With the ever-changing technological landscape, it can be challenging to stay ahead of the curve when it comes to digital marketing.
As you continue to refine your marketing plan for the year, gain insight into the trends and tactics that are helping influential companies gain efficiencies and generate higher ROI. Then allow these trends to steer where your company allocates their marketing dollars in the year to come.
7 Game-Changing Digital Marketing Trends of 2017
1. Data analysis will be vital to effective campaigns.
The time of digital marketing companies performing tactics without first performing a data audit is over. As digital marketing continues to mature, performing data analysis as an initial step will be a primary indicator of, and remain a crucial component to, the success of campaigns.
Digital marketing strategists will continue to emphasize the importance of previous and current past data, examining everything from customer lists to channel marketing statistics.
In addition, social data analytics have matured to the point that marketers can quickly tell if their efforts are working for them or if it is time to pivot, lessening the experimentation period of campaigns.
2. Targeting will become more accurate.
Since digital marketing practices are becoming more specific and useful, targeting will become more precise, allowing digital advertising to be more cost-effective, as well as influence more brands to allocate the bulk of their budget to digital marketing efforts, as opposed to traditional.
In addition, while testing new channels is always important for brands, the majority of the marketing dollars will continue to go to the larger channels with mature targeting capabilities — such as Facebook.
3. Market research will become central to new campaigns.
With various market research resources at our fingertips, it’ll become vital for marketers to perform market research prior to the start of a campaign, in order to define potential competitors in the market, uncover new target markets and/or discover the latest trends in the industry.
After conducting market research, marketers will be able to identify tactics that would be most effective for the campaign and how the pieces fit together for the best possible strategy, in lieu of having to perform a series of expensive test campaigns.
4. Marketers will experiment with virtual/augmented reality.
After the rise of Pokemon Go and Oculus Rift, it’s likely that augmented reality is going to start being integrated into marketing strategies for big brands in 2017.
This technology changes the way marketers engages with customers and drives customer experience to new levels.
5. Video marketing will become central to advertising strategies.
We’ve seen it in 2016 — video is becoming a vital part of digital marketing campaigns, humanizing the brand and allowing clients to become familiar with the brand’s story.
Video advertisements have been leading to higher engagement rates and short-term video platforms such as Snapchat and Instagram — are key to marketers.
In 2017, marketers are going to need to create video formats that cater to mobile devices and social platforms. In essence, storytelling is changing — and thus, marketing is changing to keep pace.
6. Real-time marketing will continue to gain importance.
With a president who makes his voice heard through Twitter, it’s evident that real-time social marketing and live streaming is going to continue to become even more important in 2017.
This upcoming year, expect marketers to find ways to integrate live streaming and real-time social media into their strategy. Whether it is engaging influencers by live chatting with loyal brand followers or creating a humorous Snapchat strategy, be sure to think in the “here and now.”
7. Customer experience will be central to every campaign.
When digital marketing began, marketers designed advertisements and other marketing material for computers. In time, the way users consume digital marketing has expanded. These days, users view content on mobile devices, wearables, tablets and car devices, to name a few.
This year, it’ll be key for marketers to stay ahead of the game by ensuring that every user has a positive and memorable experience.