The Hottest Online Marketing Trends in 2017
In order to get the most out of your digital marketing investments, you have to know what’s currently working and what’s not working, but you should also have a good idea of what people are interested in. As a Denver online marketing company, we have a pulse on these trends, platforms, and strategies, and they are evolving faster than we can type this information, so sometimes it’s almost more important to be aware of where future interests may lie with both online marketing companies as well as consumers.
It is amazing how trends change and evolve, and it’s clear that technology and commerce lag behind the ever-changing wants and needs of consumers. However, there are megatrends that experts don’t expect to go away anytime soon, and these are the places where your money will be best spent.
●Video ads will be the big story in 2017. Youtube and Facebook already have this down to a science, but now Google is also expected to join the party. Although the average person may deem these ads as unnecessarily intrusive and irritating, the proliferation of this kind of advertising actually tells us that the public has grown to be more accepting of them. Expect to see a lot more video ads popping up around you across all platforms and devices.
●People are addicted to their smartphones, and this is why mobile will dominate desktop in 2017. The amount of traffic from mobile devices eclipsed the amount of traffic from desktop devices back in 2014, and people are also spending more time on mobile devices than on laptops or desktops. It’s also important to note that upwards of 90 percent of time spent on mobile devices is now being spent on apps (Source: SmartInsights.com). This is also a reason why Google essentially buried any website that wasn’t mobile-friendly. Mobile optimization should be one of your top priorities this next year.
●Messaging apps / Bots (or messaging within apps) have exploded in popularity within the past few years. Facebook messenger, Whatsapp, and Snapchat all allow people to communicate outside of the public streams of social media. While many app makers have promised to keep these environments ad-free spaces, there could still be wiggle room. For example, AI bots like Apple’s Siri and Microsoft’s Cortana will all provide room for monetization in this arena. They get to know their customers intimately, and this provides a chance for you to satisfy a need. Many of these bots also use voice recognition technology, which is set to take off in years to come. You can trigger either Direct Actions, "send my wife a text," or Conversation Actions, "what's the weather forecast for skiing this weekend?"
●Marketing technology itself is also set to change. Artificial intelligence and predictive analytics are what will steer the profession towards a momentary destination, so keep an eye on these trends. There will be more emphasis on a newer approach to consolidate customer data from different first-party and third-party sources across the customer lifecycle. The manipulation, consolidation, and interpretation of this data will comprise predictive analytics.
●Wearable technology will also gain popularity in 2017, and that will cause quite a stir. The line between online marketing and digital marketing will be much more blended, and the opportunities to reach consumers will be huge. Local marketing could change quite dramatically as a result of this, but wearable technology has still not broken out of the ‘fad’ phase, so sit tight with this one.
●Another major change is the simple digitalization of all marketing for businesses both large and small. Customers have shifted towards mobile and digital, so even small businesses and startups now need to start forming digital programs in order to compete in the 21st century - no matter what product or service they’re selling. This is important to know, because if you haven’t totally shifted into the digital world, then time is running out. If you have gone digital, this also means that you cannot give up on the old mainstays of online marketing such as content marketing, SEO, email marketing, paid search, and social media marketing.
●Algorithms will change. Death, taxes, and Google Algorithm changes. This will happen hundreds of times in 2017, but knowing this should not change your approach. Your best bet is to continue to produce original, informative, and helpful content; keep the top 100 directories updated, build high quality links, and mix in ads to your target sites. Content will still be king in 2017, but don’t forget that Facebook and Bing are gaining ground on Google, so don’t forget about their algorithms either.
What do you need to focus on in 2017? To put it simply: consumers are going mobile, and they’re spending all of their time in apps. When was the last time that you were on the Light Rail in Denver and you saw everyone looking up and talking or reading a newspaper? It just doesn’t happen as much anymore. Everyone is buried in their mobile devices, so we recommend that you put your marketing budgets into places that reflect this shift.
As 2016 draws to an end, we would like to extend best wishes for the holiday season to you and your families, and a prosperous 2017.