10 Digital Marketing Trends Sure to Succeed in 2017
Best get familiar with these digital trends if you want to stand out in the coming year.
2016 saw some exciting changes in the digital landscape, including Google’s Mobile First Indexing, the Penguin 4.0 update, progress on AMP (Accelerated Mobile Pages), and the gain in popularity of immersive technologies. We anticipate continued focus on mobile and immersive experiences, as well as the resurgence of older marketing techniques for newer generations. Here are the 10 trends we expect to make an impact in 2017:
- Augmented Reality– the resounding success of Pokémon Go has illustrated the potential for reaching consumers with augmented reality technology. At its peak popularity, the game produced $10 million in earnings in a single day. Digital media superimposed on the real world offers a unique new opportunity for businesses to reach and interact with their audience, and demonstrates huge potential for revenue.
- Live Streaming– Thanks to popular social media apps like Periscope, Facebook Live, and Instagram, users can now live stream from mobile devices, offering viewers a raw and personal experience not seen in traditional uploaded recordings. Marketers can also use live streaming to their advantage to interact with their audience in a more intimate manner. Don’t look for live streaming to disappear anytime soon.
- Niche Marketing– The internet has become a crowded place with everyone vying for attention on websites and social media. Rather than trying cast a wide net and speak to everyone, achieve a greater ROI by focusing your attention on narrower demographics and tailoring your message to speak directly to them.
- Data Visualization –The more you know about your target audience and their behaviors, the better you can tailor your message to satisfy their needs. Analytics allow marketers to do just that, and digital marketing allows for the collection of A LOT of data. The wealth of analytics can be challenging even for data analysts, emphasizing the need for tools to make sense of all the numbers. Data visualization tools will become more widely used in 2017 for better understanding and more efficient use of all those analytics we collect.
- Immersive Experience– The freshness of increasingly popular immersive technologies like Augmented Reality (AR) mentioned above, and Virtual Reality (VR) offer new opportunities for digital marketing that is different and exciting. Consumers want to move beyond the screen for more intimate, immersive experiences, and you can use this to deliver your message to users in a way popup ads and banners just can't do.
- Dense Content – Content developers will have to be even more to the point in 2017 as readers become less willing to read long articles or watch lengthy videos. You will have to say more with less to keep your audience’s attention and deliver your message. TL;DR – Less is More.
- Social Media Conversions – It’s not enough that companies can speak directly with their audience through social media like Facebook, Instagram, and Twitter, they will look to increase conversions through medium in the coming year. Rather than use social media feeds just to communicate with and funnel users to websites, employ techniques like gated content that requires a form signup, or include discount codes in posts. These approaches can provide an easy method of measuring ROI on your social media presence.
- Mobile First Indexing– This year, Google initiated Mobile First Indexing, which for the first time prioritizes the mobile version of websites when determining organic rank. Internet use on handheld devices such as smart phones and tablets has surpassed desktop computers, placing greater emphasis on mobile displays. Mobile responsiveness is no longer an optional feature and must become a priority with developing websites and content for consumers. If you want to remain relevant in 2017, make sure your content is mobile friendly.
- Native Marketing– Consumers are inundated with advertising from television, print media, radio, and of course the internet, so it shouldn’t come as a surprise that the more subtle approach of native marketing is making a comeback. While users tend to avoid disruptive ads like popups or ignore banners, they are more receptive to marketing packaged as compelling content. If done well, native marketing can lower consumer resistance to your message; however if done poorly, it will have the opposite effect. With the ever growing Internet of Things (IoT) and the increasing popularity of new technologies like AR and VR, expect novel approaches to native marketing in 2017.
2017 looks to be a big year for innovation in the digital marketing industry. If you are interested in taking your business in a fresh direction when it comes to marketing your brand, contact Pinnacle Creative Marketing today. Whether you need a new look for your website, a boost in local SEO, or assistance in generating leads, we can make it happen.