services
- 28. Live Chat! Questions? Comments? What are your thoughts? @ioninteractive #ionwebinar
- 29. T R E N D S