We are halfway through 2016 and already the writing’s on the wall for the digital marketing trends that will dominate into 2017. When researching the focus of digital marketers/agencies and users so far this year. The data has shown that the following areas will continue to grow at a rapid rate.
- video consumption
- marketing automation
- content marketing
- and mobile marketing
First off, let me say there are many other areas of marketing that are showing significant signs of growth. For the purpose of “bite size chunks” this post will stick to the 5 biggest movers and shakers.
#1 Digital Marketing Trends – Live Streaming Video:
With the continual advancement in technology and mobile wifi, the growth of video consumption is keeping pace. We now have over 46% of video consumed on mobile technology. This is predicted to grow in the next twelve months as advertisers get creative with their consumer hooks.
Wherever you go online today you can already see the multitude of uses for video. If you are in business today and want to reach out to your customers you need to incorporate video in your marketing.
Most news agencies, bloggers and big business already use video in their communication. The good news is that anyone from solopreneurs and small business can incorporate great video experiences into their marketing. With limited low cost technology and decent lighting it’s available to everyone.
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With the introduction of Facebook live now in full release to users and businesses across the platform. The smart money has already incorporated it into their marketing. (Facebook live is only on mobile technology, although there are some clunky systems available for pc).
It doesn’t matter what type of business you are in, and whether you sell products or services. Live video streaming captures and creates new audiences that want to consume information and solutions.
Unlike video traditional recording/uploading where you can record and edit a video. Then upload to youtube, Vimeo and your website, blog etc.
Live streaming audiences growth comes from consistency, you have to commit to continuing to use it in your marketing. It’s definitely not “set and forget”. So if you plan to do live video on a Monday morning, you need to do it every Monday morning.
#2 Digital Marketing Trends – Snapchat
Snapchat is an image messaging and multimedia mobile application created by 3 Stanford University students and now has 10 billion video views per day.
The biggest demographic is millennials, however as with Facebook the generation change is happening as we speak. More and more people of all ages are getting onboard.
Snapchat is a mix of private messaging and public content, including brand networks, publications, and live events such as sports and music.
Snapchat has been monetised and allows marketers to advertise on the platform to their target audience. The increased use of video on the platform will give advertisers the ability to tell short stories. This in turn can incorporate their products and services (can you see a trend here?).
The reason I think that this channel will increase in digital marketing trends for 2017 and popularity for marketers and business is the increase and change in its user base.
#3 Digital Marketing Trends – Marketing Automation
Marketing automation has been around for some time now. However as with any type of marketing that uses technology it’s getting better at creating touch points for customers to take micro steps to a purchase.
Automated systems today can segregate customers by any criteria (tag) into a channel of messages that is not only suited to their specific needs but also personalise the messaging as if speaking to them directly.
The beauty of marketing automation is that you can reach out to your customers on a regular basis. You can incorporate how to, solve problems and create up-sells, in your automated communications.
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There are so many pieces of software that allow small business to set this up and create a funnel of new prospects and convert them to customers.
With just a website, data capture mechanism and automated email and social media posting. You can create a flow of enquiries to your business.
IMPORTANT TAKE AWAY: The only areas that you can own online are your website and email list, everything is owned by someone else’s i.e. social media, paid advertising platforms, email platforms you just rent the space. So all automated marketing should have at least a goal of getting the customer to your website and capture their data.
#4 Digital Marketing Trends – Content Marketing
Content marketing covers a large area of separate activities from blog posts, articles, videos, live streaming, white papers, podcasts, the lists is very long.
Trillions of pieces of content are posted daily from tweets on twitter to video on youtube and articles on news sites. But don’t be discouraged by all the “noise” it creates, a great percentage of this noise is created with no thought to targeting by businesses. Businesses that have such an inward looking culture they don’t recognise they are just shouting on a street corner.
Let’s get this clear straight away, content marketing is not about trying to reach everybody, everywhere. Content marketing is about identifying your target audience. Identifying how they like to consume information and where they are. Then targeting the correct content to reach the right people at the right time with the right information.
So content marketing will continue to grow exponentially in 2017. If you’re smart and do it right you will generate revenue for your business.
#5 Content Marketing Trends – Mobile Marketing
The growth in online sales is incredible and continues to become the first option for many buyers. Predictions are that as different generations feel more comfortable and secure with purchasing online. This will continue to increase as mobile marketing continues to grow as users move away from purchasing just at a pc or laptop.
We can already order a taxi, search for a flight or transport and buy tickets, find a hotel, order your table at a restaurant at the destination all from your phone in quick time on the move.
There is a reason I think that mobile marketing is a big digital marketing trend for 2017. Imagine what the future holds for businesses who create a marketing system to capture the user at search. Create a user experience on mobile that makes it super easy to buy their product or service all from their phone.
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And let’s not forget being able to phone your business (after all it is a phone) straight from wherever they are using your website/app “one click button”. This gives them directions or ships a product or ticket out straight away and then send them an email/text to keep them updated.
All this technology is available now which is why growth in mobile marketing will increase in 2017.
A wise man once said:
“if you do the same thing every day and expect a different result, it’s the first sign of madness”.
So if your business is stuck in a rut and you’re struggling to get and keep customers. Then you need to consider the areas above in your marketing for 2017. After all the reason they are marketing trends is because they are reaping generous returns on investment.
Get in touch if you are unsure of where to start or just want to chat about the opportunities for your business.
So how can I use it in my business you say?
Well, that’s several post for the future entirely on their own. You can sign up to my newsletter and get notified when it’s posted.
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