Top 2018 Trends and Predictions

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Jay Ojea Senior Product Specialist

Stephanie Mansueto Content Strategist in

Creative Services

Presenters

Audrey Ross Director of Customer

Engagement

Missi Carmen Director of Marketing

Asa Hochhauser Director of Sales

TopicsContent Strategy for Interactive Content1

Personalization Impact on Prospect & Customer

Engagement2Interactive Design Trends3

Content Strategy for Interactive Content

Trend:Wide adoption of documented content marketing strategy in 2017. Here at ion, we believe the starting point of a successful strategy begins with identifying the goals and lifecycle of the content piece.

Stephanie Mansueto Content Strategist in Creative Services

Term: LifecycleBefore starting down the path of interactive content, document the lifecycle of a single piece of content: where it will live, who will interact with it, what success looks like and when it will be retired.


Trend:New content flooded every industry and with it, created challenges for marketers fighting to capture customer attention. With this influx of content, many businesses experienced consumer fatigue.

Audrey Ross Director of Customer Engagement

Prediction:The content lifecycle will rise. 2018 will see marketers marry the static with interactive content from conception, to creation, distribution, and measurement.


Tip: Testing• Customer Funnel: prospects

vs. existing vs. both• Content Placement: website,

device, app, email, landing page• Defined Actions: click, scroll,

hover, reveal, slide, submit• Experience Type: quiz, eBook,

white paper, configurator


Prediction:Interactive content will be used as a tool woven throughout the conversion funnel to drive results in the discovery, consideration and decision stages.


Tip: Interactive Content by Stage• Awareness: quizzes,

assessments, calculators, infographics

• Consideration: ebooks, white papers, configurators, solution finders, calculators

• Decision: solution planners, calculators, configurators


Personalization Impact on Prospect & Customer

Engagement Strategies

Trend:“Only (45%) agree that marketers are getting personalization right. …the proportion satisfied with the level of personalization in their own organizations is low at 30%…”

2017 Researchscape International

Missi CarmenDirector of Marketing

Trend:Two-thirds (67%) respondents approach personalization with rule-based targeting to segments versus the more advanced algorithmic 1-to-1 approach (13%), with 20% using both.

2017 Researchscape International


Trend:60% of marketers struggle to personalize content in real-time, yet 77% believe real-time personalization is crucial to capturing prospects during micro-moments.

Adobe Campaign Real-Time Marketing Insights Study


Prediction 1:2018 will demand that personalization use collected data interwoven into dynamic and engaging content throughout each stage in the customer lifecycle.


Prediction 2:2018 will see an increase in Build Your Own Solution.

For example, Solution Builders for Bars, Shoes, Grocery Lists, Meals, Plans (B2B).


Prediction:To succeed, to achieve prospect engagement, Sales Teams will require the combined use of interactive content and automation solutions to create a true personalization strategy that supports each stage of the funnel.


Prediction 1:Increase in demand for data collection and click activity, from interactive content. Result = tracked user behaviors and actions will be optimized to improve prospect and customer experience.


Prediction 2:Logic and scoring tactics will be required within interactive content to help the content feel more dynamic and personalized to the user.


Interactive Design Trends for 2018

Trend:In 2017, website and landing page design focused on clean and usable experiences. We saw a shift towards more standardized framework.

Jay OjeaSenior Product Specialist

Trend:2017 saw a heavy usage of responsive design which improved device load but not necessarily the messaging.

Not a good thing.


Tip: Get With ItResponsive design won't fix your content problem.

Don’t fall into the trap of moving to responsive to make a mobile website without first dealing with your content problem.


Prediction:Increased focus on simplifying designs for usability.

Jay OjeaSenior Product Specialist

Prediction:In 2018, we will see an increased focus on creating personalized experiences that solve user pain points rather than being flashy or radically different than competitors.


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