A Look Ahead: Trends to Impact Marketers

We’re looking ahead to the biggest developments we see coming for the back half of 2018.

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We’re examining some eye-opening statistics and events from the past few months, and what impacts they will have on marketers moving forward.

1. 50% of all searches will be done by voice by 2021

With the popularity of products like Google Home, the Apple Homepod and the Amazon Echo, it’s no surprise that voice search this is one of our biggest trends to watch in the coming months. According to Activate, there will be 21.4 million smart speakers in U.S. homes by 2020. Keep in mind, voice search can be drastically different than typed search. These speakers are and will continue to change how people search and find information on the web. Which in turn, will drastically alter how information is created for the web.

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2. 98% of the time mobile phones are used in portrait (vertical) mode

What does this mean for the way we consume content, and specifically, video content? Largely thanks in part to social media, vertical is the future. To start, Facebook receives 8 billion video views per day, while Snapchat gets 10 billion vertical only video views per day. With a special nod to Instagram’s 300 million daily active users, surely giving an extra push to the vertical video revolution. It is important to keep in mind when creating and/or editing content that users live and breathe in this mobile-first world and will consume media accordingly.

3. An increase in transparency with your personal data and who it is shared with

If you are one of the 2.8 billion users on Facebook, you are most likely aware of the data breach that occurred earlier this year. The social powerhouse found themselves in the middle of a media crisis when it was leaked that a third-party app had wrongfully harvested the personal data of millions of users. In recent weeks, Facebook has made serious moves to improve their privacy policy and user experience. Other social networks have begun to follow suit. It is likely that this move to strengthen the security of personal data will extend well beyond social media networks. Toward the end of 2018, we can expect to see personal data (as well as the use of it) become more protected and more valuable than ever.

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