Key Digital Trends of 2018

By: Jessica and Gemma 22 Dec, 2017

Digital is new black in every sector right now. Read up on the emerging digital trends in 2018!


Augmented Reality gets Real


When you think of augmented reality, I don’t know about you but I instantly think of those large, bulky goggles that wrap around your head. Video games in particular have capitalized on this area by giving their users a whole new user experience which further immerses them into a game. Gone are the days that you would sync your video game console with a television, it’s now dispensable for portable and light AR/ VR goggles.

Although, AR is more than this. Simply stated – AR allows you to see virtual items or information while living in and looking at the real world around you. Pokemon Go was the first from this trend to reach mainstream attention. AR/ VR goes much further than gaming, other innovative examples includes the IKEA app which allows you to virtually furnish your house and the Ray-Ban website which allows you to virtually try on glasses.

AR/ VR is going to be huge in the coming year, especially in a B2C market as it allows businesses to bridge the gap between online and in-store experiences. This in turn increases conversion rates and reduces time to purchase for consumers.


On Demand Viewing


2017 has been huge for on demand viewing! It has only cemented new norms for us habitual creatures. This year alone, we collectively streamed over a billion hours of content per week. And this is only on Netflix. This doesn’t include Hulu, Lightbox, Neon and all the other streaming websites there are out there. Crazy huh?!

There’s nothing much to explain because I think we’ve bandwagoned and part of this changing era. So what’s to expect next? More streaming sites apparently. Disney recently pulled out of its deal to distribute its content through Netflix so it can set up its own channel in 2019. We’re also looking at sport streaming platform to distribute the Champions League and Europa League in the US from next year. To add to this, Facebook is on the cusp of launching a original content streaming service too!

Ultimately, the end user is the winner. We are spoilt for choice while these streaming providers face increased competition and battle till what looks like will be death.


Influencer Marketing


Nowadays when you go out, literally every fifth person will tell you they’re some sort of social media model. You go on their instagram and with 1000 followers, their feed is littered with pretentious Fit Tea promotional photos captioned with a 20% off discount code. On the other end of the spectrum, there are the brands who’s message/ product becomes diluted because so many influencers are promoting it that it loses it authenticity and credibility. Fit Tea, we’re pointing the finger at you again.

YouTube and Instagram has been the pinnacle for influencer marketing. But it is apparent that influencer marketing only works where the communications are authentic. When the influencer begins partnering with too many brands to pimp their latest product for a wad of cash, the audience is only tolerant for a while. They soon perceive credibility loss and audience erosion.

In 2018, I believe we will see a increase in influencer marketing as it becomes mainstream while also seeing some being more cautious of it. The whole medium is under scrutiny as audiences start of question the credibility of individual influencers as well as the notion as a whole.


The Amazon Awakening


Amazon has stepped up its game recently and will be even more in the coming year. It’s set to compete with Apple and Google through its line of smart devices. It has recently released a slew of consumer gadgets such as a Alexa powered Home Hubs and Speakers.

Smart tools is definitely not their end game. We already know that Amazon is the biggest e-commerce platform in the world and it is looking to capitalize on this by integrating it into the Alexa voice-based digital assistant. This also provides customers to view content like movies and books from Amazon Prime, their $99 a year membership. It ultimately wants to give consumers the ability to buy items on its website from any of their devices – axing the whole smart phone notion.

Very keen to see how this one pans out when it hits the mainstream market!

Video Content

Facebook embraced video back in 2015 and coincidentally a huge charitable event known as the ALS Video Challenge just happens to go viral. Other platforms saw this as a opportunity to step up and implement their own video offerings – Twitter, Instagram, Snapchat etc.

Video now merged with new technology such as VR, Snapchat Spectacles and AR basically confirms that video is here to stay and everyone should be joining in.

Like Mark Zuckerberg said, “We see a world that is video-first with video at the heart of all our apps and services”.


What are you thoughts?

All credit to the Oglivy – Key Digital Trends for 2017 Report