Digital Marketing

The Top Trends for Digital Marketing in 2017

Welcome to 2017! As it is the beginning of the new year, we would like to share with you the top trends for Digital Marketing in 2017.

The previous year, 2016, was a very unusual year. We are not even talking about global news like the US election, the Brexit referendum, climate change, fake news, or the Rio Olympics. Yes, all of these were big stories that caught the attention of digital marketers as well as the rest of the world. But, we are talking about unexpected news and developments in the online video and internet marketing industries like the bewildering birth of Pokémon GO, the unforeseen delays in the adoption of virtual reality, the sudden death of Vine, and the unanticipated popularity of live video streaming.

When looking out to 2017, it’s more crucial than ever to understand this year’s digital marketing trends that would be what separates you from your competition. Understanding marketing trends allow for the most efficient and relevant marketing strategy for the next year.

We are excited about all these new possibilities and eager to be surprised by any other hypes that come up. To stay up to date on the latest trends and tips in digital marketing sign up to receive our digital marketing news.

What trends in digital marketing in 2017 should we expect?

Content Marketing

Content marketing has been in the top 3 for the last 3 years. This will not change in 2017. Although the key is key to write unique, high-quality, and interactive content that readers can connect with.

Smart brands now know that when consumers engage with their content, they engage with their brand. Content drives more impactful engagement with consumers and ultimately greater ROI on media spend than traditional display advertising does. With marketers increasing focus on content marketing, they will turn to native advertising as a key content distribution strategy.

Video Marketing

Video will be big in 2017. Not only will the video ads dominate, live video will dominate as well.

Live video has suddenly become very popular. All major Social Platforms – Twitter (via Periscope), Facebook, YouTube, and Instagram have all released live video offerings.

Many of these networks are promoting their live video quite heavily, and it is something that will stand out in the saturated world of content.

Want to know more? Read 7 Steps to Make Your Video Marketing Strategy a Success

We believe in 2017 we’ll begin seeing many more programmatic native video solutions. Facebook has proven that in-feed video across devices (with sound muted by default) can be a powerful distribution technique. To date, these solutions are sparse at best, and it represents a huge opportunity for networks, publishers and brands.

Live video, 360-degree video and virtual reality are now cheaper and easier than ever for publishers to produce and distribute for advertisers, and they present incredible opportunities to give consumers an experience, and not just content to consume. Those advertisers who take advantage of publishing partners’ offers to do this will likely be able to create deeper and more personal relationships with their consumers and achieve an unprecedented level of transparency that those consumers really value.

Marketing Automation

When we talked about Marketing Automation in 2016 we meant CRM, behavioural email marketing and web personalization. In 2017 a new type of marketing team is arriving.

Hiring specialists make sense. Any brand will need a SEO specialist to help rank on Google, content specialists to maintain the position as a thought leader, email marketers to enhance deliverability, and so on.

However, that might not always be the optimal approach. You’ll often find that your designers, for example, will need to understand not only the more technical aspects of marketing, such as responsive design, UX/UI, video, and even dynamic content, but also the reasons they’re doing it and how they tie in with the overall marketing automation strategy.

A marketing team that thinks more strategically and is mindful of the customer journey is a team that will succeed in 2017. What stage of the buying cycle is the prospect/customer that you’re targeting? How does that affect what you’re doing? What systems are involved with each interaction? Should you be changing your approach to suit your current automation setup or vice versa? Those are the questions that will be commonplace in 2017.

There will be a great demand of technically minded people. As marketing automation platforms evolve and allow you to develop more intelligent marketing programs and campaigns, to implement your ideas companies will need to hire people with the necessary skillset. They are the people who fully understand how your systems interlink and can integrate them.

Native Advertising

Native advertising is an old method, but market forces should increase its prominence in 2017 because the diminishing penetration of many ads – through ad blockers, reduced social media organic reach, and the decline of banner ads – will see an increase of native advertising.

In 2017, we’ll see more brands experiment with native advertising. Ad fraud, banner blindness, ad blocking, ad ineffectiveness, fake news sites – these are all taking a toll on “traditional” digital marketing techniques. As the banner declines in efficacy, marketers will more firmly embrace converged media tactics such as native advertising and social media (a frequent offshoot of the former) to deliver messages to consumers.

A.I. Solutions Will Lead Us to a Brave New World

2017 will be the year when we will look more to artificial intelligence to lend a helping hand. This current trend with start-up brands, as well as data analytics, identifies applicable A.I. solutions as a way for consumers to navigate in an increasingly complex world.

Influencer Marketing Will Become a Fundamental Brand Strategy

Many brands now recognized Influencer Marketing as the industry’s hot “go-to” strategy, but they struggle on how best to leverage it and measure it from the perspective of business results and attribution modeling.

Influencer marketing gives brands the opportunity to create word-of-mouth buzz through personalities whom consumers already follow and admire. These personalities present a world of possibilities for any marketer savvy enough to channel their power. When influencers are used effectively, they create natural ways to seduce a target audience. In 2017 social influencers will diversify, specialize, and grow exponentially.

Conclusion

These are the top trends for digital marketing in 2017 as Online Community Advisor sees it. The year where sales is no longer on the frontlines of the buyer journey. Instead, the marketer will drive the relationship.

How much mobile-first, e-commerce-driving engagement and multi-channel methodologies will you be integrating into your 2017 strategy? Do you think technology will have a big impact on what’s happening in the marketing space? Should brands move their marketing budgets towards VR and AR? Share your thoughts in the comments!

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