Digital Marketing Trends 2017

Marketing Automatio

n

• Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.

• Leading industry tools that are set to grow in popularity in 2017 include Marketo and HubSpot, both of which will continue to lead the inbound marketing charge in 2017. As businesses look for effective lead generation tactics, these tools will see an explosion in usage.

Trigger Email Sequence

Influencer Marketing

• Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.

• Businesses are expected to increase their budgets on influencer led campaigns in 2017 as they look to align key influencers with their brands. They will be be sought out to act as brand ambassadors to help build awareness and visibility.

Ego Bait Campaigns

Mobile ready

• Responsive Web design (RWD) is a Web design approach aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from mobile phones to desktop computer monitors).

• Businesses will need to ensure their websites are mobile ready in response to the growing increase in mobile web searches and availability of wifi, which is set to rise in 2017.

Responsive sites & apps

Content discovery

• Native advertising is a form of paid media that is frequently adopted by content marketers. By definition, it is any paid content that is "in-feed" and inherently non-disruptive. This includes promoted tweets on Twitter, suggested posts on Facebook, and editorial-based content recommendations from content discovery platforms.

• With the web saturated with an overwhelming amount of content, businesses and marketers will be increasing investment in content discovery tools like Taboola and Outbrain. These tools will continue to grow in popularity in 2017 as they offer healthy ROI’s.

Outbrain & Taboola

Video

• Video marketing can be defined in digital marketing context as all uses of video contents to promote a brand, product or service. It can help increase SEO, click through rates and overall conversions.

• Periscope and Facebook Live will gain wider adoption in the B2B sector, as they set to replicate the success seen with video in the B2C sector. FB Live in particular will see increased usage in 2017 as businesses see the value in reaching and engaging audiences in real time.

Facebook Live

Social selling

• Social selling is about leveraging your social network to find the right prospects, build trusted relationships, and ultimately, achieve your sales goals. This sales technique enables better sales lead generation and sales prospecting process and eliminates the need for cold calling.

• With the proliferation of new platforms like Snapchat, businesses will be investing more resources into implementing social strategies that will improve lead generation and engagement. With ecommerce integration on Instagram, the landscape of social selling is changing.

Instagram ‘Buy Now’

Key Takeaways• Look at creative ways of integrating these

new trends into your current digital strategy

• Get buy in from senior management who can expect a healthy ROI on featured methods

• Find out which method most suits your business, target audience and wider sector

• Stay ahead of trends by subscribing to blogs and trade publications

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