Marketing trends to watch out for in 2017

Posted by john in Marketing, Opinion.

Marketing trends to watch out for in 2017

With 2016 rapidly coming to an end and 2017 just around the corner, what better time than now to think about what next year’s marketing trends will be.

Here’s what we predict will be the key trends that will dominate marketing next year.


PREDICTION 1: The focus for web design will firmly remain mobile

Mobile as a device seems to be unstoppable when it comes to internet usage, with 65% of visitors reportedly using mobiles and tablets and 35% using desktops these days. As websites become easier to use on mobile devices and technology continues to improve, the share of mobile internet traffic will continue to grow.

Accelerated Mobile Pages (AMP) is a new method introduced by Google to enable web pages to be created with static content that render much more quickly, making them more mobile-compatible. And it’s a method we envisage will be used a whole lot more over the next 12 months.

AMP goes hand-in-hand with mobile-first design. While it may be a discipline that’s been around for several years, it’s one that’s continuing to grow in significance as more people use mobile and tablets to browse the internet.

If your site isn’t built by considering mobile-first then you could potentially lose 2 out of every 3 prospects!


PREDICTION 2: E-marketing will become more personalised than ever before

The rise in big data will undoubtedly continue next year, which will generate a greater level of customer intelligence, enabling more detailed and accurate consumer information to be gathered.

Businesses are using this wealth of information to optimise their return on e-marketing by creating more personalised workflows and customer journeys. According to Campaign Monitor, marketers who use personalisation to make their emails more relevant are not only getting 2.5x higher click-through rate, but are also generating 6x more sales from their campaigns.

When it comes to email marketing, one-size-fits-all offers and messages will be replaced by personalised emails based on factors, such as gender, location and past purchase history. More marketers will automate their emails using workflows which, if implemented correctly, can encourage greater product adoption, upsells and additional purchases.

And with the GDPR legislation that comes into force next year covering the use of bought data and opt-ins the need to be an ‘expert’ at getting the most out of your data is only going to increase.


PREDICTION 3: Demand for in-the-moment social content will continue to rise

This year has already seen an increased appetite for more immersive content among social media users and it’s a demand that’ll continue well into 2017 and probably beyond.

People are starting to demand social media as a conduit for more vicarious experiences. It’s no longer enough to post their sentiments about an event; businesses have to show their users what it’s like to be there.

Real in-the-moment content is the key to making users feel like they’re a part of the experience as it unfolds and can be created using tactics, such as live video, 360 images and recorded video with more real-time posting.

All this means that a specific social media function will become a necessity in any sized marketing function.


PREDICTION 4: More marketing budgets will be spent on video marketing

While video marketing may have been one of the main buzz phrases for last few years and more businesses are embracing it, next year will be the year that it really comes into its own.

Faster internet, slicker mobile-friendly website design, the steady rise in mobile internet users and demand for in-the-moment content will really see video marketing take centre stage. According to figures released by Syndacast, 74% of all web traffic will be video in 2017.

Video is a fast, simple and effective way for businesses to communicate information about their products and services, which requires minimum effort from the customer to digest. Watching a short, snappy website video is much quicker and easier for customers than having to read through reams of text plus, it’s widely shareable across social.

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