GlobalWebIndex has released an interesting blue print on Consumer Trends on the consumer side which in 2018 will be considered for Digital Marketing and Communication strategies.

from gen-z which replaces by age group i Millennials to the "Mobile Payment Race“. Separate chapter dedicated to the decline of “famous and rich” influencers which as a means that is no longer sustainable for the Brands leave room for micro-influencers, real customers, real judges, real critics and for now less paid product journalists even if they don't convince me. I see a formula on Digital PR Made of “cross-content-consumption” much broader but always a mix between "desire and reality".

“Brands need to focus on sincerity and relationship-building that matches their message”

There is also talk of engagement territories that are increasingly attracting real audiences such as the Sport Online, Social Music and TVOD. The future? I smile when I see strategies made up of a video, digital and social planning and a sprinkling of SEM and Always-On. Wakes up! a little sugar is no longer enough to swallow the pill for customers.

We need broad, very broad and rich stories of Awareness, supported by serious data analysis which, between attitudes and behaviors, create conversion calls to action. The Performance Marketing Manager/Director of today and tomorrow will be half psychologist and half precision surgeon.

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