Because time immemorial, humans have longed to discover what the future holds for them. Soothsayers, fortune-tellers and clairvoyants have actually targeted that specific market with gusto, with numerous discredited and frequently unreasonable techniques. Believe reading tea leaves, consulting tarot cards, numerology and phrenology. In Ancient Rome, there were even religious authorities called haruspex who translated omens by examining the entrails of sacrificed animals.Whatever form fortune-telling takes, the basic result is the very same: seeking meaning in random patterns and phenomenon. Today, there is a much simpler way to obtain a look into the cosmic prepare for all our destinies: instead of looking at chicken livers, take a look at the detail of the first quarter outcomes, yearly reports and sales conferences that the likes of Google, Facebook, Amazon and Amazon have provided in the last couple of weeks.The secret is to neglect the headings and the press releases and look at the income numbers, statistics and lower-key announcements. Comprehending the implications of this data and the financial investments being made methods you can inform what’s going to happen in marketing in the future– and it’s coming whether we like it or not so we may as well get utilized to it.The rise of messaging for marketing Let’s start with Facebook.
A few of the stats from its F8
conference were jaw-dropping. Forget the new dating app, the real gems had to do with Messenger ending up being a marketing and company force. WhatsApp and Facebook Messenger combined are now doing ‘almost 100 billion’messages per day.Old school SMS peaked at around 20 billion a couple of years ago. Facebook Messenger grew in one year from two billion messages in 2016 to eight billion messages in 2017. The number of regular monthly active bots grew from 100,000 in 2016 to 300,000 in 2017. Facebook has a grip on messaging like no other– and chatbots are now something us marketers need to consider for customer service and selling.Facebook is also bringing increased reality (AR )to Messenger that will enable companies to incorporate new video camera features and interactive shopping to the messaging experience. It is likewise doubling down on Facebook Marketplaces in Europe, which has actually been a huge success in the US. Marketplaces is Facebook’s version of categorized marketing or’yellow pages ‘, including property, vehicles, bicycles and so on: the difference is it is totally free for a listing. Not great news if you are eBay, Zoopla or Autotrader. Will we be developing an item catalogue for Facebook too?Then there is Facebook Watch( presently only offered in the United States ). Facebook is already moneying brand-new programs much like Netflix and Amazon, however also permitting vlogs and videos similar to YouTube. The quote from Facebook is threatening:”Our objective is for Watch to be a platform for all developers and publishers to discover an audience, construct a neighborhood of enthusiastic fans, and make money for their work.”And, one more thing: Facebook had a 49 %growth rate in quarterly profits in Q1 2018. The insight for us marketers is that despite phony news furores, Cambridge Analytica and the threat to democracy, Facebook is not going anywhere. It has just begun. Just believe exactly what Facebook Watch will offer in regards to marketing with TV or Netflix-like programs and scheduling.Search isn’t over Google CEO Sundar Pichai’s discussion about Google Duplex at its I/O conferece was the most remarkable of the tech conference season. Duplex are voice-driven personal AI assistants that sound convincingly natural with “ums
“and”ahs”, speak like a real individual and can arrange hairdressing appointments.The bigger cloud computing gets, the smaller sized and thinner our gadgets can be, and this leads to a predisposition towards whatever being on-demand. Astounding as that might be, what is just as unexpected is Google search grew by 19 % alone in 2017 and YouTube grew by 26%in the first quarter
2018. And this from a business with$100bn in revenues. Google is keeping its foot on the accelerator by increasing its capital spending to $7.5 bn per quarter!For us online marketers
, if we think search is over, we are mistaken. The increase in Google’s search engine result was driven by mobile. It is now applying that ability to voice– so we will have to reassess our technique to search as Google amps up voice-driven search sooner instead of later.For Apple’s quarterly figures, the fascinating bit was not iPhone sales but Apple’s services
results: App Store, Apple Music, iCloud, and Apple Pay grew by 31 %year on year, 8%higher than the previous quarter. The expression ‘services ‘is the crucial piece. What do services rely on? Cloud computing.Cloud computing and the increase of the subscription model Yes, cloud computing is a little bit dull and a bit odd however the films, music, books and social networks you follow all reside in the cloud. The cloud is what makes it possible for AI, artificial intelligence, on-demand gain access to, and the explosion of ‘everything-as-a-service ‘. Author of The Inescapable, Kevin Kelly, calls cloud computing”factories for services”that are the
“most reputable makers out there’, because of their dispersed nature and built-in redundancies.The larger cloud computing gets, the smaller sized and thinner our gadgets can be, and this results in a predisposition towards everything being on-demand. And the on-demand is prejudiced toward access over ownership. The switch from “ownership that you acquire”to”access that you subscribe to “overturns many marketing conventions. And it’s all driven by the cloud. Comprehend the cloud, understand exactly what is possible in the future.And who is the biggest of the lot when it concerns cloud computing? Why, that existential risk to retailers the world over, Amazon. Amazon’s total revenues grew 39%year on year in Q1 2018; and subscription-based Amazon Prime(the free-shipping program that includes Prime Video and other benefits) had gone beyond 100 million members worldwide. It is Amazon Web Solutions(AWS), the cloud-based computing, storage and streaming department of Amazon, that is really driving the future.AWS grew 49%in Q1 2018– and it already has a turnover of nearly$5bn, surpassing the next 4 closest competitors integrated (Google and Microsoft included ). It has higher margins than Amazon.com and more than one million clients in 190 countries, including Netflix, NASA, Ryanair, Airbnb, Spotify and Vodafone. CEO Jeff Bezos called out AWS in remarks included with Amazon’s Q1 revenues statement:”AWS had the uncommon benefit of a seven-year head start before dealing with like-minded competitors”. You do not have to seek advice from the tarot cards or read chicken entrails to work out what is going to take place.
The power of platform results are sustaining all these huge business and market power is providing them price inelasticity. We, as the online marketers, the marketers or the ecommerce brands are, in turn, drawn to their services so we can reach the consumers utilizing these platforms. We practically have no choice. The concern for marketers is this: what must we do now we have looked into the crystal ball?Colin Lewis is CMO of OpenJaw Technologies