Digital marketing is tricky – with the onslaught of new technology and its constant evolution, businesses often struggle on tapping in to the true potential of digital marketing. Understanding the current landscape, and aligning marketing plans to digital marketing trends is imperative. It is one of the strongest ways businesses can set themselves apart from the competition. Here are 5 digital marketing trends sure to take over 2017.
1) Live video streaming will become more popular
Many social media networks have integrated live video streaming into their services, and many businesses have already begun taking advantage of this. Using products such as Facebook, Instagram, Twitter and Periscope are just some of the many methods out there for live video streaming.
Live video streaming allows a sneak peek into businesses, while letting audiences engage with a brand. Use live video streaming for product demos, launches and behind-the-scenes looks to really tap into its value. Pick a platform that is popular with your targeted demographic, and study other brands to understand the best way to differentiate yourself from the crowd.
2) “Immersive marketing” will gain steam
“Immersive marketing” is a new way to capture audiences and give them an experience – something that is enjoyed far more than other marketing techniques. More often than not, consumers and customers want to feel like they are participating in an experience rather than being relegated behind some sort of screen.
As an author for Forbes writes, “You can offer 360 videos to make your users feel like they’re living in a moment, or host live webinars and workshops to get people to engage with you. The key is to provide some level of interaction in a way that makes people feel like they’re a part of something bigger.”
3) Mobile > Desktop
Desktops are increasingly becoming obsolete in this new age of smartphones. Rather than spending precious marketing budget money on desktop products, businesses should focus more on enhancing the mobile experience for users.
Focusing on mobile search and optimization should be a key focus for brands going forward in 2017. As reported earlier, Google is now phasing out sites that are not mobile optimized through their mobile-first index. This basically means that mobile-friendly sites will be given priority over desktop-friendly sites in search results. Marketing departments should ensure that their site is mobile-friendly enough to rank high in search results.
4) Personalization is key
Personalization is the main focus of digital marketing, especially for 2017. With access to deep and wide swaths of customer data, there is no excuse for marketing strategies to incorporate personalization to their strategies. Use analytics to build and improve products, websites and other key customer points according to customer data.
Create an experience for customers through personalization. It will create a sense of loyalty within your customer base.
The Harvard Business Review reports that, “personalization can deliver five to eight times the ROI on marketing spend, and can lift sales by 10% or more.” Using analytics driven information and focusing on one-to-one marketing will be a key part of many brand strategies going forward in 2017.
5) Content marketing will become stronger
For the last few years, content marketing has seen an incredible gain. Businesses quickly understood that consumers were engaging with content far more than other forms of output and marketed towards that. Despite the passage of time, content production remains one of the strongest forms of marketing out there.
This year, more businesses will focus on producing timely, relevant and strategic content to lure followers and consumers alike. Being an authoritative and helpful expert on subject matter is one method through which brands have seen higher levels of engagement and interaction.
To get the most out of content marketing in 2017, use analytics services. Create and produce content that will appeal to customers and use their data to understand what platforms to house content on. If more customers are interested in emails versus social media, marketing departments should use that data to drive their marketing strategy.
These are just some of the trends that are sure to be on the forefront of 2017, and as technology evolves this year, there will definitely be more digital marketing trends on the horizon.