As 2017 gets rolling, we decided to share some things we think will be a big part of this year's marketing puzzle. Some you already know about, some will enhance how they are currently used, and some are new that will become trends by the end of the year.
Here are our predictions for things that will be gaining marketing importance during 2017 (and not necessarily in any order of priority or importance):
- Mobile is a marketing medium - not just responsive design, but video, search, etc need to be targeted to mobile and consumer based companies have to move into mobile optimization for their websites and applications to provide the best user/visitor experience.
- As content becomes more personalized, and consistent engagement is needed - things will become more niche in approach. Casting a wide net will always have its place but it is more "branding". As you look to make an impact you will need to find the segements that produce results.
- Marketing Automation continues to increase - building campaigns and messaging to specific audiences and targets while measureing what they respond to is only going to grow as people get more sophisticated with their measurement. The more you can have your content help during the decision making process, the better.
- Social enhances customer service - we create dialog between companies and customers. You can use social to service those customers, help control reputation management, and be a primary source of interaction with customers. This is not just Facebook, but all social channels.
- Snap (known as snapchat) becomes mainstream - Already, Snap has transformed user expectations and major trends in the social marketing world. It’s helped bring back a more moment-focused view of communication, leading to more in-the-moment and live content. It has facilitated more mobile-centric app developments, and it’s introduced vertical videos into the mainstream - see Facebook LIVE now too.
- Video continues to increase in importance (see #5) - Marketers agree that videos bring the highest ROI, and we’re doing more of it. Social video platforms like Facebook are riding the tide and optimizing feeds to improve the viewing experience. Having more videos also improves SEO, as Google—which owns YouTube—favors them in search results. You can also get tools like Mention to help track better what it means to your marketing, and there are some pretty advanced analytics with Youtube directly now as well. So get your cameras/phones out and start shooting some short videos.
This is not an all-encompassing list of everything you should be doing, but some of the latest marketing pieces you should be considering if you are serious about your digital strategy. If you need help in any of these areas, we would be glad to discuss with you. You can also find our whitepaper on inbound marketing ROI to help or contact us.