The past year has seen quite a few changes in the Digital Marketing industry. Now, it is time to embrace the changes in the 2017 digital marketing world. SmartInsights has beautifully captured the ongoing trends in the market through various infographics which you can find here. As always, we need to realize that the Digital Marketing industry is ever-changing and ever-evolving. It isn’t necessary that the digital marketing trends of 2016 will stay the same in the year 2017. Let’s look at the top digital marketing trends that made it to 2017.
Social Media Marketing
2016 was a record-breaking year for Facebook or Social Media Marketing in general. They earned $7.01 billion in terms of revenue and over 1.79 billion dedicated users for the app. The striking new features that we have come to love about Facebook are MarketPlace, Instant Articles, Reactions and Facebook Live. The future of social media is well evolving fast and quick.
According to HubSpot, videos uploaded alone account for over 74% web traffic. In the recent past, Video Marketing has witnessed a never seen before popularity. It has led to higher quality of video content being uploaded to the web in just a month as opposed to the ones created by TV in over three decades.
Similarly, analytics have shown that more than three-quarters of the video is watched by 65% of the viewers. 33% of tablet owners spent almost an hour watching videos every day on their devices. 28% of smartphone users were found to watch videos on their mobile devices at least once daily. Additionally, it also states that 78% of people watch videos every week as compared to 55% daily viewers. It also emphasizes the acceptance of the format of video ads. As this trend gradually evolves, you would witness various sorts of engaging video ads popping up on your screens soon.
2016 has been a year of surprises as newer techniques came forward and set up camp leaving the traditional ones behind. Mobile searches have been growing strong for a while, but in 2016 it finally became a top priority for all digital marketers. Google has basically phased out all websites which are not optimized enough for mobile. The slow yet steady transition of traffic from the desktop is furthermore emphasizing on the fact that smart investment is in the kind of digital marketing that is focused on building responsive or mobile-first websites.
The challenge here is to use mobile marketing as a ground to transform leads to conversions. Smartphone users tend to be in a hurry and have no time to read through an entire ad that is not relevant to the users’ search. Therefore, it is important to consider native mobile messages.
Data has always played a role in marketing. It provides customer insights on their needs and helps you improve your marketing strategy. Companies have begun to realize the importance of data for marketing and hence data-driven marketing is among the top digital marketing trends of 2017. The use of automation along with data can bring huge benefits to your marketing strategy. Further, personalizing the marketing strategy proves how a company brings out the best ways to approach their target audience.
Content Marketing – Content is King
Content, however, remains a stable, solid and unperturbed trend with the paradigm shifts taking place in the digital world. High quality and relevant content with an interactive angle is an undisputed winner always. There is always a demand for thorough writers on the subject they undertake and has much experience to share on the same. As of 2017, a good content marketing strategy has become imperative for any company to reach its marketing goals.
Internet of Things (IoT)
The Internet of Things has been a trend qualifier for the last 2-3 years. It is mainly relevant to device-makers and retailers. Therefore, it is one of the top priorities of the digital marketing checklist. There will be an estimated 75 billion devices connected by 2020 and will have far-ranging implications. All of this sharing data will transform the way we live our lives.
Search Engine Optimization (SEO)
Search engines are changing their algorithms on a regular basis. The reason is that the amount of data uploaded is increasing day by day. It is of prime requisite for search engines to continuously update the algorithms to monitor who gets higher ranks over the other. Digital Marketers need to further focus on the algorithms changed by other major search engines like Bing and Yahoo as well.
Moreover, the announcements made by Google about the mobile-first index and AMP has made Mobile Marketing SEO techniques particularly important.
Search engines are becoming more intelligent in understanding the users’ queries and interpreting their keystrokes. A good mobile experience is increasingly important for ranking higher on search engines since Google announced the launch of its mobile-first index.
As the adoption of such techniques increases, it offers a huge opportunity to companies to make use of the increasing number of mobile searches. It further highlights the need to understand the power of natural language used in searches.
Big Data involves applications that have customer and market insights and predictive analytics. It is expanding on three fronts – Data Velocity, Data Volume, and Data Variety. They are also known as the 3Vs of Big Data. You can read more about it here.
It is known to be one of the key trends in the market by people who have experienced an increase in the variety of data formats and the volume of real-time data in their business and use this to increase their sales personally or via email marketing.
Wearable devices like Apple Watch, Fitbit, and other such consumer commodities are the hottest things in 2017 and may stay that way in the forthcoming years!
Paid Search Marketing
The most important and popular forms of Pay Per Click (PPC) is Google AdWords. Here, Google is building the features around it by pursuing the ‘Mobile-First’ strategy.
Marketing Automation has consistently remained on the top three digital marketing trends for the last five years. It is a practice that helps marketers automate tasks for certain events based on certain triggers. A few examples of marketing automation are customer service, automated sales emails, automated social media posts, and CRM to keep track of sales and leads. The best automation tools allow the customer or company to customize it according to their needs from interacting with their customers to the conventional approach when exploring new prospects.