Predictions for digital and social marketing in 2018

Predictions for digital and social marketing in 2018

Each year, I make a stab a what the digital marketing and social landscape will look like in the year ahead. Some of my predictions don’t come to pass, some are a little too early, and some are sort of in the right area. It’s probably a little more pessimistic than previous years as well.

You may disagree, or may want to expand on what’s written below. Either way, please do leave a comment about any of the ideas expressed.

Onto the predictions. One phrase that has been bandied around a lot towards the end of 2017 has been from publishers proclaiming their "pivot to readers". At a basic level, this is the publisher's way of saying we'll no longer be beholden to platforms like Facebook and Google and will concentrate on building our own brand through focusing on our core readership instead.

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What content marketers need to focus on to avoid becoming digital landfill

What content marketers need to focus on to avoid becoming digital landfill

Years ago, in journalism training, one soundbite on how to grab attention on an opinion piece stuck with me: “Ultimately, a brilliant article that nobody reads is an article that nobody reads.”

The same could be said for content marketing.

That’s not to say producing branded content is a waste of time and budget but without proper planning and strategy, it will as likely just become digital landfill, no matter how good the writing, imagery or production values are.

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It’s the data, stupid: why Facebook could decide the UK general election

It’s the data, stupid: why Facebook could decide the UK general election

I’ve written before about filter bubbles and elections — and the 2017 British General Election is a weird mixture of people both aware of filter bubbles yet still choosing to embrace them — but while many ardent Labour and Conservative supporters are Tweeting to the converted, the real difference lies in data and how this is applied to social media advertising.

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Why Vine struggled for a place in a shortform video world... and why the stars it created won't have the same difficulty

Why Vine struggled for a place in a shortform video world... and why the stars it created won't have the same difficulty

RIP Vine. Loved, but ultimately not loved enough, the six second video sharing app goes the way of Betamax, Phreadz and Meerkat in the video format graveyard. There’s been a nostalgic outpouring of love (if that’s possible for an app that’s only been in the public consciousness for four years) for Vine, but services can’t grow on love alone.


It’s doubtful too many brands will be ripping up their social media strategy off the back of Vine’s sunsetting last week. But Vine's demise points to a different future for shortform - and for the influencers who built their careers on the platform.

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Google's Allo: an app that challenges marketers

Google's Allo: an app that challenges marketers

Will Allo, Google’s new messaging app, lead the new charge of chatbots and AI? Probably not, but the official announcement has a few lines that should make any marketer sit up and take notice.

The right bot will remove that consideration element that’s so crucial to successful campaigns. Appealing to emotion will get you nowhere if the entity doing the consideration is a machine.

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