- November 6, 2016
- Posted by: inteo
- Category: Market study
2016 was a year of surprises around the world and also in the digital marketing industry. We witnessed Augmented Reality in form of Pokémon Go take over the world in a matter of days. 2016 and all its excitement finally came to an end and we were left with the vital question; “What does the world of digital marketing hold in store for 2017?”
Given the dynamic nature of the digital marketing sphere, it’s not surprising that winning strategies change every year. Consumers’ obsession with the next big digital invention makes it impossible to have a standard digital marketing trend. Therefore brands are left with the task of adapting their strategies to suit the changing behavior of customers.
Brand owners and digital marketing professionals are often alert because when it comes to succeeding at the world’s greatest marketing industry, information and speed is key. The digital marketing field is controlled by those who anticipate changes, plan for them and execute mind blowing strategies before their competitors. In this article, we’re not just going to be making assumptions; we’d give you digital marketing trends that are backed up with facts and stats. If you’re here to find out how to maximize digital marketing for your brand in 2017, here are some digital marketing trends you should know about:
1. The Rise of Video Ads
We said we’d back trends with facts, didn’t we? So here are some interesting facts from Statista about video advertising:
• Revenue in the “Video Advertising” segment amounts to US$20,705m in 2017.
• Revenue is expected to show an annual growth rate (CAGR 2017-2021) of 15.4 % resulting in a market volume of US$45,470m in 2021.
• The average revenue per Internet user currently amounts to US$9.07.
Video is the new preoccupation of internet users. Major social media platforms like Twitter, Facebook and Instagram have picked up on this trend are offering more video ads than ever before. Google is also entering the mix with in-SERP video advertising and this would have a massive effect on online advertisement as a whole. Brands are equally getting creative with video ads by offering highly optimized and apt video advertisements. Given the make-an-impression-or-begone nature of video ads, many video ads on social media tend to project value before fluff.
2. Mobile over Desktop
The mobile trend started in 2016 but is going to get even bigger in 2017. The mobile revolution started with the improvement of mobile technology to do virtually everything a computer can do. The improvement, availability and affordability of these mobile devices led to an increased usage, ultimately making mobile the king of devices. The rise in mobile usage became a serious trend in the digital marketing industry when Google gradually started relegating websites that weren’t optimized to the background. Google has also started increasing the speed of mobile websites through its Accelerated Mobile Pages project. Given this change, mobile marketing and mobile SEO are an extremely vital mobile trends to act on in 2017. This stat showing the increase in mobile usage should motivate brands to act.
3. Value Content Marketing
In the world of digital marketing content is a tyrannical god that sits above all other digital marketing strategies. Content marketing has remained in the top digital marketing trend for over 3 years. Content will continue to be a key trend in 2017, however, not just content as we know it. The year 2016 saw an increased interest in value added content. The internet is getting tired of crappy, unoriginal content. Content marketing will become increasingly difficult as consumers want it bigger and better. However, brands can leverage on this to create what we call the webbed content. Webbed content is a content strategy that combines value and strategic hyperlinking to increase the chances of a customer taking action on a website.
4. Social Media Marketing
Social media marketing revenue takes up a huge chunk of the global digital marketing revenue. Given the fact that there are millions of active users on these platforms, there’s no surprise that social media marketing is an effective way to reach customers. In 2017 brands that want to trump the competition will have no choice but to actively engage in social media marketing.
5. Internet of Things Rising
Many experts have predicted in the last three years that Internet of Things (Iot) would take over both the technical and digital marketing industry. However, we beg to differ! Like other years, IoT will gradually become a thing with wearable technology having a head start before all other devices. This is a vital trend to watch because when it finally picks up steam, it’s going to shake the digital marketing industry.
6. Big Data
Big data is also going to be a key trend in 2017. In fact according to a poll by Smart Insights, the relevance of big data is almost on the same level as content marketing. Big data generally includes market insight, customer insight and predictive analysis. Given the power of insights in the digital marketing industry, it’s no surprise that the rave for big data would increase in 2017. Big data is a key tool for serving customers better, increasing market share and staying ahead of the competition…if it’s actually put to use. The vital point here is to go beyond just getting big data to maximizing it.
7. Conversion Rate Optimization
Conversion Rate Optimization (CRO) is majorly concerned with activities that improve user website experiences. Given the millions of choices available to consumers, it’s no wonder that brands that offer better user experiences would become top of the mind. Brands that take this trend seriously and implement effective CRO strategies would end up having the larger market share.
8. Augmented Reality
Augmented reality came into mind-blowing limelight in 2016 with the launch of Pokémon Go. Suddenly, there was more talk and news about augmented reality than there was of politics and sports. The daring launch of Pokémon Go made investors aware of the market potential of the industry. Although the rave of Pokémon Go was short lived, it did leave a great impression on the digital marketing industry and the world as a whole. The big brands like Google tapped into the potential of augmented reality by creating AR based apps. Businesses with a large budget can tap into this opportunity by investing in apps and software that have augmented reality layers.
9. Niche Marketing
Niche marketing has always been a thing in digital marketing. However, 2016 saw a rise in niche marketing. Blogs, websites and agencies improved their brand authority by focusing on a niche in a larger industry. Instead of saying digital marketing agency, some decided to opt for the social media marketing niche. Some brands even take it a step further by creating a niche within a niche; digital marketing – social media marketing – Facebook marketing – Facebook marketing for high end fashion brands. Niche marketing will continue to rock the digital marketing airwaves in 2017.
10. Marketing Automation
Marketing automation isn’t new to the top digital marketing trends of the year. The automation of day to day marketing activities using marketing automation technologies would greatly benefit brands in terms of efficiency and cost effectiveness. Marketing automation may not be easy at first for brands that are new to the game; however, they can start small. The best place to start is usually with emails sent out to customers, automating emails in a personalized manner will sure gain a brand more loyal and delighted customers.
The strategies in digital marketing are always changing. However, there are trends that have been persistent including social media marketing, mobile over desktop, marketing automation and most importantly, content marketing. Whatever, the trend, the important thing is that brands focus on activities that would both add value to their customers and increase their revenue.
We would also love to hear your digital trend predictions for 2017. Use the comments section to let us know your thoughts and challenges with adopting these digital marketing trends.