Isn’t it amazing how in a relatively short period of time, big tech companies like Google and Amazon have become our favorite “household names” while old guard brands like P&G or Coca Cola have become “lost brands?”
But, of course, it makes sense – the internet has become as vital as the air we breathe – at least in my household. If the cable is out, nobody really cares but if the internet is down, my whole building goes ballistic.
Here are some stats to back this up:
- 21% of Americans say they are online “almost constantly,” 42% go online a few times a day (Source: Pew)
- 55% would be happy to purchase everything online (including a house!)
- 72% purchase something online at least once a month
- 60% buy clothing online in a typical month
Heading into 2018, here are 6 trends I expect to become even more ubiquitous. (Note: I’m not reiterating developments I have recently written about e.g. bitcoin or AI).
Read on below.
1. DYNAMIC: THE BUZZWORD OF 2018
- As consumers match the criteria set for a site’s dynamic content (like an industry, hobby, family status), a variation of content will display that’s relevant to that viewer.
- For example, a national retailer could have their “locations” page only provide the three closest stores to a viewer’s location.
- A B2B firm could use dynamic content on their case studies page to highlight the most relevant content based on each viewer’s industry.
Dynamic Pricing Will Be Commonplace Within 5 Years (Source: The Guardian)
- Dynamic pricing means that the cost of an item or service ebbs and flows in response to even slight shifts in supply and demand.
- Regal Cinemas will be trialing a form of dynamic pricing at its multiplexes in 2018.
- Other industries exploring dynamic pricing: parking and tour operators.
- Amazon tweaks prices every day.
MADE-FOR-INSTRAGRAM EXHIBITS (Museums, Events, Pop-Ups, Window Displays)
This is the future of art. If it’s not instagrammable, you might as well forget it.
- Extends beyond museum and galleries to events, pop ups and retail window design.
- And now there are pop up museums created specifically with instagram in mind.
- So disappointed that I missed San Francisco’s Color Factory experience.
TOP SOCIAL NETWORKS FOR INFLUENCERS IN 2018 (Source: marketingprofs.com)
Instagram is #1 across the board:
- 99% of influencers are on Instagram vs. 70% on Facebook, 47% on Snapchat
- 82% will be focusing primarily on Instagram in 2018, 12% say YouTube, up from 3%
- 76% say Instagram has the best tools for creators among the major social networks.
- Condé Nast Italia’s Social Academy, based in Milan, kicked off in November with its first-ever six-month course on social media practices and digital influencer marketing.
- The class of 20 female students, selected among 2,000 candidates, will learn from a faculty of Condé Nast employees. The course is in partnership with L’Oréal Luxe Italia.
AXIOS – MY NEW MEDIA CRUSH
LOVE this recently formed media company because it believes, as I do, in SMART BREVITY. It delivers smart, substantive, concisely written articles on topics of interest to me. Plus, they specifically keep in mind that many of us have very short attention spans and get bored much more easily than in the past.
Axios is the anti-Skimm – which says it is smart, but just serves up dumbed-down front page news in an irritatingly silly way. I have never understood its appeal. Very happy to have AXIOS join my 2 other favorites: Business Insider and Business of Fashion.
“Face with Tears of Joy” is Apple’s most popular emoji among English speakers in the United States.
SURGEONS USE SOCIAL MEDIA TO SHARE/LEARN NEW SKILLS (Source: HBR)
This is absolutely fascinating. Go docs!!
Academic surgical departments across the globe hold weekly Morbidity and Mortality (M&M) conferences that gather surgeons together to review cases and share ideas for improving their practice.
- Facebook, Twitter, and other social media platforms have emerged as powerful tools for keeping surgeons connected
- Facebook groups like the International Hernia Collaboration allow surgeons to share cases and exchange questions and experiences regarding particular techniques or practices.
- These groups have large memberships and generate numerous online discussions every day among practicing surgeons worldwide.
- Surgeons from around the globe post questions, photos, or videos of their techniques for others’ feedback, learning, or discussion.
- The number of posts is significantly greater on mid-week days (Tuesday, Wednesday, and Thursday), suggesting surgeons utilize Facebook groups as part of their weekly workflow rather than in their spare time (on the weekends, for example).
- Posts with links, photos, or videos got more “likes” than posts with only text; but text-only posts yielded a greater number of comments, a more active form of social media interaction.
- Members describe the group as “a safe space to challenge ideas, post videos to get tips on how to do things better, and generally advance medicine collectively.”
- One user noted, “The time I’ve spent watching and reading tips and techniques is essentially a ‘robotic fellowship’” – leading to a significant improvement in this user’s learning curve.