With new marketing channels emerging seemingly every day, it’s a hard for marketers to keep up, exploit them all and stay ahead of the curve. However, even with so many different opportunities, problems we all face are still the same. According to HubSpot’s report on state of the Inbound, generating traffic and leads and proving ROI still are the leading challenges marketers face today.
As blueprint for your 2017 digital marketing strategy takes shape, and with Christmas just around the corner, it is time to wrap up this year with digital marketing trends you should be keeping an eye on, trends that currently are in focus of most marketers. Unlike in previous years, this time we’ve asked the same people that helped us demystify influencers and influencer marketing to share their thoughts on trends that will drive marketing in 2017.
Trends That Will Drive #Marketing In 2017 Click To Tweet
Mark Robertson, Video Marketing Strategist: Digital Growth Marketing @Tubular Labs & Founder @ReelSEO | https://tubularinsights.com/ | @markrrobertson
While it may be somewhat self-serving to say, I believe that digital video is the most powerful medium to convey a story. For 2017, it will be increasingly important for marketers to not only leverage digital video as we now know it, but to continuously experiment with various formats, across multiple platforms and destinations. As these platforms evolve (Facebook’s rapid push and development of video functionality in 2016 is a great example of this) – it’ll be even more critical for marketers to use data-driven approaches to continually test and refine their strategies and tactics. Finally, “live video” has finally arrived. While it’s still somewhat early in its evolution from a marketing standpoint IMHO, it will increasingly become a useful tool for marketers who get it right.
David Schneider, Dave no longer runs NinjaOutreach, but can be found at lesschurn.io and daveschneider.me | https://www.ninjaoutreach.com | @ninjaoutreach
Video is getting bigger. Lately, Twitter’s reach seems to be dwindling down, with video-heavy social media platforms like Snapchat and Vine on the rise. Won’t be long until Virtual Reality (VR) joins the fray. I’ve read somewhere that some marketing agencies are already prepping to dominate that ad space.
Marketers are also starting to focus their attention more on the Millenial demographic, so a lot of contextual and pop culture references are increasingly being based off of their generation.
Then there’s this clickbait type of marketing going on, started by the likes of BuzzFeed, Upworthy, etc. Lately, lots of other big media are following suit.(Forbes, Time, Vanity Fair, etc), so I guess there must be something to that sort of approach. When was the last time you got hooked by clickbait.
There also seems to be a lot of buzz with what I call “story-fied” type of marketing, like those emotional commercials Ikea, Pampers, Dove, GoPro, Under Armour, and even Coca-cola, among others, have been churning out. Let’s call it emotional marketing/branding. After all, getting people emotionally attached to your brand/product is the ultimate marketing goal, right? So there will probably me even more of that.
Lastly, there’s also all this Artificial Intelligence craze making the rounds, with Facebook, Amazon, eBay, Microsoft, and Google all scrambling to outdo each other. I think AI is going to play a bigger role in marketing as 2017 rolls in. Think responsive, deep learning-enhanced sales chat-bots, and neural machine translation-powered multilingual marketing, for starters.
All of these, I believe, are under the wide umbrella that is content marketing, so we’ve got to keep your eyes peeled and our ears to the ground to keep up with whatever trends are coming. Getting first dibs is a great position to be. That’s all for now.
Ted Rubin, Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO Brand Innovators. | https://www.linkedin.com/in/tedrubin | @TedRubin
What I see being huge heading into 2017 is live streaming, and the ability to share all video, and all content, in so many more ways, via more apps, with story-telling and engagement at the core. You need to try these platforms. You need to jump in. You need to see how you can tell stories, create narratives, build relationships, communicate with consumers, and create learning for your organization.
This is way more than just a another content fad, but rather it’s online video crossing a crucial threshold… You want to know really why I think it’s gonna be huge? Not because I’m using it or Millennials and GenZ are using it… it’s because it’s making video social. Because they’re not just streaming what’s happening live. They’re allowing you to engage with those streams… you are now able to be a part of the conversation.
Greg Jarboe, president & co-founder of SEO-PR; author of YouTube and Video Marketing; contributor to Tubular Insights & The SEM Post; instructor at Rutgers & Simplilearn. | https://www.seo-pr.com/ | @gregjarboe
The fastest growing form of content is mobile video. So, take a long, hard look at the content that video influencers are creating. Then, try to create that kind of content yourself, or partner with video influencers to collaborate with you to create it. For example, GE went looking for an up-and-coming video influencer last year who could demystify geeky topics and make unique, compelling, and entertaining as well as informative videos about them. And GE found Sally Le Page, a British biologist at the University of Oxford, who is now “GE Creator-in-Residence.”
Dimirty Dragilev, the founder of JustReachOut – a service used by 3000+ small businesses to pitch relevant journalists and get press coverage without the help of PR firms. | https://justreachout.io/ | @dragilev
Content and blogging will become more about depth of your content in specific topic or niche and less about how many links you have pointing to your site or how much traffic your site currently gets. Google will rank you because you have the most in depth and valuable content vs. most links and traffic and publicity on the site. Smaller blogs with better content will outrank FastCompany and HuffingtonPost.
Here is the complete analysis from my friends here.
The top 3 top trends driving marketing in 2017 will be streaming video (Facebook Live), the rise of artificial intelligence in apps like chatbots and the availability of cost effective marketing automation platforms for small to medium business. More reading here: 10 Top Social Media Marketing Trends to look Out for in 2017.
Personalisation is where everything is heading in marketing. A greater focus on marketing and ads targeted to people based on a wide range of personalisation elements. That, and a greater push towards higher quality attribution of marketing and sales.
#LiveVideo Streaming Is A Most Promising Tool Of 2017 Click To Tweet
Content marketing is still the best cost-effective solution to grow your brand with inbound marketing. It allows you to educate, get traffic, generate leads, earn links etc.
Influencer Marketing or how I like to call it Relationship marketing is a growing trend. It helps you to get access to big audiences easily.
Visual Marketing is another growing trend for the last few years. We are overloaded with information and our brains process visual content much faster.
That is one of the main reasons why visual content like videos, infographics are so popular.
Podcasts. Great way to reach new audiences. People are extremely busy but still hungry for information. That’s why they listen to podcasts during their daily commute.
From a marketers standpoint it’s gonna be a tough year no doubt about it. Digital marketing trends that marked previous years will continue to evolve and raise quality bar even higher than before. For example, we got hit with the Live Video Streaming this May and it already is one of the most promising and talked about marketing trends. Whichever channel you choose for your business keep in mind engaging content is the key to your audience engagement.
Did we miss out something? What trends will you be keeping an eye on next year? What new marketing and/or technology innovation will impact your business the most? Share your views in our comment section below.
Marry Christmas and a Happy New Year everyone!