Digital Marketing Trends for Organizations in 2017
Organizations are facing more and more challenges when it comes to digital marketing. With growth and revenue a priority for most businesses, 74% of marketing professionals this year have focused on converting leads to customers, while over half prioritized increasing traffic to their website.
Alongside accelerating inbound marketing being a top priority, technologies continue to evolve while social platforms seem to have a life of their own when it comes to growth. Take the current shining star in the app world Snapchat, only launched in 2012 the application has dominated headlines this year piquing interest amongst brands and investors alike raising nearly $650 million in six rounds of funding and its founders demonstrating such belief in their product they rejected a $3 billion buy-out offer from Facebook.
This is the reality of digital. It doesn’t just move, it skyrockets, and as technologies continue to evolve so do customers. As a result, the marketing activities of organizations also needs to move apace to keep up with both its application of digital technologies and developing the knowledge and skills to use them.
So while 2016 continues to witness developments in the realms of social media, VR, mobile marketing and user experience to name a few - what does 2017 hold? To help keep you in the loop, here are five digital marketing trends to look out for next year.
In-store marketing may not sound like a branch of digital marketing or Indianapolis SEO, but in 2017, the relationship between physical and online sales techniques is expected to narrow even more.
In a smartphone dominated world, 80% of millennials use their phone in-store and 74% claim to be willing to receive location-based mobile alerts. For an organization with an optimized mobile strategy, capturing customers in-store through digital techniques will provide an effective means of conversion.
As consumers become savvier and more tuned into their digital surroundings, they have a greater desire to connect with brands and follow their stories.
Online video now accounts for 50% of all mobile traffic and this year has seen a huge rise in video sharing, and video content creation, particularly in the realms of social media.
Platforms such as Periscope and Facebook Live now make it easy for brands and businesses to connect with their fans and followers in real-time and get their message across by streaming live broadcasts and promoting them in advance, and as people's thirsts for video stimulation increases, so will the need for live video content.
Expiring social content
As social media consumption continues to rise and the big players are monopolizing the market, we can expect significant changes in social from next year and beyond.
Facebook bought WhatsApp, Twitter purchased Periscope, and as social becomes more consolidated, the way in which these platforms operate may very well change, and it's up to businesses and their marketers to keep their eye on the changes to remain ahead of the game.
One big digital marketing trend that is expected to blow up in the world of social media comes in the form expiring content. Expiring digital content offers brands and businesses a means of cutting through the noise and clutter, and gaining the attention of their target audience without spending massive amounts of capital.
Wearable mobile devices
There are currently 7.22 billion active mobile devices in the world - that's more technology in the world than people, so it's easy to understand the importance of smartphone marketing and its relevance to an organization.