With 2016 coming to an end, 2017 is rapidly approaching – in the world of digital marketing this means growth online will continue to accelerate into the new year. 2016 showed tremendous changes with social platforms merging, new features appearing and video becoming a game changer. Digital media will continue to dominate in the marketing space with new trends and cutting edge developments.
As a business, with growth and change come both challenges and opportunities. Here’s a preview of what marketing trends will be emerging in 2017. Take these into consideration as you plan your media strategy for the new year!
You may have heard the phrase, “Content is KING”; this will not be changing in 2017.
Blogging has been on the rise for a number of years and it is not going away. Blogging allows you to be a thought leader in your industry while connecting with your audience and sharing information they are actively seeking it. Blogging allows you to create a relationship with your audience online. You can use this content to create brand awareness and lead generation.
Can you tell why we’re #1 fans?
Despite what you may think, email is huge and will continue to be an important part of your marketing content strategy moving into 2017. Email is a great place to connect with an audience that is actively following you. Through email, you can provide value-added information by sharing blogs, company updates, events, and workshops. It is also a great tool for eCommerce and lead generation.
Don’t believe us? The statistics say it all:
- According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter.
- Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – QuickSprout
- Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
- A message is 5x more likely to be seen in email than via Facebook. – Radicati
- Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
Scrolling through Facebook you may have noticed the majority of your newsfeed is filled with video content. Facebook Live, Snapchat and Instagram have been leaders in using video on their platforms and moving into 2017 video will continue to explode. Why is video so popular? With online communities growing, video creates a human connection which allows you to relate to your audience in an authentic way. Check out this video our team member, James, made for the Lucky Iron Fish!
We live in a world that is increasingly mobile and people are turning to their smartphones more than ever for answers. Consumers want information fast so they rely on their mobile devices when they want to find, do, learn or buy something.
According to Google:
- 82% of smartphone users turn to their phone to influence a purchase decision while in a store
- 62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone
- 90% of smartphone users turn to their phone for ideas while doing a given tasks
This new consumer behaviour will challenge businesses as they will need to start understanding the consumers ‘in the need moments’ and rethinking the way they market to their consumers. Optimizing and measuring along the way will be essential to better understand behaviours and purchasing patterns.
In·flu·enc·er mar·ket·ing | Noun
A non-promotional approach to marketing in which brands focus their efforts on opinion leaders, as opposed to direct target market touchpoints.
2017 is the year of ‘influencer marketing’. Consumers trust recommendations from people they know and from thought leaders in the industry. With 500 million people using Instagram, having a social media personality, speaking about your product to a number of their fans and followers creates credibility, and trust in your product. The right influencers can establish credibility in your brand.
Augmented Reality (AR)
Augmented Reality: the integration of digital information with the user’s environment in real time. Unlike virtual reality, which creates a totally artificial environment, augmented reality uses the existing environment and overlays new information on top of it.
Pokemon Go was one of 2016’s biggest highlights. This experience showed us the augmented reality can drive business results. Snapchat Geofilters are another example of how augmented reality is becoming more prominent in our everyday lives.
We understand how quickly the world of digital marketing is evolving! Having a strategic plan in place that creates transparency, predicts changes and is continuously being optimized is essential. If you need help with your 2017 marketing strategy or have any questions in regards to what will be happening in 2017, give our office a call (519-265-4933) and one of our team members will be happy to help you!