On the twelfthday of Christmas, the Whitefish Team gave me –a heads up on 2018!

2017 has been a busy year for digital marketers. We’ve seen developments with mobile-optimisation, interactive content and schema mark-up. But what’s predicted for 2018?

Well we like to keep our ears to the ground when it comes to developing trends, major algorithm changes for Google and technological advances. And if our sources are correct, then we could be expecting quite an exciting year.

Artificial intelligence is currently paving the way, leading to breakthroughs with machine learning and automation. Already Google understands user content preferences, browsing patterns and search history. But we are only seeing the tip of the iceberg on what can be done with that data.

Adobe predicts that 2018 will be the year of automated behavioural marketing strategies where machines will make strategic marketing decisions and create campaigns based on data patterns and machine learning.

This is an incredible step towards streamlining our marketing activity. But will this automated approach mean we lose the personal touch? After all, machines cannot learn creativity or emotional intelligence. And of course, there’s the issue of making our own jobs redundant.

Some poignant food for thought as we enter a new year.