2) Snake Bite*: Dynamic Content
There is no point having all these insights, if you don’t have a way of effectively delivering a response. In the year of the snake, marketers will start deploying systems that can read these insights and deliver content automatically.
Once you can do this, you can scale this independently of human resource constraints. You still need human oversight around the rules, and the content creation, but there will be an exponential rise for companies that do dynamic content targeting and in the granularity of content targeting.
On Social Platforms, dynamic content is something that requires specific platforms to make it possible. Even without these tools, targeted content on Social platforms will go to reinforcing greater targeting – the criteria by which you can target post on Facebook has already gone up, and granular advertising is now automatable through Facebook Exchange.
Content will be assembled, based on relevance at the last millisecond.
*(Not ‘snake-bite’ the drink of choice for British Students)