Watch out for these trends in our digital world this year. How will it affect health & wellness brands?

1. 17FOR1717 Digital Trends for 2017
To engage more on this topic:
Greg Lewis, EVP, Managing Partner, greg.lewis@ghgroup.com
Gene Fitzpatrick, SVP, Multichannel Strategy, Strategic Services, gene.fitzpatrick@ghgroup.com
1ANTISOCIALThe big social players
no longer consider
themselves social
networks. They are
content providers.
2SUPER
REALITY
3CONTENT
ENTERTAINMENT
4BIG DATA
7SOCIAL
CUSTOMER
11SEARCH 15COMMUNITIES
12ONLINE
PR
5AUTOMATION
6MOBILE
FIRST
8CHATBOTS
9ADAPTING BY
CONVERSION
10INTERNET
OF THINGS
13INFLUENCERS
14BRANDED
ENTERTAINMENT
16COMMUNITY
INFLUENCE
17AT WORK
SOCIAL
Augmented, virtual, and enhanced reality
will become the norm, integrated into our
phones, eyeglasses, TV-viewing
experience, and
potentially even
contact lenses.
• Producing content
(live streams)
• Experiential content
• Content flow
• Measuring content
• The ability to
collect data is
greater than
ever before
• Predictive
analyzing
technology is
advancing
rapidly
• Analysis is
contingent
on data
Most of marketing
can be automated
based on specific
customer
interactions.
Much of customer
service is shifting
toward social
platforms.
Cognitive
intelligence
and automation
together are
producing effective,
person-less chatbots
that can interact with
basic customer questions
and needs. It’s becoming
integrated into chat engines
like Facebook Messenger
and others.
The days of building a digital property
and letting it sit are over.
All digital properties must
have monitored
measurable goals
and conversion.
Marketers must be prepared
to adapt quickly.
Everything is connected now—our light bulbs,
watches, glasses, cars, computers.
Few marketers
are in the right
spot, but if they
are, there is no
competition.
Product placement is
no longer just a can
in the background.
Brands are being
integrated into
content and
entertainment as
well as the promotional ecosystem around it.
Online groups, Facebook groups,
patient groups, and other online
communities are becoming
crucial sources of news and
information for many users.
Most of what
we are viewing
digitally—even
medications—
will be rated
by others.
2017 may finally be the year
the workplace starts to
communicate more quickly,
like we do with our
personal communications.
Perhaps we won’t have to
email everything after all,
and can chat, text, and
message more within
the office, instead.
“Voice searches are 30% more
likely to be action-orientated.”
• Sites need content
• Content needs
summary
• Content needs to
be current
• Paid search is adapting
quicker than ever
The speed of news is quicker than the occurrence
of news.
Key opinion leaders are
everywhere, and when
they tweet, post, share,
etc, the impact of
the communication is
enormous. Who can
influence your brand?
• Our primary online
experience is mobile
• Google now favors
mobile-first content
• Mobile advertising
is more actionable
• Multi-platform
is crucial