LinkedIn, Chatbots and Other Trends in 2018

LinkedIn, Chatbots and Other Trends in 2018

marketing communications consultant, marketing communications consultant Ottawa, marketing communications plan, marcom plan, marketing tactics, website planning, event planning, copywriting, Irene Crosby, Target Insight Marketing Communications

Like most marketing professionals, my daytime hours are filled with quiet focused hours developing strategies, fast-paced multi-tasking hours executing tactics and expressive hours pounding the silver keys to capture words as quickly as content takes shape in my mind. Each evening, though, I like to unwind and wander through social networks stopping only to read content that catches my attention.

These days, I find that LinkedIn provides the best content; Twitter I check only if there’s any time left in my evening. This is the time of year when high-profile marketing pros forecast the top trends for 2018. One forecast, in particular, caught my eye because the author, Ryan Holmes of Hootsuite, reinforced my thoughts about LinkedIn.

This article by Holmes is a worthwhile read: 5 Trends that Will Change How You Use Social Media in 2018. Here are the highlights of Holmes’ picks:

  • Social media takes on [mobile] TV
  • Social media AI moves beyond the chatbot
  • Social media algorithms get ethics
  • Shopping comes to social media
  • A sleeping social giant awakens (spoiler alert: LinkedIn)

Back up to the second bullet, “social media AI (artificial intelligence) moves beyond the chatbot.” I’ve heard the term quite a bit over the few months but, I admit, I only had an inkling of what a chatbot was. So, Holmes’ second bullet two prompted me actively research chatbot—because businesses are using chatbots to engage customers through targeted marketing campaigns, as well as to present product recommendations.

Here’s one of the better explanations that I found:

“A chatbot can have a conversation with a customer but isn’t limited by technology because the AI technology is built in to the software. In most cases, chatbots use messenger apps to communicate with customers. A person can type or ask a question and the chatbot responds with the right information. Depending on the situation, many chatbots can learn from what a customer says to personalize the interaction and build off previous interaction. For example, if a customer talks with a chatbot and asks for movie recommendations, the chatbot can remember which movie the customer saw and follow up with it later when providing a recommendation for a restaurant or another movie. Chatbots have the ability to dig through huge amounts of data to pick out the best nugget for a customer, weather [sic] it is a troubleshooting solution or a recommendation for a new product to try.”

If you’re unfamiliar with chatbots, I recommend that you read the complete article from which I pulled this quote: What is a Chatbot, and Why is it Important for Customer Experience? by Blake Morgan and published by Forbes.

And, if you’d like to read the complete article by Ryan Holmes of Hootsuite, here’s the link: 5 Trends that Will Change How You Use Social Media in 2018.

The Extra Insight: Learning is lifelong. Keep learning in 2018.


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