We are approaching the end of the first quarter of 2017 and it is fair to say that there has been a lot of progress in the digital media world, both good and bad. The accelerating importance of video and the dominance of mobile phones in our lives continue. Yet a new year means we can start developing new digital marketing strategies to move brands forward in the coming months. According to Sean Mulrooney, CEO of NW3 Media, the top 10 trends in digital marketing this year are:
Last year was a big year for mobile, and we will no doubt see the same thing in 2017. In fact, Zenith predicts that in 2017 mobile advertising will eventually reach the critical spark point and surpass the desktop. The prevalence of portable devices and the fact that desktop traffic is being forgotten clearly point to the fact that mobile is in the future. If your content, ads, and website don’t appeal to mobile users, then you’re missing out on a huge opportunity. Do not just make a little technical tweaking, review your online experience properly to make sure it integrates with the lifestyle of an “on the go” user.
Business Insider reported that native advertising spending reached $ 7.9 billion in 2016, projections skyrocketed to $ 21 billion in 2018, and are expected to expand across multiple platforms. A more integrated advertising experience is more likely to reach the target audience, as digital consumers are now wary of overly explicit advertising, and the ability to skip ads or remove banners in browsers has increased. If done well, native advertising will unobtrusively and seamlessly integrate with normal content on a platform, adding value to the audience as well as reaching them with your ads.
If you’ve logged into one of the popular social media sites recently, you’ll notice that video content dominates most of them. These are not ubiquitous videos shared on Facebook Live, Snapchat stories, Twitter, and Youtube. (Video is fast becoming the king of content.) If you fail to include video content in your ad, you’ll be left behind. This trend is closely related to the growth of mobile devices. Invodo reports that mobile video viewing has been on top of the desktop since Q4 of 2015. The ability to reach Generation Y is what makes YouTube such an advertising hub; YouTube turns 18-49 years old, compared to the top 10 TV shows combined during the premiere.
“What color lipstick are you?” or “Which superhero do you like most?” Remember classic magazine tests like. They also exist in the digital space and can also be used for advertising potential. Content that users interact with leaves a greater impression than what they just read, and even takes the viewer from passive to an active role. In a period when only one visual and written advertisements are likely to disappear in the sea of content, interactive content given through tests, surveys, and information articles in advertisements or on the advertiser’s site is very important.
Consumers are overwhelmed with ads every day. This mitigates the impact of most advertising campaigns. Yankelovich President Jay Walker-Smith says the average user gets over 5,000 ads a day, which is not of interest to the already distracted audience. To unblock advertisers, it needs to personalize what certain consumers are interested in – the ad experience. Fortunately, thanks to increased data and the ability to track consumer habits, interests, and activities, advertisers have the ability to segment ads by targeting specific types of users. Although it may mean a little more work, in the beginning, it is sure to be worth it for the future benefits.
Influencers are like steroids that spread word of mouth. In the age of digital advertising, an influencer with an excess of followers trying to attract customers to your product is more effective than a few tactics because trust is built in the beginning and thus access occurs instantly on many platforms. Influencer advertising is on the rise because people rely more on advice from their favorite social media personalities saying the product is great than any traditional campaign. With the right influencer partners, advertisers can quickly create a follow-up in a short time. Familiar channels of Instagram, Snapchat, YouTube, and Twitter are of course the top targets. But consider niche forums like Reddit. You can even target the influencers of the B2B industry blogging.
Chatbots have come a long way since Microsoft Clippy. Google Allo was launched in September 2016 and hailed it as “the most meaningful chatbot messaging platform” by reading, commenting on messages, and suggesting appropriate responses in response. Advertisers jumped on this trend, making it easier to find hands-free, voice activation, and doorman-like services at the consumer’s home. Chatbots attract attention with their real-time, 24-hour communication. Automatic identification systems provide a personalized experience without one customer needing another. A personal affiliate for anyone who wants to chat, the type of positive consumer experience for many companies; The automatic identification system and big data that make this happen will increase the advertising potential with the use of more chatbots by providing updates and market strategy in real-time.
Live video is the new trend that has been made apparent by the very rapid rise of Snapchat. When the Facebook company announced the live video, the company was very confident of the potential of this content distribution channel and made multi-million dollar deals with broadcasters like Buzzfeed to keep getting content in. The deal works great for all parties. Facebook reported that users watched live videos three times longer than they did not see them live. After the tradition of vlogging and popular reaction videos, the content can reach viewers visually and emotionally, creating a more spontaneous, more intimate, and more immersive experience that advertisers constantly strive for.
Investing in advertising and content won’t be feasible if you don’t pay attention to data and metrics. Data not only determines the success or failure of a campaign but also provides valuable information about the minds of customers. This can help advertisers fix what they’re consistently great for. Every major platform, from email to Facebook, Google, and Instagram, provides metrics and data to advertisers. More content interactions mean more ways to source data, and cloud storage and machine learning enable this data to be extracted faster than ever. If you ignore these items, your ads will make no sense.
More than 400 million mobile web users and 200 million desktop web users are using adblocking technology to restrict banner ads displayed on their devices. But marketers don’t have to worry. Yes, you read it right, stop worrying. It’s a reality, and ad blocking will stay here, no matter how annoying. There will be a constant game of cat and mouse across advertisers and platforms against the developers of ad blockers. Advertisers are better off focusing their energies on diversifying their media and finding useful content that harms ad blockers. Because traditional online advertising is not well received by consumers, whether or not it is blocked, advertisers should focus on creating content that consumers want to see, rather than content that is deemed troubled.
After all, it’s not easy to grow your business, right? Increasing your influence and gaining more customers is a challenge every company must overcome. Your success in marketing depends on trends. The last thing you want is to be left behind. Pay attention to the evolution of the trends listed in this article and stay ahead of the competition.