I’m a big fan of creating evergreen content but every once in while it’s good to change things up.
Earlier this year I shared with you Top 25 Digital Marketing Tools and Strategies for 2016.
I thought why not do a spin-off of the same article but focus on trends and insights instead.
That’s exactly what I intend to do for this article.
2016 has had it’s fair share of surprises in the digital marketing world. The big one obviously was Pokemon Go.
I mean no one saw it coming, the success of this app was mind-blowing, to say the least. There was a point this app was making $10 million dollars a day.
Pokemon Go gave Augmented Reality (AR) Experiences real meaning and this is definitely a trend we should be watching out for this coming year as digital marketing professionals.
This type of success will attract other brands to want to try their hand at AR. You can expect to see more AR ads and apps coming out in 2017.
Much of the digital marketing world is about jumping on trends first in order to edge out your competitors.
For this reason, here’s my curated list of digital marketing trends and insights that I believe will dominate the better part of 2017.
1. Live Video Streaming Will Explode In 2017
Live Video made its mark in 2016 and it’s probably gonna be even bigger in 2017.
The rise in demand for more in the moment type of content is going to continue to take dominance in the coming year.
Even before Facebook Live became a thing we had all experienced the wild success of apps such as Periscope. The Twitter-owned app.
Facebook Live streaming launched on April 6 and it’s growth is not slowing down anytime soon.
What is unique about Facebook’s Live streaming is in the newsfeed you can see that they’re actually live. That means broadcasters can promote their broadcast while they’re still Live Streaming.
Facebook recommends five minutes for live broadcast, but data shows that the longer your live stream the more engagement it will receive.
June 23rd, 2016 we witnessed YouTube live streaming launch feature on its app.
The differentiator with YouTube is that they claim to provide better protection from unauthorized use. Their live streams are also expected to be faster and more reliable than anything else on the market.
Instagram this month November 21st 2016, launched their disappearing Live video and messages services.
Instagram is combining the best of Snapchat and Periscope to help you get comfortable on camera. What’s unique about this stream is it disappears as the stream stops.
With this type of feature, you could see more people broadcast more frequently.
Media publishers are taking advantage of Live Video when it comes to content creation. I believe 2017 will be the year when live video will fully take off.
Twitter, YouTube, and Facebook are going to be huge players in this segment in this coming year.
2. Rise of Video Content
As marketers, we want to keep our visitors engaged with our content and one of the best ways to achieve this is through video.
Snapchat was a big one this year, total video views on the app surpassed those of Facebook.
I gotta be honest with you guys, I don’t really get Snapchat, at all. But what I know for sure is that Snapchat is not just a fad it’s here to stay.
As a digital marketing professional, you may need to start looking at Snapchat as a creative way to engage with your audience this coming year.
Video ads were also huge in 2016 through channels such as YouTube. There is also a growing acceptance of video ads among users and this trend in expected to continue
Content creators are also adopting video to help them expand and grow their audiences.
Vlogging will be a trend that will be expected grow even faster than it was in 2016, as a digital marketer this one space you should pay close attention to this coming year.
Content marketers like myself are encouraged to incorporate video into their long blog posts to make the content more digestible. This way you have a higher a higher chance of catching audience’s’ attention.
Videos have been proven to be one of the most consumed types of content on the internet, it’s also a vehicle for driving ROI.
3. Dense High-Quality Content Is Still The Key To Success
Even though video is gonna be huge in 2017, writing still counts. Perhaps more than ever.
The truth is most marketers are terribly bad at writing. Probably something you need to improve on this coming year.
A recent study revealed that the 50 fastest-growing B2B companies maintain a blog or a form of online publication.
Publishing content on a regular basis has helped organizations use CTA’s (Call To Actions) to direct online users to their products or services.
Content when done correctly, can be a powerful sales strategy for companies but in order for it to be effective marketers need to ensure that it can be accessed as needed.
Social media will continue to dominate as the number one way to promote content.
For effective content, marketing companies will need to invest in the creation of real content marketing strategies that are documented. Sadly, most organizations do not have one.
Another trend we are expected to see this coming year is companies investing in content talent. This may be internal or outsourced.
A study by Curata revealed that 42 percent of companies now have an executive position dedicated tp content marketing. This figure is expected to rise in 2017.
If you’re a blogger now may be the best time to consider offering your services for a premium.
Be careful a lot of companies out here try to advantage of bloggers by giving them low rates. Charge what you’re worth.
Important To Note: Avoid Click bait headlines they were not effective in 2016 and they certainly aren’t going to be effective in 2017. People are becoming increasingly aware of strategies such as these.
Inbound marketers will need to spend more time creating content that is, in fact, solving a need or problem.
Communication on the internet is still largely text and story-based.
Long high- quality content is going to continue to be the most effective digital marketing strategy of 2017.
4. Mobile User Experience Will Take Centre Stage
Without a doubt the future is mobile.
Mobile user experiences are set to dominate the better part of 2017.
Brands have to come up with new and creative ways to engage with their audience through the device that they have on them all the time.
If your content cannot be digested on a mobile device, frankly, you’re gonna have a lot of problems.
Mobile search and mobile optimization should be at the top of your list as a digital marketer.
Mobile optimized websites should be intuitive, accessible and convenient for users.
Mobile apps have a huge potential and business owners are now quickly realizing this trend.
You should expect to see huge growth in the mobile app development space in 2017.
According to Smart Insights Apps account for 89% of mobile media time with the other 11% spent on websites.
Consumers increasingly prefer to do research elsewhere, but they want to consume media through an app.
Focus on providing great mobile user experiences and give mobile the priority with most of the digital content you develop.
5. Growth in Niche Growth Hacking Strategies
Social media is going to continue to be a big player here.
Online advertising costs are becoming more and more expensive and companies are increasingly adopting niche marketing strategies.
As demand rises for top advertising spots, so will the prices.
Viral marketing campaigns, as well as organic ads, will take growth hacking to a higher level for organizations.
Growth hacking strategies such as Conversion Rate Optimization (CRO) will help marketers drive more targeted campaigns online.
An example of conversion rate optimization is adding the Facebook Pixel to your website allowing you to track the behaviors of your visitors while they’re on your website.
Marketers who don’t have a huge advertising budget can use CRO to funnel more their existing traffic into sales.
Strategies such as PPC will be a thing of the past. We will see a trend of more optimized advertising alternatives ruling the web in 2017.
It’s important to keep up with the latest trends and insights as we head toward the end of the year.
The last thing you want is invest in digital marketing trends that are not going to give you any tangible results.
Invest your money where it counts, by closely monitoring the industry news coverage and activity on Twitter and LinkedIn.
With just a month away, it’s time to start thinking about your 2017 B2B digital marketing strategies and how to get the most of your efforts.
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