- AI-Driven Hyper-Personalisation
By 2025, personalisation is going to be so much more than using a user’s name, even if a marketer still needs to collect several pieces of information (for example, an occasional email newsletter). Brands can now reactively create content, product recommendations, and offers based on users’ movement, choices, and micro-moments (thanks to AI and machine learning).
What has changed: Now brands can dynamically segment audiences, hence no more static personas or audiences! (thanks to AI).
Marketing opportunity: dynamic content in email, personalised landing pages, and intelligent product carousels.
📲2. Mobile First Experiences and Micro-Moments
Smartphones are now so much more than communication systems – they are the new decision-making engines. Micro-moments are those fleeting moments when we instinctively reach for our devices to get a quick answer. It creates conversion, enabling micro-moments to be turned into moments to tell consumers to make a purchase.
Contextual marketing insight: Users are expecting quick-loading, easy-to-access mobile content that can promptly resolve a particular problem.
Marketing opportunity: plan for the future of voice search, short format video, AMP content, & blog posts, to intercept must-do decision-making activities out of consumers.
Bonus contextual marketing insight: user experience is more than just mobile design; it is equally psychological. The short attention spans mean they want the experience to be as frictionless and intuitive as possible.
📸 3. The Rise of Shoppable Content
Content marketing and e-commerce have probably folded into one more than ever before. Shoppable content (whether it is from a designer or in an Instagram reel, blog post, or live video) allows buyers to buy from whatever content they are consuming.
