Page 12 - AeM_Jan_2018

RESEARCH, ANALYSIS & TRENDS

Digitization brings more automation,

more personalization, legal barriers and

new monetization channels in 2018

The digitalization of marketing keeps its status of being a only to the recipient's profile, but also to the time and
megatrend in 2018 and continues to breed new develop- place of opening. Interactive emails eliminate the need
ments with the help of technology. In fact, the following to switch to a landing page, offer in-mail shopping,
trends can be expected this year: multimedia applications, and what your heart desires.

AI meets content, resulting in useful text Dominance of the major trading platforms
automation Thanks to search engine marketing, e-commerce can
be regarded as a large shopping mall with countless
The text production by semantic software, based on individual shops, and this mall principle is now widely
artificial intelligence (AI), will establish itself in the market gaining acceptance on the Internet. More and more
after a tentative start. In addition to the news production, providers are gathering under one roof, e.g. on a
product descriptions in the steadily growing e-business platform such as Amazon, Ebay or Rakuten, where
will become a domain for automated text production. As around half of all consumers start their product search.
an example, Google started to support the British start- That means that the commercial giant, founded by Jeff
up Urbs Media with its Digital News Initiative, that will Bezos, takes on the role of a shopping search engine
soon use AI to filter out valuable data from large and consequently all those who cannot be found there
amounts of data and automatically write up to 1,000 are losing out - at least in the consumer world. In 2018,
news texts per day.
this trend will not only increase significantly, it will also
jump over to the B2B business.
Dynamic and interactive email marketing
Pay per use in the Internet of Things
Even in email marketing, the possibilities of digitization
are still not utilized. Due to the advancing marketing After IoT applications have found their way into
automation, the not-so-new possibilities of predictive production (Industry 4.0), as well as retail, services,
targeting on a big data basis will only be applied widely and customer business (smart home), manufacturers
in the near future. Dynamic emails and newsletters will are increasingly considering better monetization. Many
automatically adapt with hyper-personalized content not
providers have come to the conclusion that the
12 January 2018 - Trends and Predictions