As companies seek more ways to reach customers, the role of digital agencies will expand from just being tactical implementers to giving extensive strategic input across the business says BRADLEY ELLIOTT, director at digital creative consultancy Platinum Seed.
According to the Forrester’s 2017 Customer Experience (CX) Index, 30% of companies will see declines in the quality of their customer experience performance in 2018, placing their businesses at risk.
The report explains that customer expectations will outpace companies’ ability to evolve or invent experiences. This slow pace of transformation means companies can’t adjust fast enough or well enough.
The smart executives will be the ones to take proactive steps in turning their customer experience platforms into portals for truly compelling and meaningful engagements with customers.
As digital agencies and consultancies seek to gain distinction over competitors, the following seven trends will drive the development of digital in 2018:
- Data will fall
South Africa has some of the highest data tariffs in the world, restricting access to cutting edge applications at work and home. Due to pressure by #datamustfall campaigners, network operators have begun the long-overdue process of drastically cutting data prices, granting easier access to broadband Internet to South Africans, particularly the youth.
- The rise of online video
As data prices decline, video content is becoming an increasingly dominant part of the Internet, with video making up 74% of all Internet traffic in 2017, according to a recent report. This is set to increase further, with brands investing more on video across their functional divisions.
- Marrying tech with creativity
As marketing and core business functionality become increasingly intertwined, companies are breaking down the silos that separate their various divisions. Creative agencies and tech consultancies alike will need to offer integrated digital platforms with a range of applications, including admin, logistics and marketing. The various tools will be integrated into a single experience that takes the user seamlessly from the initial moment of gaining awareness about a brand or offer, to placing an order, tracking it, delivery, and after-sales service and monitoring.
- The Technology Revolution – IoT, AI and robotics
- Big data analytics will become a vital input into marketing efforts and key business decisions, enabling the offering of targeted and personalised offers to customers through preferred channels. Automated artificial intelligence (AI) systems will allow much better precision and accuracy, improving click-through-rates and sales.
- Feeding in the Internet of Things (IoT), the online world will extend further into urban planning through Smart City technology that connects public infrastructure such as traffic lights with smart devices such as vehicles and mobile phones. Already gaining momentum are location-based social platforms like traffic and navigation app Waze, which offers motorists the easiest and fastest routes to their destinations. At home, devices such as the Amazon Echo smart speaker, a voice-controlled intelligent personal assistant, offer a wide range of weather, radio, music streaming, shopping and general search services, offering deeper and richer connectivity to the online world.
- Using AI, robotics will take on increasingly complex tasks, such as online retail delivery using drones, autonomous transport and hi-tech assembly and maintenance.
- Real Influencers
The flooded world of social media calls for brands to demand more out of their influencer programmes than just well-known faces. AI technology such as Continuon can identify the most active individuals who drive the conversation around a brand on social media. While not as famous as celebrity influencers, they are authentic in their engagement and effective in their ability to drive a meaningful campaign.
A host of new channels, devices and technologies are set to enter the market in 2018, however the overall trend is towards more personalised and meaningful engagements that recognise a long-term relationship between a brand and its customers and employees.
Using these tools and trends, digital marketers and tech consultants will be able to stay on the cutting edge at each step of evolution. Advanced technology will be meaningless without the intention of creating a world that enables the lives of consumers rather than clutters them.
Welcome to world of 2099
The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.
Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.
This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.
Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.
As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.
“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”
The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.
“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”
Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Street art goes electric
Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.
The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.
The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.
D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.
D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.
“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”
As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.
Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”
Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”