PREDICTIONS
the ability for businesses to immediately respond with automated messages. The message could say someone will contact the customer within 24 hours. This will cut down on a company’s response time, which is “super important” to customers, Castillo said.
Some websites already have a pop-up message screen asking customers how they can help them or if they can answer a question. Castillo explained that it seems a real person is messaging, but the system is actually programmed to answer the most common questions.
“It’s all automated. It’s not a person,” Castillo said.
Augmented reality apps are available for business owners interested in using them on their websites. “You just have to look for them, or you can create your own app. It’s not that expensive,” she said, noting that it’s just a matter of finding someone who can do this.
INSTAGRAM STORIES
Castillo believes that Instagram Stories will continue to gain popularity, especially with small businesses. She predicts that nearly half of Instagram users will be using stories this year.
Instagram Stories lets users post a temporary sequence of photos and videos that play like a slideshow. The story expires after a day.
“They’re instant, in real time, and they show what’s happening now,” Castillo explained. “A lot of it is showing what’s happening behind the scenes, and it’s what people like to see.”
Small businesses could use this feature to show a product being made and what merchandise they received that day.
INFLUENCER MARKETING
Social media influencers will have increased impact in the world of commerce. An influencer is someone who has a large social media following and businesses send them free products for the influencer to review them.
“They have a lot followers and they believe everything they say,” Castillo said.
She suggests small businesses find the influencers in Yuma and use them as part of their marketing plan.
FOCUS ON GENERATION Z
Small businesses will pay more attention to the Generation Z demographic, whose members were born from the mid-1990s to the early 2000s.
“The Millenials who have kids, those kids are Generation Z,” Castillo said.
They are just entering the workforce, they’re very skeptical and they’re more savvy when it comes to spending their money. However, they have no problem freely spending their parents’ money, Castillo quipped.
This generation is politically and socially involved. They like to volunteer. “They want to make an impact and a loud impact,” she said.
MESSAGE PLATFORMS
Younger generations don’t want to call to ask for a price. They’ll send a message when they want more information. Castillo pointed out that younger people are now messaging more than calling.
Consequently, she believes small businesses will be forced to increase their use of message platforms, such as text messaging or Facebook Messenger.
MORE LIVE STREAMING
Facebook Live is very popular in Yuma. Many companies use it to talk about their business, Castillo said.
Businesses can use it to talk about events or promotions. Real estate agents can use it to show model homes and answer questions.
Influencers like to use Instagram Live to contact fans. Another live streaming app is Periscope, which Castillo called a lot of fun.
RETHINKING TWITTER
Locals will continue to be disinterested in Twitter, which never really took off in Yuma. People complain that there’s too much traffic, and when they search for something, they rarely get what they want, Castillo said.
People today have short attention spans. If they don’t get what they want immediately, they’ll go somewhere else, she added.
DIGITAL HANGOUTS
A lot of teens are using digital hangouts, and Castillo predicts that more small businesses will use them more to keep in contact with customers.
Digital hangouts are like house parties via phone, so guests can include friends in Yuma and California. The host can call multiple people and later share the conversations on the website.
Generation Z is using this social media a lot, Castillo said, noting, “When that generation gets onto something, everyone follows along.”
FACEBOOK SPACES
Castillo believes Facebook Spaces will go mainstream. This community is not that big so far. “Mostly only techies are using now,” Castillo said.
But it’s nice for the business owner who doesn’t want to show his or her face or wants to interact with customers while still in pajamas or without makeup.
The application allows users to create cartoon characters, also known as avatars, and then they interact with each other in a virtual environment.
“Facebook has to stay relevant somehow and this is how it’s staying relevant,” Castillo explained. “It can be fun. If someone has questions, they can come on and you can talk to them.”
And it’s additional content; business owners can save conversations and upload them to the news feed.
STRONGER POLICIES
Rules and policies in connection with data privacy and control, employee use, strategies, training, etc., will become stronger this year, according to Castillo.
Social media might seem foreign or too complicated for some business owners who are already too busy. But SBDC Director Randy Nelson notes that technology helps companies stay connected with customers, who are increasingly conducting business and making purchases online.
“Technology is like a lifestyle: it changes, some die, some are reborn,” Nelson said, noting that it’s up to business owners to keep up.
Castillo notes that online courses — some free — are available for complete beginners at coursera. org or udemy.com (for a list of free courses, search “free”).
Nelson and Castillo also offer free counseling and technical assistance to small businesses. Visit the SBDC at 1351 S. Redondo Center Drive or call (928) 317-6151.