The landscape of Digital marketing is constantly evolving. Every year, there are some new additions and removals from the domain. Trends that are popular today might not be so a few years from now. If you wish to maintain your competitive edge, you have to be adaptive to the newest trends that have an impact on the direction of the industry. A number of marketing trends have made their mark in 2016. A few of them have been game changers and are likely to be impactful even in 2017, while some other trends are likely to arise as trailblazers. Find out about some of the probable ins and outs in digital marketing for 2017.
More of Video-Based Content
The role of video content has been on the rise in online marketing for the past several years. However, it is likely to be really leading the charge this year. There are startups such as Pokémon Go and even big names such as Reebok that are showing how videos are one of the best types of content when it comes to engaging viewers.
The Acceptance of Live Streaming
When it comes to videos, mention must also be made of Live Streaming that has gained much ground in 2016. For the first time ever, the presidential debate in the U.S was streamed live to a worldwide audience. 2017 is expected to witness a continued growth of live streaming apps and platforms, and marketers will get lots of options to engage their online target audience in real time.
Augmented Reality (AR)
Pokémon Go seems to be waning just as well as it burst into the scene. However, its initial success was a wake-up call to marketers that the Augmented Reality technology is here to stay. For instance, Face Tips from Facebook used GPS data amazingly well to display relevant content that attracts and engages the attention of the audience. It is expected that companies will use more ads, games and content promotions enabled with AR technology in 2017.
Internet of Things (IoT) Marketing Applications
The Internet of Things (IoT) is one of the most vital marketing technology applications to have entered in the past couple of years or so. However, its relevance is the greatest to retailers and device makers. Naturally, it ranks quite high in the list of priorities. As many as 75 million devices are expected to be connected by 2020, which means that there will be 10 times as many mobile devices available to talk to each other. This has significant and far ranging implications. All the data sharing will change the way lives are led, and this will start from 2017.
Wearable devices are one of the most popular commodities in the consumer consumable market, and these include augmented reality, activity trackers, Apple Watch etc that are making their presences felt slowly but surely.
SMM Including Social Customer Care and Social CRM
The year 2017 will see Social Media Marketing (SMM) including Social Customer Care and Social CRM in a bigger way. There is immense interest among marketers in social media, due to its wide reach and the presence of various options to encourage ‘social media amplification’ and engage audiences.
Although overall social media usage is showing continued growth, some social networking websites are becoming less popular in some nations. For instance, Facebook and Twitter are facing a plateau or are on a decline in many of the western marketers whereas Pinterest, Snapchat and Instagram are still enjoying growing use.
In Social Media Marketing, trends are often regulated by the attempts of the social networking platforms for monetization. This has been witnessed in Instagram and Facebook, especially in making changes so that businesses now require ‘pay to play’ in order to gain the reach that is necessary for making an impact. These will go on making innovations in their remarketing and targeting options.
Big Data marketing applications involve customer and market insight as well as predictive analytics. It is a prime trend that is chosen by many marketers who have witnessed a rise in data formats, volume and real-time data in their business and wish to exploit the value for boosting sales through email marketing with the aid of predictive analytics and the use of personalization on their websites. This is closely associated with machine learning in which Big Data is mined for distinguishing the tendency to convert established customer behavior and characteristics.
Influencer Marketing as a Basic Brand Strategy
Influencer Marketing is now recognized by a lot of brands as the popular “go-to” strategy of the industry. However, brand marketers often struggle on how to leverage it in the best way and measuring it from the angle of attribution modeling and business results. 2017 is likely to witness influencers digging in as prominent voices in the domain of consumer marketing, as companies try to regulate advertising and turn to ardent brand advocates to attract customers and turn them into leads on social media.
Artificial Intelligence has been in for some time, but experts believe that 2017 will be the watershed year when artificial intelligence will start lending more help to everyday people. Data analytics and start-up brands identify applicable A.I. solutions as a perfect way for customers to find their way through a growingly complex world. A.I is on its way to becoming big. It will be there in cutting edge electronics applications as well as in pinpoint analytics that will predict the needs of customers as they originate.
Bowing out of Intrusive Marketing
Customers are resenting banner ads, pop-up ads and other disruptive brand messages while surfing the web and browsing for information. These days, customers do not want to be aggressively pushed by brands through their social media feeds on Snapchat, Twitter, Facebook and other platforms through paid-for stories or promoted tweets or pins. Customers are slowly walking away from social sites that swamp them with brand marketing messages. 2017 is set to see obtrusive ads falling out of favor. Only ads that are fast, relevant and smart will be popular.