Topics: Web Marketing
Digital marketing moves fast, and if you don’t keep up, you’re likely to get left behind with the Myspace, Friendster, and Classmates.com platforms of the world. Luckily for you, we took some time to compile a list of trends to watch for this upcoming year, so you can plan now to kickoff 2017 with a digital marketing strategy done right.
Consider it our gift to you this holiday season.
1. Live Platforms
An abundance of live streaming tools, coupled with faster connection speeds, makes these platforms all the rage for 2017. Whether it’s Facebook, YouTube, or Periscope, to name a few, be on the lookout for opportunities to test out new ads in this space (pre-roll, mid-roll, etc.) in addition to ways to sell and connect with audiences through the live stream itself.
2. Virtual and Augmented Reality
The success of games like Pokémon Go are just a taste of the future of visuals and videos. Look for opportunities to use this type of technology within your apps as consumers are both eager to adopt and ready to be inserted into immersive experiences.
3. The Internet of Things (IoT)
The IoT refers to the internetworking of physical devices embedded with software and sensors that enable collecting and exchanging data. Find ways to leverage the power of connected devices to use this data to get closer to your consumers and improve both efficiency and accuracy.
Despite the fact that robotic computer programs designed to simulate conversation have been around for awhile, an increasing number of bots that use artificial intelligence and data crumbs are now better able to respond to, and even anticipate, consumer behavior. Where possible, use this technology to allow for the personalized interaction that consumers want.
5. Mobile-Only Social
As many as 72 percent of Americans check their phones at least once an hour, most of which are on apps. With that in mind, be sure to include mobile-only social platforms such as Periscope, Snap (formerly Snapchat), and Instagram within your mobile marketing strategy and overall digital marketing plan.
6. Concise Content
Attention spans are low and consumers are impatient. Infinite amounts of content and social media newsfeeds make it necessary to ensure that every word counts. Adopt the “less is more” ideology and start opting for content that gets to the point—otherwise run the risk of consumers filtering out your messages.
7. Influencer Marketing
Though influencer marketing has always existed, it has more recently taken off in unexpected ways. This is particularly of interest because nearly all organizations have (1) the potential to leverage the clout and networks of key industry influencers to their advantage, and (2) some sort of influencer strategy, but do not execute on it in a way that makes sense for them.
8. Programmatic Advertising
Programmatic captures 50 percent of all spending in display advertising, and mobile programmatic spend alone jumped from 43 percent of total programmatic spend in 2014 to 69 percent in 2016. If you haven’t yet invested in software tools to purchase digital advertising, now is the time.
Since it began, digital marketing has continued to evolve into new and meaningful ways to reach intended audiences, and 2017 looks to be no different. We hope you found these trends insightful as you work to prepare your digital marketing strategy for the upcoming new year, and we invite you to contact us should you need help getting started.