Digital Marketing Trends for 2017
The success of material marketing has actually been a mixed bag. It has actually offered consumers entertaining, helpful material. It has likewise seen a lot of rushed content released in the race to broaden content volumes.
This increased competition has seen market leaders and innovators search for new methods to engage their audience, and developments in different innovations are assisting to drive this phenomenon.
Both Facebook and YouTube have introduced 360-degree video, and some brand names have currently started explore the format for an interesting and ingenious experience.
Following on from the success of Pokemon Go, Pepsi established an augmented truth ad.
The Art Institute of Chicago and Airbnb released an uniquely immersive experience to promote a Van Gogh exhibit. They developed a space that copied among Van Gogh’s most popular paintings and listed the space on Airbnb.
There have actually been some ingenious, interactive campaigns on Snapchat this year, with sponsored filters being an obvious route.
Marketing projects that press the boundaries like this can not be universal, but it will be intriguing to see how marketers continue to experiment in 2017. Live video can play a part in developing an immersive video too …
More live video
Live video has suddenly become the internet’s favorite shiny new toy. When Meerkat went into the marketplace it was an entertaining novelty. Now, Twitter (through Periscope), Facebook, YouTube, and Instagram have all launched live video offerings also.
Many of these networks are promoting their live video quite heavily, and it’s something that will stand apart in the saturated world of content, so I can see a lot of reasons why brands would want to get involved.
An early example was BuzzFeed’s live stream of 2 staff members attempting to explode a watermelon utilizing elastic band. The video has had an overall of 11 million views.
I likewise anticipate the 2 worlds of live video and influencers to collide in 2017, with item placement and sponsorships becoming a routine feature of influencer videos. Lastly, The Truman Show comes to life.
Using all the huge data
Big data has been around for a couple of years now, however getting the most out of all this information is still an obstacle to numerous.
Market research company Ovum estimates the huge information market will increase from $1.7 billion in 2016 to $9.4 billion by 2020. As organisations grow and put new structures and functions in location, huge information will begin to end up being progressively useful and used.
Huge information is ending up being significantly widely utilized. It is said to have played a big part in the result of the United States election. Cambridge Analytica harnessed huge information for a range of uses. Their analysis assisted the Trump group know where to focus fundraising efforts, target ‘persuadables’, and boost spend.
The data was even used to provide 4,000 private digital advertisements. This messaging was continually tested and fine-tuned using ballot and the firm’s data.
Crystal balls. Tarot cards. Extra Sensory Perception. Looking at tea leaves. Using your sixth sense. Fortune cookies. Reading Nostradamus. Precognitive dreaming. Palmistry. There are many ways it is said you can tell the future, and precisely none of them were used to research this list of the biggest digital marketing trends for 2017.
Big data can have a range of uses, among them being customised customer experience and marketing. The personalisation of Amazon, Netflix, and Spotify demonstrate how information can be used to enhance the consumer experience. This level of one-to-one marketing will gradually become more prevalent as brand names weigh opportunity and expense and find ways of introducing it into their messaging.
In marketing, data has been used for the easy going however satisfying projects such as Spotify’s “Thanks 2016, It’s been odd”, to Chelsea football club’s look for a new sponsor, which was an extremely tailored project (see video listed below).
While native marketing might be an old method, market forces ought to increase its prominence in 2017. The reducing penetration of lots of ads– through advertisement blockers, reduced social networks organic reach, and the decline of banner ads– will see an increase of native marketing.
The Guardian newspaper has just recently upgraded its native advertising platform to help brands find a home for their content. As Adam Foley, commercial strategy director, says “we have actually addressed an authentic market problem dealt with by marketers and firms who develop their own branded material and battle with an ideal house.”
Digital marketing trends that are on the list every year but still be worthy of to be there:
Most likely on every digital marketing patterns list given that cell phones initially had internet capabilities, the unrelenting boost of users accessing the web through mobile indicates its importance continues.
In reality, this year there were 2 crucial markers for mobile: Google announcing a mobile-first web index, and the fact that mobile traffic has surpassed desktop for internet usage.
AR & VR
The development is probably slower than individuals would like, as this is another trend that’s been on lots of a list. I’ve even discussed it in this post, and I do believe its use will increase, however it is not likely to develop beyond a niche market in 2017.
It seems like my entire Facebook feed is already taken up by video, but I’m sure there is space for more. Facebook has driven profits by embracing video, and is likely to continue. Twitter are relying on relaying NFL games to increase their revenue. It appears we can’t get enough of video, so expect the powers that be to serve up a lot more.
Things that everybody will forecast to trend but most likely will not rather move as fast as they are expecting:
The Internet of Things
There are billions of linked devices, from thermostats to clever cars and trucks. But, the biggest Internet of Things news this year was the huge DDoS attack in October triggered by weaponizing low-security connected devices.
The Internet of Things has some interesting early usages. There are industries that are seeing a lot of value from IoT, however for the majority of people it’s a slow crawl. Advancements will continue to creep into our lives, but it seems like individuals are expecting too much too soon.
The tech will enhance, the rates will decrease, and more people will welcome wearables. I simply cannot see it ending up being a mainstream concern by the time the year is out. Having said that, use will gradually continue to increase.
smartwatches will not be a digital marketing trend for 2017
Chatbots will be a trend in 2017, but don’t anticipate to be speaking to Scarlett Johansson in Her anytime soon.
And one that I hope will happen:
After Google announced that popups will quickly be penalized in search, I’m hoping they go one better and stop autoplay videos with audio. Autoplay videos are invasive, annoying things that make me want to instantly close the browser, shut my laptop, throw it in an open, active volcano, and never ever return to the internet once again.
Those are our forecasts for the greatest digital marketing trends for 2017. If none come to fruition I’ll break out the Tarot cards next year.