Top Digital Marketing Trends for 2017

What Should You Expect from 2017?

As smartphones continue to penetrate new markets and increase their popularity in existing markets, digital marketing will be important for the success of businesses in 2017. The trends that will dominate the industry include:

CONTENT MARKETING

Content marketing has been one of the top 3 marketing trends for the last three years and is expected to prevail in 2017 as well.

• Research by Smart Insights suggest that about 40% of businesses now use a strategic approach when it comes to digital marketing.

• This will give a huge boost to the content market.

• The demand for more interactive apps and personalization tools is also expected to rise.

BIG DATA

Data Velocity, data volume and data variety are the 3Vs of Big Data that explain why it is becoming a key trend in digital marketing.

• Businesses will look to exploit the value of increased sales through personalization of websites.

• E-mail marketing will also be a key trend.

• Big data will become essential, since it can help evaluate the propensity to convert, given different customer characteristics and behaviour.

MARKETING AUTOMATION

This includes CRM, behavioral e-mail marketing and web personalization. Like content marketing, marketing automation has also been one of the key trends in the last few years.

• This sector still has a lot of potential to grow.

• As businesses progress up the learning curve, more businesses will be putting lead scoring in place.

• They might also start using predictive analytics to learn the best places to feature their content.

MOBILE MARKETING

Due to the popularity of smartphones, mobile marketing will be on top of the list for most businesses. Since research shows that the retail conversion rate via smartphone marketing continues to be low, this arena will require some work too.

• Mobile marketing will become part of a multi-platform strategy.

• Leading companies will look at adaptive mobile design approaches.

• It will help them serve relevant, contextual content and CTAs, which will take lesser load time.

SOCIAL MEDIA MARKETING

Marketers will continue to use social media to engage their customer base and encourage advocacy.

• Social networking platforms other than Facebook and Twitter will dominate in some countries. For example, Instagram, Pinterest and Snapchat.

• The ‘Pay to Play’ approach, where marketers need to pay in order to promote their business, will become a key marketing trend.

• Innovative approaches to using social media platforms will be needed.

SEARCH ENGINE OPTIMIZATION

After Google’s recent announcement regarding the mobile index and AMP, SEO techniques will become very important in 2017.

• Since September 2016, AMP smartphone traffic has increased.

• AMPs might be targeted at publishers but should be considered by businesses with an active blog.

• Google will also start penalising websites that use pop-ups.

ONLINE PR AND DISPLAY ADVERTISING

While these might be completely contrasting trends both are expected to be popular in 2017 due to different reasons.

• Online PR is important in terms of mobile or content marketing but its importance is often overshadowed by other means of PR.

• However, it will become essential due to growing competition.

• Banners and social marketing ads will be used to lure new customers.

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