‘The future is digital’ – words we have unanimously heard since donkey’s years, right? But, really, look how far we’ve come since at least a decade! Technological developments are happening left, right, and center and working in the same space, these developments impact digital marketers too. The digital era is moving at a lightning fast speed and 2018 is going to be no different in terms of big digital changes. From new standards to changes in the algorithms of the giants, 2018 is sure to keep us marketers on our toes. Let’s have a look at what to expect in the coming year. Facebook Yes, attention spans have been getting shorter and marketers have been responding well to this by saying less (yet selling more) or creating compelling content that resonates well with their audiences. And although the overall result has been satisfying and interesting to watch, this will soon change as video increases in popularity as an effective marketing medium. Series such as GOT and TVF Pitchers have shown marketers how much people love episodic content and binge-watching them. Therefore, video marketing content produced in long-form format will triumph over 30-second clips in 2018.Facebook Watch will be at the forefront of this, thanks to the shareable quality of the platform. Facebook Watch is an on-demand video service operated by Facebook that offers personalized recommendations for videos to watch, as well as categorized content bundles depending on factors such as popularity and social media engagement. The platform has both short-form and long-form entertainment.It is said that Facebook Watch will reward content creators who produce great series. Content  can be live or pre-recorded, giving creators a lot of scope for production. Marketers are also excited about Watch as brands would be able to build huge communities of fans via the platform. Watch will also likely start competing with Netflix and Amazon in terms of broadcasting original TV shows and film content. Expect Watch to be rolled out before March 2018 in India. How to compete – If you don’t have the monies to start a full-blown video series, you can consider partnering with existing video creators or start small by producing short, but effective videos with freelance videographers. Instagram Instagram’s constant slew of updates and features keep things fun and interesting and continually make users play ‘catch up’ with them. However, come 2018, the bar will be raised even higher as Instagram will see more 360o video and VR content on its feed. With Facebook likely to raise the bar with its use of video, it’s certain that Instagram will see its effect too. Snapchat Snapchat’s doors to advertising in India have finally opened and it’s clearly going to be an exciting change of events for marketers. Although currently only Snap Ads are open to the Indian marketers, we will soon see advertising through filters and lenses too. The company also plans to allow users to make money off their stories in 2018. By building more distribution and monetization opportunities, Snapchat will reward creators and empower them to share more of their creative sides on the platform and build businesses with their creativity. Google: Mobile Browsing Google has always prioritized improving search results for users and has therefore continually transformed the domain of search engine optimization. However, it has long been keeping an eye on optimizing web pages and results for mobile browsing vis-à-vis desktop browsing.In 2018, Google’s AMP project will witness significant importance and see some drastic changes. For those of you who don’t know, AMP stands for Accelerated Mobile Pages, a Google-backed project designed for any publisher to have pages load quickly on mobile devices. Currently, site owners are publishing two versions of a web-page: an AMP specific web page (that loads faster, has fewer ads, fewer links and a higher bounce rate) and a standard web-page (that loads slower, has more ads, more links and a lower bounce rate) in order to get the best of both mobile and desktop views. However, come 2018, AMP pages will require to be nearly identical to the standard pages they’re replicating in order to be shown in Google Search as AMP’s. It will also be wise to make your sites mobile friendly as those who optimize the mobile versions of their websites, will not only rank higher on phones, but also on desktops! Hence, 2018 will see mobile browsing come on par with web browsing to keep up with the increasingly mobile-centric world.

Wondering what Google Lens is and how it allows you to turn your camera into a search box? Let’s break it down for you. This blog has the answers to everything you need to know about Google Lens.  Did you see something unique or interesting today? And then searched for it on Google and got your desired result? Or were you left without a concrete answer hoping that you could search in a much more convenient way?  Well, the ever so awesome tech wizards at Google have come up with a solution to make your life simpler. The solution is Google Lens. With Google lens “Search”, how we access information is about to get a whole lot easier. During Google’s annual developer conference (I/O), CEO Sundar Pichai announced Lens as a product that will change the dynamics of search. What is Google Lens? Let’s say you head down towards a local restaurant and want to know its ratings and menu. Would you as a user prefer to type the name of the restaurant? Wouldn’t you rather aim your camera at the restaurant and let the app do the hard work.  That’s where Google lens comes in. It lets you do exactly what we mentioned above. And the lens won’t just recognize which restaurant it is, it’ll also showcase Google’s restaurant ratings and other relevant info (“hours” and “menu”) right there on the screen. What lens aims to do is bring together Google’s Computer vision and AI to provide users with smart answers. So that you as a user are able to get quick on the spot information that is both relevant and smart. Google Lens perfectly encapsulates Google’s shift towards being an ”AI-first” company. The lens enables you to access the internet in a new way: Through your camera. AI that uses computer vision has existed in the technology space for quite some time now. What sets “Google lens” apart? It is its ability to go beyond what companies have attempted before. Does Google Lens reinvent search? We live in a generation wherein an image can be translated into a thousand words. As more and more users prefer to communicate on visual mediums, Companies should be active on such platforms. Google hence over here pushes lens as a product that talks to such users who prefer to “snap over text”. For such users, traditional mediums of search tend to lose traction. Hence it is practical for Google to invent and implement, apps that cater to these users. The lens is able to do just that with the least amount of input from your side. Perfect for the current user generation. With positive reception, a visual search engine could be a game-changer for e-commerce platforms. Imagine not having to type the product name on Google, Instead just take a snap of it and be able to get all the details you want. For e-commerce companies like Amazon and Flipkart, upcoming technologies like the lens have changed how we shop online. How can I use Google Lens on my phone?  For iPhones:  Google Lens in the Google app is only available in English. On your iPhone, open the Google app. In the search bar, tap Lens. If you haven’t used Lens before, tap Turn on the camera to use Lens. On your screen, tap the item. To select the text, tap a word, then tap it again and drag the blue dots. At the bottom, tap a result or Search. For Android:  On your Android phone, open Lens. With your Google Assistant: Say “Ok Google.” At the bottom right, tap Lens.  On some Android phones, like Pixel: Open your device’s Google Camera app > More >Lens.  If you don’t see the Lens icon, Lens can’t find info about objects around you on your phone. Point your camera at an item. On your screen, tap the item. To select the text, tap a word, then tap it again and drag the blue dots. Tap Speak.  Ask a question or say a command, like: What is this? How tall is this? Add this to Google Keep. What can I use Google Lens for? You can use the lens for queries as you would Google’s basic search browser. However, the utility of the lens is towards providing you with on the spot information. Using computer vision and augmented reality to give smart answers that pertain to your current scenario You would be using the lens for a variety of uses that range from “getting reviews of a book” or “booking a table a restaurant by clicking an image of it”. Here are a few cool things lens can do: Tell you the type of flower by getting a view of it through your phone’s camera. Get the router password and log you into the network with a snap from the lens. Offer you essential information about restaurants or grocery stores like the “hours” or “ratings”. Lens being AI centred falls perfectly in place with the overall objective of Google which is to transition into an “AI-first company” and make computing less device-centric. The lens is a prime example of being less device-centric at least on mobile.

At the Indian Institute of Digital Education, we take pride in being the #1 digital marketing course provider. Since our inception in 2016, we have been at the forefront of digital education not only in India but also in countries like Nepal and Dubai. Over 2,35,000 students have reaped the benefits, all thanks to IIDE’s forward-thinking approach and carefully designed award-winning courses, contributing to significant digital marketing course achievements.We boast an impressive 98% placement record. Our graduates get placed at top-performing companies like Nykaa, Purple.com, and Asian Paints, working on some of the biggest brands in the industry. These digital marketing learning outcomes are a testament to the knowledge and skills that our students learn throughout their tenure at IIDE.

India’s Biggest Digital Influence: Prime Minister Narendra Modi has revolutionised political communication through social media. With millions of followers across X, Facebook, and Instagram, his digital outreach connects directly with citizens. Initiatives like Digital India have propelled the country towards digital transformation. His strategic online engagement has set new benchmarks, making him one of the most followed global leaders. Modi’s digital influence continues to shape public discourse and governance in India.