In less than two months it will be the start of 2017, which means marketing managers need to start thinking about the online marketing trends that will shape their marketing strategy.
The latest trends in digital marketing are an insight into how consumers want to be marketed to in the coming 12 months, and also a nod at things you should be considering to replace certain elements within your current marketing strategy that haven’t been working.
Here are the 7 online marketing trends that we predict will make waves for marketing managers in 2017:
Content needs to start taking its cues from how customers use their devices to engage with each other. If your customers are communicating with family and friends via mobile apps like Snapchat, then you can bet that they will be expecting companies to do the same.
2. Native Advertising
Native advertising is fast becoming the replacement of display and banner advertising, especially considering that ad-blockers are becoming more prevalent. Find out more about native advertising and how it applies to your strategy here.
The Internet of Things has long been a neglected area of marketing opportunity. Statista has data predictions that claim over 50 billion connected devices will exist by the year 2020. Given that Statista also forecast the number of mobile phones for 2017 will be 4.77 billion, there’s a number of unaccounted-for devices that have the potential for marketing infiltration.
Along the same lines as the IoT, optimisation will need to take a major role in your marketing strategy. From email marketing optimisation to device optimisation, there are important features to be aware of – especially now that Google is keen to reduce the rankings for websites using pop-ups (AKA distraction-based marketing methods). Optimisation isn’t just about being mobile friendly – though if you’re not mobile friendly, you need to make that change – it’s also content relevance.
Gartner has already informed us that by 2017, up to 90% of marketers believe that customer experience will be their best means to differentiate themselves against their competitors. Brands have started to come around to the understanding that online reviews influence over 65% of their consumer’s decisions. For 2017, this percentage is said to increase drastically, so by ensuring your online reviews are the result of impressive customer experience, your business will thrive.
6. Sales and Marketing integration
HubSpot have been talking about “Smarketing” for years now, however the uptake of this methodology hasn’t been lightning fast. At the end of the day, marketing and sales have the same outcome – leads – and there can be disagreements about who is responsible for conversion failures. Marketing need to hit their niche and sales need to keep their promises; but in order to do anything that meets the expectations of the customer, sales and marketing need to share mutual accountability.
7. Smart Content
Smart content’s job is to feed into customer lifecycle marketing, forming a completely optimised content funnel through lead scoring and personalisation. Content strategies are relying heavily on the inbound methodology and its lifecycle: Attract, Convert, Close & Delight. Where smart content comes in provides a two-fold effect: 1. It saves marketers valuable time by using lead scoring to move customers through their journey based on their score and 2. It predicts your customer’s next move, and appears to be intuitive to their needs. Each of these outcomes is highly effective for your marketing strategy KPIs.
There’s no one way to generate leads and meet/exceed KPIs, which is why we’ve developed tried and true marketing methods for increasing leads. Find out more about how you can take the best known lead generation marketing tips and blend them with these 7 online marketing trends that will set your company apart in 2017.