The era of social media self-regulation is over
With regulation on the horizon and government scrutiny reaching fever-pitch, the social media giants are already struggling to back up their claims to being guardians of free speech that have no responsibility for the content posted on their platforms. In a world of data breaches, hacking and fake news, social media giants will need to take greater responsibility for their communities if they are to avoid hefty regulation over the next 12 months. The calls for change are mounting and in 2019 failing react to the concerns of society at large will no longer be an option.
Focus on innovation, the good solution ?
In 2019, the need for faster and more reactive innovation will become even more integral. Some companies have already realized the importance of speed and are implementing more streamlined innovation processes, but next year we should expect to see a lot of this being put into action.
The investment of big companies comes from outside the business through crowdfunding to build hub innovation which are less risk-averse. But it also functions as a marketing tool, raising awareness and gauging consumer appetite. The end of 2018 has seen brands introducing ways to speed up marketing and 2019 will see the fruition of these efforts.
NLP for a better instant conversation process
After a long participation and some fails, natural language processing (NLP) reach a level of advancement in 2019.
Take-up has been slow – perhaps because marketers blew too much budget too early by setting up chatbots with no clear purpose. There was a rush to develop a ‘messaging strategy’ rather than a marketing strategy because brands want to automate the answers of client requests.
Right now, NLP still struggles to detect a lot of nuances in meaning, whether due to dialectal differences, lack of context or spelling and grammar errors. But the field is developing quickly.
But in 2019 we’re likely to see natural language processing (NLP) reach a level of advancement that finally makes more complex applications look both possible and appealing. This will benefit not just chatbots but also that other hugely promising but so far disappointing technology – voice assistants.
As a result, in a year’s time we could see brands taking the first steps towards creating chatbots and voice assistants that are more capable of understanding and responding accurately to complex queries and conversational requests. The upshot, eventually, should be a much improved customer experience and the ability for brands to make the path to conversion much smoother – whatever their business objectives.
Source : by Marketing Week December 12th 2018