IBM predicts that by 2020 the digital universe will be four times bigger than it is today. I guess much of this will be a direct outcome of the marketing ‘content’ we are creating today.
Hand in hand with this, IBM also predicts that we could see a trend towards “dark social”. This is a phenomenon where people no longer want to share everything about their lives on social media – the greater proportion of conversation on social media now takes place in private within the messaging applications.
I heard this at a great talk by Jeremy Waite, at the Technology for Marketing Show, where he introduced IBM’s latest work with AI and marketing. Another interesting trend, which we are beginning to see – is for the big IT companies, and I am sure Facebook will be one of the first of these, to look for ways to track emotions as well as clicks. While it may seem strange at first, it would really be extremely simple for a company to track emojis and feed the data back into their marketing information.
With these trends evolving, personalised marketing where you approach each contact with the right message at the right time becomes more complex, as there is more data to read. This is a new challenge for marketers, and Big Data and data analytics are likely to become drivers of marketing – working to understand feelings and emotions – especially in the bigger consumer-facing companies.