Black Friday/Cyber Monday 2017 came and went, signaling that the year is almost over. Did we handle what occurred in 2017, and will we be ready for 2018? As we ask this, it’s the opportune moment to reflect on the trends we just saw and offer some predictions for next year.
I randomly asked a few colleagues for their perspectives, and here’s what they said:
Mickey Winter, Creative Director:
- 2017 Top Trend(s): The rise of Niche brands (Casper, Brooklinen, AllBirds)
- 2018 Predicted Top Trend(s): Paid Social and Social Commerce!! No doubt!
Leland Clemmons, Front-End Developer:
- 2017 Top Trend(s): Ad blockers and ensuing ad innovation. Ad-blocking technology continued to saturate the market, and the ad tech world paid attention. Advertising had to become craftier and more engaging.
- 2018 Predicted Top Trend(s): A rise in machine-driven/AI-based A/B testing. There are many micro-optimizations sites can use, but they are too small to reasonably discover. Tests driven by machines can resolve the difficulty and improve the digital space.
Greg Steinberg, Principal & Founder:
- 2017 Top Trend(s): Influence of paid social advertising.
- 2018 Predicted Top Trend(s): Deeper personalization and segmentation in advertising, niche (almost micro) products and markets, greater ownership of customer relationship (B2C v wholesale/marketplace).
Ethan Messenger, Project Manager:
- 2017 Top Trend(s): The mobile wallet (Apple Pay, Paypal, etc.). I think brands are recognizied the value of the mobile wallet to help create more seamless shopping experiences for customers.
- 2018 Predicted Top Trend(s): New development kits like ARCore and ARKit will enable more than 600 million phones to render interactive augmented reality experiences. Mobile AR technology allows consumers to understand how a product will mesh with their physical spatial surroundings.
Phillip Jackson, Ecommerce Evangelist:
- 2017 Top Trend(s): A growing awareness that “omnichannel” means we must keep evolving. It’s not enough to be present in every customer channel. We must adapt our operations and brand voice to legitimize why we’re on that channel.
- 2018 Predicted Top Trend(s): We’ll be rethinking marketplace partnerships. Wal-Mart is cool, and Amazon is no longer our enemy. As organic search continues losing to marketplace-direct searches, we’ll create clear strategies to meet customers where they are.
We don’t claim to read the tea leaves at Something Digital, but we live ecommerce every day. Hopefully, you’ll find this insight helpful.
Written by: Jon Klonsky, Principal