At the beginning of 2017, our CEO, Luke Quilter, came up with five digital predictions that he felt would make a big impact in the year ahead.
Fast forward to 2018 and it’s time to see how much of a soothsayer he really is by reviewing some of his predictions.
First up, Luke predicted the uprising of chatbots.
In 2016 there was an increase in the number of chatbots being used, but they lacked personalisation and the ability to do much. Fast forward to the present and chatbots, fuelled by AI (Artificial Intelligence) are becoming a channel of customer service for people shopping and browsing online. Bots became accessible on Facebook Messenger, being used by a variety of brands to grow B2C communication.
TfL (London Transport) uses its Messenger bot to answer questions inputted by users and give updates about its services based on information from the TfL database. You can even input a single message to DOM the pizza bot and have your favourite pizza delivered to you, and ask the Lego bot to recommend the perfect Christmas present after describing the recipient, clever right? These bots are only just getting started, they’re learning from every message and will soon be huge.
Next up was social media filtering.
Now, we’re not talking about making your selfies look ‘on point’. Luke discussed his hope that social media would clean up its act. 2017 did, in fact, see a wave of social media filtering, welcomed by many due to an increase in ‘fake news’ and propaganda that was floating around the web at the time of the election. These filters aren’t always getting it right though, with many social media users being the victim of a ‘shadowban’ when seemingly doing nothing wrong.
A shadowban, as it’s commonly called, is when a user has been banned, unbeknownst to them, from an online community. A drop in engagement is the first sign that you’ve been hit with this ban, and on platforms such as Instagram, the main cause is an ‘improper’ use of hashtags.
Instagram released a statement saying “we recommend focusing on your business objective or goal rather than hashtags.” which seems to be whittling out the spammy use of hashtags that are not relevant to your content and are just trying to drive likes, for example, #blogger #lfl etc. As Luke hoped, social media is heading in the same direction and cleaning up on spam just like SEO did a few years ago, but it still has a way to go.
So, we’ve seen Luke’s power of prediction for 2017 and now it’s time to give Ant a chance. We’ve put together a little video exploring what ‘techy whizz’ the Sleeping Giant Media Managing Director, Anthony Klokkou, predicts will be the thing to watch in 2018. Check out Ant’s predictions below and watch the video to hear it from the man himself:
- Mobile first algorithm
- Growth in voice search
- AR & VR integration
- Amazon vs. Google in product search