In this E-Book we will be covering what's new, but more important, how the changes affect your business and what other companies are doing to adapt. So, grab your mobile device, AR glasses, or VR headset, and let's jump on the digital trends express.

1. TOP 7 DIGITAL TRENDS IN
MOBILE, SOCIAL AND
ARTIFICIAL INTELLIGENCE
IN 2019
w w w . I t s E C a m p u s . i n

2. T R E N D 1 : T H E E R A O F V E R T I C A L V I D E O
THE ERA OF
VERTICAL
VIDEO
TREND 1

3. THE ERA OF
VERTICAL VIDEO
Stand up straight. Something we all heard as
a kid. You could call that the first vertically-
inspired performance, which may or may not
be the precursor to vertical video.
Vertical video, that is, video we consume in
portrait mode on our mobile device, has
certainly come of age. The term was coined
by Snapchat but has been popularized on
Instagram and Facebook, and now it's gaining
even more traction with IGTV. IGTV is
Instagram's take on longer form vertical
programming.
The shows can be up to an hour in length and
well-produced, which means brands need to
create higher quality vertical video content.
Instagram even created a handbook for social
video creators. They offer tips on apps and
tools, how to capture and edit, what
accessories you'll need, and how to upload
from mobile and desktop.
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4. THE ERA OF
VERTICAL VIDEO
Vertical video is an anathema to film
enthusiasts because of its small, narrow
screen. You don't get to see what's on the
edges. But even the well-respected
BBC, which, as a television
broadcaster, produces most of its
broadcasting for the wider screen, developed
a vertical format for its app knowing that
nearly half of its digital news videos are
watched there.
94% of us hold our phone vertically when
we're recording videos, and three quarters of
Millennials watch videos vertically on their
mobile device. Aesthetics aside, if you wanna
engage your customers on mobile, you need
to embrace vertical video.
Our eyes may take in the wide screen when
we're looking around us, but on smartphones,
it's not a panoramic view. It's more of an up
and down.
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5. T R E N D 2 : M A R K E T I N G I N M I C R O - M O M E N T S
MARKETING
IN MICRO-
MOMENTS
TREND 2

6. MARKETING IN MICRO-MOMENTS
Does this sound familiar? You're in the middle of one thing and all of a sudden
you have an urge to grab your smartphone and find out something else. And,
we're not alone. 91% of us exhibit that type of behavior.
Google calls these short bursts of interest micro-moments, and they divided them
into four main types.
1. I wanna know moments are when we wanna learn or discover something.
2. I wanna go, focuses on location.
3. I wanna do is when people are looking for ideas.
4. And of course, when you're ready to purchase, that's an I wanna buy moment.
So what are we looking for? It could be anything. Say it's the middle of winter, and
we just feel the need to get away somewhere warm, that's an I wanna go
moment.
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7. MARKETING IN MICRO-MOMENT
The key is for brands to create mobile-friendly content that's helpful, relevant, and
accessible when your customers want it. In micro-moments, we need to shift the
way we reach our audiences by understanding their lives, rather than just focusing
on demographics.
In fact, researchers estimate that brands are missing out on seven out of 10
potential customers if they just use traditional targeting. For instance, 40% of
baby products are bought by people who live in households without kids.
And 45% of home improvement searches are done by women. Home Depot used
this insight to create a series of mobile DIY how-to videos. They anticipated
customer intent, and were there to solve an unmet need.
But that's not all, as many as 2/3rds of usswitch to another site if there are too
many steps to purchase or find the info we want. So you need to make your user's
experience seamless by integrating design with their needs.
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8. T R E N D 3 : G O L I V E W I T H Y O U R M O B I L E
GO
REAL-TIME
AND LIVE
FROM YOUR
MOBILE
TREND 3

9. GO REAL-TIME & LIVE
WITH YOUR MOBILE
A friend of mine recently published her first
book. When the advanced copies arrived, she
wanted to share her excitement in a live
unboxing video on Facebook. The trouble was,
her camera was in landscape mode, so for the
next 15 minutes, she was sideways. It was
painful to watch.
That's why it's so important for marketers and
creators to test and rehearse before you go
live.
Here's a roundup of what's new in video from
Twitter, YouTube, and Facebook.
Twitter Timestamps lets users share the exact
moment from a live video, they wanna point
you, rather than just a link, to the entire feed.
That's great for customers who may be
interested in a specific part of your video or
creators who can highlight key ideas, stories,
or themes. Imagine an influencer is being
featured in your live brand video.
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10. GO REAL-TIME & LIVE
WITH YOUR MOBILE
Timestamps lets them share the exact
moment they're on with their followers and it
gives their followers an opportunity to
engage and amplify the content that matters
to them.
That's similar to what YouTube's premier
feature offers creators. It lets them prerecord
live videos and then set the launch date and
time. And during the broadcast, creators don't
have to focus on production, but can actively
take part in live chats or Q&As.
Never one to be left behind, Facebook's
opening its original content, Watch Hub, to
pagesand giving brand videos a new channel
for exposure.Facebook's also adding polling
and gamification to live and demand videos.
In social video, your show is simply a first
point of entry. To engage your audience,
companies have to be just as creative when
they interact.
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11. T R E N D 4 : S O C I A L M E D I A T R E N D S A N D U P D A T E S
SOCIAL
MEDIA
TRENDS
AND
UPDATES
TREND 4

12. SOCIAL MEDIA TRENDS AND UPDATES
As Facebook moved away from breaking news, Twitter's continued to embrace
it, and now their customizing the Explore tab to user's interests. When Twitter
thinks a particular news item is right for you, they'll send a notification. For
companies, this provides another opportunity to create timely content tailored to
your audience.
And speaking of the Explore tab, Twitter's created a new paid offering called
Promoted Trend Spotlight that features a visual card with a brand's ad at the top
of the Explore feed. And now, down to business.
LinkedIn's embracing multimedia with its new Sponsored Content carousel
ads that let organizations tell a story in up to 10 interactive and swipeable cards.
If you're a B2B marketer, think about how to use the new format to build a content
flow that both engages customers and moves them further down the purchase
path.
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13. SOCIAL MEDIA TRENDS AND UPDATES
Are you feeling a bit more emotional watching friend's stories on
Instagram? That's because the brand is letting users add popular songs and
music to their content. Not only that, you'll be able to select a specific point in the
music to set just the right mood. Google rebranded its ad products and organized
them into three separate units. AdWords is now called Google Ads and its AI-
powered smart campaigns will be the point of entry for small businesses to help
them target more effectively.
The marketing platform is focused on ways brands can integrate various Google
tools such as Google Analytics, and DoubleClick's audience insights. And Google
Ad Manager offers programmatic tools to help marketers manage their brands.
And finally, Snapchat's pushing further into commercial AR with shoppable
lenses. Brands can now create augmented reality experiences that drive users to
make a purchase without leaving the app. This offers Snapchat a way to keep
people on its app longer and brands an opportunity to link marketing efforts
directly to ROI.
Stay tuned with ItsECampus for more social media news and trends updates.
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14. T R E N D 5 : C H A T T I N G A B O U T C H A T B O T S
CHATTING
ABOUT
CHATBOTS
TREND 5

15. CHATTING ABOUT
CHATBOTS
How many chatbots do you know? If know is
even the right word, and by that I mean, how
many chatbots do you interact with on a
regular basis? And what's your experience
been? But before you respond, let's step back
to understand what a chatbot is and
does. Chatbots are AI-powered conversational
digital assistants that automate responses
between customers and brands.
You can subscribe to a bot for news and
entertainment or flight info, order a pizza or
find out the latest weather forecast.
But right now, it's not really a two-way
conversation.It's more like you ask, it
answers, most often in text.
We've checked out news outlets like
TechCrunch and the story customization
does get better over time as it learns my
preferences. We've asked about flight arrival
times on Instalocate and that's been pretty
good, but we haven't had anything close to
what we'll call a business relationship with a
chatbot.
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16. CHATTING ABOUT
CHATBOTS
Maybe that's because most of them are
single-purpose and don't give you the richness
of an interaction with a digital voice assistant
like Alexa or Google Assistant which, in many
ways, are chatbots themselves. But as more
get developed and testedwith richer consumer
data, they're bound to improve,and soon, many
of our first interactions with brands will be
person-to-machine, voice-activated, and based
on deep learning algorithms.
So, should your company set up a chatbot
right now?That's one of those
questions where the answer is, it
depends. Does your business have a lot of
repeated questions or interactions that you
can automate?
How will doing that affect your relationship
with customers and how can you ensure your
chatbot will effectively represent your brand
character and voice?There's certainly a lot of
buzz about chatbots, and they aren't going
away, but they're probably at the peak of the
inflated expectation stage in the Gartner Hype
Cycle.
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17. CHATTING ABOUT
CHATBOTS
That is, performance and results aren't
meeting expectations. And if you haven't
developed an effective strategy and execution
before you launch,you might turn off
customers before the chatbot reaches its
potential.
Here's one way to get started.Set up a
company-wide chatbot discovery group.Make
it cross-functional and include people from
customer service, sales, marketing, and PR.
Encourage your team to test and learn about
different chatbots from other
organizations, including your competitors.
You can find a wide selection by searching
Facebook Messenger. Have your team report
back on what worked, what didn't, and which
actions you could develop to help enhance
your customer experience.
That way, you can create a concept, conduct
initial tests, and launch your chatbot when it's
ready for primetime.
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18. T R E N D 6 : F O C U S O N V O I C E S E A R C H
FOCUS ON
VOICE
SEARCH
TREND 6

19. FOCUS ON VOICE SEARCH
OK, Google, I'm writing a script on voice search. Any suggestions? Alexa, how
about you? Siri, do you have an answer? Help! Joking aside, voice search is
becoming an important channel for brands.Mary Meeker of Kleiner Perkins said
that Google voice recognition is about 95%.
Pretty much the same as humans. And estimates are that in the next couple of
years, half of search will be voice activated. That's a lot of talk.
70% of the voice speaker market is currently controlled by just a few
companies, Google, Amazon, Microsoft, Apple, and Samsung. And because the
platforms and hardware are mostly proprietary, organizations need to
develop skills or actions for each app they wanna work with. So, what are skills
and actions? Essentially, they're customized interactions performed by digital
voice assistants.
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20. FOCUS ON VOICE SEARCH
Google calls voice searches as actions, and Amazon calls them skills. Here are
two examples. Laundry detergent Tide created a skill that lets users ask Tide how
to remove stains. An allergy medicine Zyrtec skill gives people an area-specific,
customized pollen and weather report. The common theme here is that both
brands thought about their customers' needs and how they could help in a
branded, but less promotional, way.
But in a competitive environment, any allergy brand could develop an interaction
similar to Zyrtec's and pay to have it come up at the top. That's one of the biggest
challenges in voice search. Users will no longer be presented with 10
results They'll likely get one or two. And whether those results are organic or
paid is still up in the air, and up to the Googles and Amazons of the world to
decide.
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21. FOCUS ON VOICE SEARCH
That's why the first step to mastering voice search is to understand the principles
of SEO and create content that answers your customers' questions better than
anyone else.
Start with your brand voice and imagine what it might actually sound like. Then,
look at the world from your customers' perspective. What, specifically, are they
looking for? What are they likely to ask? But don't just create idle chatter. Craft
helpful interactions that reach your customers when they wanna hear from
you. Literally.
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22. T R E N D 7 : C O M M E R C I A L I Z A T I O N O F V O I C E S E A R C H
VOICE SEARCH
IS GETTING
COMMERCIAL
NOW
TREND 7

23. COMMERCIALIZING
VOICE SEARCH
Hello, are you still there? I can imagine a time
in the not-so-distant future when that question
will be asked by a digital voice assistant if it
thinks we've forgotten it in the middle of a
request. And while we're not there yet, many
organizations are experimenting with voice
search, learning and creating new experiences
and apps.
Here are four examples.
1. Google and Target partnered on a voice-
activated coupon with benefits for customers
and both brands. People access the offer with
a command on Google Home or by typing it
into the Google Assistant app. Once activated,
the coupon customers a $15 discount off a
Target purchase if they placed their order
through Google Express, the search
giant's home delivery service. It's like a voice-
initiated call to action.
2. VaynerMedia, the firm created by high
profile social media marketer Gary V., recently
launched a voice AOR, or Agency of Record
division, that helps clients develop programs
using conversational AI.
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24. COMMERCIALIZING
VOICE SEARCH
One of the first clients to try it was JPMorgan
Chase. The agency was charged with
helping the venerable financial company figure
out how to produce Alexa skills based on
questions their customers might ask. Like, if I
keep saving the way I do now, how long would
it take me to buy this house? I'm sure both
bank and agency know that when proprietary
financial information is involved, customer
privacy is more important than ever, especially
in the age of GDPR.
3. There's a start-up in San Francisco that's
taking the concept of brand voice to a whole
new level. Voicery creates human sounding
vocalizations for companies that express
emotion and don't sound like a synthesized
machine. Imagine a chatbot conversation with
your favorite brand where the response on the
other end sounds just like a real
person, complete with empathy,
personality, and even a sense of humor.
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25. COMMERCIALIZING
VOICE SEARCH
4. Now Google has developed its Duplex
AI, where a human sounding digital
assistant makes a restaurant reservation,
complete with ums and ahs. Of course, Google
learned about the need for disclosure and
transparency the hard way after an outcry on
social media. The second iteration of the
app that's still being tested has a digital
voice identify itself and what it is. It's still early
days for voice search and voice-activated
marketing.
That means we'll be seeing lots of news,
tests, and failures, and as companies try to
monetize voice interactions, they'll need to put
ethics, culture, and privacy front and center. In
other words, brands will have to walk the talk.
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