5 Trends That Will Shape Marketing in 2018

If you’re like us, you probably think 2017 has been a whirlwind of a year. Brand safety, Snapchat’s growing pains, and VR were all hot topics among marketers. As the year winds down, the team at M/H took a look at 5 big marketing trends that are expected to make a splash in 2018.

Artificial Intelligence

As Artificial Intelligence (AI) machine learning programs have grown, so has the rise of voice recognition. AI-based products (Amazon Echo/Alexa and Apple Home) are growing rapidly, and are increasingly becoming household names. In 2017, 20% of online searches were conducted through voice search and that number is set to increase to 50% by 2020. With more users relying on just their voice to search, marketers will have to adjust how they are currently building out their SEO strategies in 2018. Moving beyond voice recognition, AI has also led to the rise of chatbots, which will also continue to focus on a more personalized experience for consumers.

Augmented Reality

Augmented Reality (AR) is a hot-ticket item as Facebook and Snapchat grow (much of AR’s growth can be attributed to the rise of Snapchat Lenses and Facebook Stories). A recent eMarketer study found that, “AR development has plodded along in the shadows of VR. But AR has assets that VR doesn’t: It is practical, it can run on mobile devices people already own and there is little downside to trying it”. eMarketer also projects that by the end of 2019 AR users will top 54.4 million, accounting for 16.4% of the US population, or nearly one in five internet users. From extending live experiences to offering compelling interactions brands can attract consumers by developing apps that let them see products in their very own life.

Video Live-Streaming

Live-streaming has grown as an emerging trend as brands are focusing more on personalization and transparency. From live interviews to special announcements, viewers watch live-stream videos 3 times longer than pre-recorded videos. Facebook has also found that one in five of its videos viewed is live-stream. Live-streaming continues to add a layer of authenticity and allows for consumers to feel connected to the brand. As more platforms begin to explore this trend, it is set to become more defined and clear in 2018.

Programmatic OTT & CTV

Over-the-top (OTT) video and Connected TV (CTV) are both changing the way viewers consume video and television. OTT/CTV is expected to see over 193 million US users by the end of 2017 and by 2021, it’s viewer penetration will approach ¾ of all internet users. Simpli.fi stated that “In 2018 significantly more OTT and CTV inventory will be bought and monetized programmatically. Mobile will continue to be the go-to place for advertising and consumer engagement, but growth in OTT and CTV inventory means localized advertisers will have new opportunities with highly targeted video advertising in 2018.” As OTT and CTV ramp up in 2018, it will be important for advertisers to be there, too.

Third-Party Data Verification

As important as third-party data verification is, its modeling often does not include 100% accurate information. Digiday has stated that, “Data partners are paid based on their number of transactions, and not upon their accuracy. While advertising’s tech capabilities may have gotten much more sophisticated in recent years, priorities haven’t changed as quickly.” As marketers, we are constantly on the hunt for scale, but we need to take a step back and remind our partners why this data is so important in developing our brands. We rely so heavily on this data to advance our strategies, creative messaging, and building our overall audiences, that as Haidee Hanna, VP of Marketing at Resonate stated, “we should begin to demand more out of our data partners” this coming year.

Trends come and go, but 2018 marketing strategies will come out stronger by implementing one, a few, or even all of these trends.

Social Media or News Media?


by Melissa Santiago

Days after the 2016 election, Facebook was blamed for the spreading of “Fake News” and its effects on the election outcomes.

Mark Zuckerburg shrugged off the idea of the world’s largest social media platform playing a key role in election results two days after the election but Facebook has begun to implement changes to stop the spread of false information amid news that “Fake Russian Facebook Accounts Bought $100,000 in Political Ads.”

With news of Russian ad buys, Pew Research released a study showing as much as 67% of US adults get at least some news from social media.

The implications of all this?  Social media platforms can no longer dodge blame and claim they aren’t new or media sites. Regardless of whether these companies see themselves as news outlets, if 2/3 of all US adults consider them a news source, it’s time for them to put measures in place to reduce the spread of false information.

Facebook’s Relentless Dominance Continues

by Melissa Santiago

Facebook’s platform dominance continues and their march continues to be relentless on smaller, upstart apps.

New apps and ways to connect to people online continue to emerge, but these new platforms don’t last long. The next app in Facebook’s path: Houseparty, a popular group video chat app with over 20 million users.

Facebook is rumored to launch a new group chat feature, Bonfire, considering that and Facebook’s new mantra to “Give people the power to build community and bring the world closer together”, it seems like Houseparty might need to brace itself.

Houseparty’s CEO remains positive that they won’t go up in flames, but Snapchat’s decline in the face of a Facebook clone is enough to worry anyone.

Trolls, Engagement and ‘The Handmaid’s Tale’: 5 Things We Learned at SXSW 2017

giphy (24)

by Jessica Bedussi


Each year, advertisers, brands and technologists flock to SXSW for sessions and parties. In the midst of all the free booze, BBQ and endless amounts of swag are a lot of really smart people with really smart things to say, offering attendees new ways to think about advertising, social media, technology and platforms.


Here are 5 tidbits from SXSW we’re taking home with us:


  • Don’t go after engagement just for engagement’s sake


The days of text-only Facebook posts, forums, and organic reach are long gone in the social media realm. This doesn’t mean authenticity has gone with them. Consumers can and will call out brands pushing inauthentic messaging or grabbing for likes and shares. During, “Contemporary Curation: How Imagery Shapes a Brand,” David Moon of BazaarVoice put it best, “Engagement for engagement’s sake is one of the first flaws in a campaign.” Every post is an opportunity to forge a relationship with a new consumer or create a brand advocate out of a loyal customer. Authenticity and genuineness are essential in both reactive and proactive content.



  • Don’t feed the trolls unless you have something to shut them up


Trolls are anyone who positively or negatively affects the norms of a social community. If you’re a community manager, you are most likely familiar with the effects of trolling. During the “Trolls: To Feed or Not to Feed” panel, Alicia Trost, Communications Manager for Bay Area Rapid Transit shared two questions her team asks when deciding whether or not to engage with trolls:

  • Do we have an answer?
  • Can we add value or offer a resolution?

Shining a spotlight on a troll with a copy/paste answer or wishy-washy response will only feed him or her more. The only way to neutralize a troll is with facts and humanized responses.



  • 65% of consumers watch TV heads down


During “This is Your Brain. This is Your Brain on Ads,” neuroscientist Dr. Manuel Garcia-Garcia stated 65% of consumers are heads down on mobile devices while watching TV. Second screen extensions and live coverage of televised events can be an essential way to connect with your audience via social. Knowing viewers are often distracted by the second screen can be discouraging for TV advertisers, but there’s a silver lining: it can help them create more commanding TV ads.  Dr. Garcia-Garcia recommends an attention-grabbing sound that snaps users’ attention back to the first screen.



  • Experiential gets attention at festivals


Along with digital activations, brands capitalized on real-world events, and attendees flocked to brand activations throughout the conference. HBO set up elaborate “Escape” games for a variety of its programming. Casper offered bookable napping rooms complete with Casper mattresses and cookies & milk. AMC set up a pop-up Los Pollos Hermanos restaurant to promote “Better Call Saul.” Hulu creeped everyone out with dozens of handmaids roaming downtown Austin to promote “The Handmaid’s Tale.”



  • “Echo chambers” is the new buzzword


Each year has a buzzword or phrase. This year, it was “echo chambers.” It seemed like in nearly every session someone referenced the idea of online bubbles, where our own opinions and ideas are reflected back to us as a result of social media algorithms. While many cited Brexit and Trump’s election as negative effects of this phenomena, others offered solutions to fix the problem. During “Echo Chambers: Healing our Social Media Algorithms,” Claire Woodcock offered Netflix recommendations as a shining example of how to introduce users to different content with similarities. The idea is to find themes in content and then use those themes to position a different viewpoint in a way that is still appealing to users. Overall, it’s clear both media companies and the advertising industry are thinking of ways to burst these bubbles and widen our perspectives.
What did you find surprising/interesting/shocking at #SXSW this year?


Echo Chambers: The Phrase on Everyone’s Lips at #SXSW 2017

636139036607757448441601194_2015-05-12_facebook-likes (1)


by Jessica Bedussi

SXSW 2017 is upon us, which means thousands of advertisers, techies, and industry thought leaders swarm to Austin, Texas for “nerd Spring Break.”


While there are dozens of panels ranging from the future of Snapchat to the effects of VR — and even one where the attendees watch a grown man eat chicken for an hour — one buzzword kept leaving people’s lips: echo chambers. Whether it was Imgur’s founder, Alan Schaaf, discussing the lack of an echo chamber in his community, behavioral scientists blaming cookies (not the fun kind) for the phenomenon, or neuroscientists describing the effects on our brains, the term seemed to be omnipresent.


One of the more valuable sessions on echo chambers was from Claire Woodcock, a digital strategist at Razorfish London, who took the buzzword a step further by analyzing its origin, effects and potential solutions.


What exactly is an echo chamber?

If you work in social media advertising, algorithms have most likely kept you awake since 2010, when Facebook introduced its newsfeed algorithm Edgerank. Since then, this mathematical formula has evolved into a machine-learning algorithm that prioritizes and presents content to users based on a list of factors like what they have engaged with, what groups they’re a part of and other macro factors like the type of content Facebook is prioritizing at the moment.


All this means that Facebook users are given a narrow view of the world that reinforces their existing values and beliefs. We start to exist in online communities where we shout our opinions and have the same ideas reflected back to us. We don’t have to deal with disagreements or differing points of view. This doesn’t seem like a bad idea, but when we realize 62% of people get their news from social media and 28 percent of those people use it as their main source, the idea becomes much more sinister.


How are echo chambers made?

Facebook uses their algorithm to learn what you like and what you don’t like. Woodcock put this in relatable terms with examples of cute puppies and kittens. For instance, let’s say you’re a dog person. You scroll through your NewsFeed and see this cute photo of a pug and give it a like.

Screen Shot 2017-03-15 at 3.35.49 PM


You continue browsing your NewsFeed and see a photo of a cat. Cats don’t excite you so you keep scrolling until you stumble upon another cute dog photo. This one is so cute it deserves a comment. *hearteye emoji*

Facebook takes these actions and learns you like dogs and continues to give you exactly what you want. The platform decides you prefer dogs to cats and stops showing you images of cats knowing you most likely won’t engage with them.


This is where the echo chamber starts to form. You’re not exposed to cats or cat people anymore and are instead living in a bubble where dogs, and those who love them, are the only things that matter.


Put this into today’s terms and it’s much easier to understand why some people were so surprised when Brexit or Trump’s election occurred and how fake news has become so rampant. When someone who dislikes Obama sees several reputable articles they disagree with, the Facebook algorithm can prioritize a fake news site with similar negative sentiment. Since this individual already dislikes Obama, it’s much easier for this to seem like a reputable source.


We start to exist in a polarizing world where truth doesn’t matter — what matters is being right. We stop talking to each other. We stop learning different perspectives. And everything that makes public discourse so important and valuable starts to go away. As Woodcock put it, “social media is a disruptive communications technology.”

Who do we blame and how do we solve it?

It’s Facebook’s fault, right? Not entirely. This problem is much more widespread than that, and solving it will require more than just Facebook tweaking its algorithm.


What needs to happen is more opinion diversity so we’re all exposed to different perspectives and opinions.


Woodcock proposed that Facebook take a page from Netflix. To get users out of their comfort zone, Netflix finds themes in content that users view and suggests different media with similar themes. For instance, after watching “Chef’s Table,” Netflix recommends I watch “Abstract: the Art of Design.” The real world example given during the session was to show a conservative news story that appeals to both conservatives and liberals. Instead of a polarizing headline like “Mexicans are coming for our jobs,” the language is massaged so liberals are more likely to click on the link: “What makes crossing the border appealing for Mexicans?”


The idea is to slowly and subtly introduce different viewpoints into the NewsFeed instead of regurgitating the same thoughts and ideas.


We can point fingers and place blame all we want, but we can all agree: something must be done to burst these bubbles.
How do you think we can solve the echo chamber problem?

Memes Never Die

Screen Shot 2017-01-17 at 1.19.21 PM

by Melissa Santiago


Memes are arguably the hottest commodity on social right now. A big part of meme culture is not only being in the know but finding a like-minded group of people who understand the meme. Nothing kills a joke more than having to explain it, normie

We all want to use the dankest, hottest memes, but memes tend to have a short shelf life and you don’t want to end up with gudetama on your nose. Thanks to some redditors, namely Brandon Wink and Ron Vaisman, you can get a better idea of whether your meme has met its expiration date. They’ve created r/MemeEconomy also know as NASDANQ

To see how quickly the Meme market moves, last week’s internet sensation, Salt Bae, is no longer worth his weight in well, you know.