Digital Marketing Trends to Watch in 2017
The year 2016 will always be remembered as a time when content published on social networks was strategically used to advance major political campaigns such as Brexit in the United Kingdom and the presidential election of the United States. Digital marketing experts and analysts believe that 2017 will be even more momentous in this regard.
With the above in mind, here are five digital marketing trends to watch this year:
It’s a Mobile World After All
There will be greater acceptance in 2017 of the fact that people will continue to be glued to mobile devices for years to come. In 2016, search engine giant Google made this point very clear with the formal announcement of mobile-first indexing.
Starting in 2017, Google, Bing and all other search engines will increase their crawling and indexing of mobile-friendly websites. What this means for company owners and brand managers is that they should ask their providers of digital marketing services about where they stand in relation to mobile SEO. If the website for a pizza delivery shop does not display correctly on smartphones, this may become an overall negative ranking factor; a digital marketing services provider can optimize the website for mobile visitors so that it ranks higher on the search engine results page.
It’s Still About the Content
Online marketers have been focusing on content over the last few years, and this focus will be even more crucial in 2017. Great content has become a vital element of digital marketing, particularly at a time when just about all website visitors can be assumed to be active on social networks; this means that visitors can become brand ambassadors when they share content that they deem to be of interest to those who are in their social circles.
Augmented Reality Becomes a Reality
In 2017, smartphones and other mobile devices will tell us more of what we need to know about the world around us. If the mobile game Pokemon Go is any indication, we are ready to accept augmented reality, particularly with regard to digital marketing services.
This technology has already been used successfully at professional football games through an app that displays stats when a player is followed by a smartphone camera lens. One online marketing project being developed in 2017 will apply augmented reality to real estate listings for the benefit of prospective home buyers.
Native Advertising is Reborn
Traditional advertising has been losing some of its sheen over the last few years. Marketing experts have been experimenting with native advertising, a concept that has been around in one way or another for about five decades, and the results for 2017 are promising.
An example of native advertising could be a musician who clearly endorses a line of headphones. Her tour is documented in the form of a video diary in which she promotes the headphones, but the diary itself is part of a website dedicated to entertainment news. As long as the video diary is well designed, the native advertising effect will be appreciated by audiences.
All Hail the New Video King
Content is no longer king, at least not the written kind. Video content is highly appealing to young, mobile audiences who are ready to move beyond reading. In 2017, modern audiences enjoy short videos that are clever, engaging and well produced.
In the end, 2017 will be a strong continuation of 2016 in terms of online marketing. Innovation will be firmly centered around the five aforementioned trends, and audiences will be more likely to enjoy marketing experiences.