The innovation in digital marketing and communication is moving fast, and we have not yet internalised last year's and this year's developments, and we are already talking about developments in this area.

Innovation in Digital Marketing

It will not be until 2020 that more than fifty million devices will be connected to the Internet. On average, it is estimated that a household will have fifty connected devices and seven devices per person. Voice assistants such as Siri, Cortana or Google's Now will be more than integrated.

We will change our habits and customs in such a way that we will come to talk to the refrigerator. In fact, interactions with Internet-enabled devices are expected to be a matter of course and almost mandatory, rather than a simple choice that we can make or not.

On the other hand, we will no longer differentiate between online and offline. Well, now we are going to talk about the new developments that await us in a few years' time; in fact, there are already brands that are preparing for them.

• Virtual reality. Innovation in user experience will become increasingly intense and complex, opening new frontiers in personal development. We will change the way we consume content.
• Short, high-impact experiences. Real-time will be ahead of the social networks we have now par excellence: from Youtube to Periscope, from Instagram to Snapchat. The aim is to create an impact on the masses. The difficulty lies in finding content that really makes an impact on the consumer.
• Omnichannel. We strive to stay on our feet in all channels and try to innovate in every channel. It is not about being everywhere but in all channels, channels where brands are needed, for example. We must always be innovating and discovering new ways of communication.
• Artificial Intelligence. By using it, we will make better decisions and get better information, faster.
  The complexity of the market and of the consumer itself teaches us that innovation lies in improving experiences and creating those experiences that users like so much. By using traditional techniques, we do not manage to impact and excite the consumer, so the formula for achieving this lies in investing in everything we have mentioned above.

These were the four new developments and trends in terms of the innovation in digital marketing for 2017-2018.