We look ahead at what 2017 holds for digital marketing.
As we look back over 2016, some clear digital marketing trends have been present throughout. The final third of the year saw mobile internet usage overtake that of desktop for the first time, a milestone in keeping with perhaps the year’s most dominant trend. Digital publishers and marketers alike have made mobile a priority, and though this won’t slow down in 2016, other specific areas like UX will take precedence.
Video, too, has been a major buzzword of 2016, with brands large and small looking to create video content to be shared across social channels. 2017 will see further proliferation of this, with live video and native advertising in broadcasting realising their potential. So, as 2016 draws to a close, here are the top digital marketing trends to watch out for in the 12 months to come.
Less is more
One thing we can learn from Facebook’s recent algorithmic change, which favours user generated content over that of brands, is that persistent branded content is no longer welcome. The emphasis now is on quality. Content should offer real value to the customer in exchange for their attention, and brands are now spending more of fewer pieces of content. This shift will only intensify in 2017, with the crackdown on misleading content on social channels marking the beginning of an online cleanup.
Essentially, brands will be afforded less exposure by social channels. As a result, content will need a marketing budget behind and brands will have to be more considered in their approach. Churning out second-rate content for the sake of clicks will be less effective.
UX, UX, UX
A serious trend in the latter half of 2016, user experience (UX) will only grow in importance in 2017 whether it be on mobile, on desktop, or in store. You may consider UX more of a design issue than a marketing concern, but the area has progressed to the point where all interactions with a brand should be in keeping with its wider feel – even an email blast is part of the user journey, and brands should take into account how intuitive it is to navigate and how it connects with the website.
The focus on UX will also affect digital marketers looking to place ads on other brands’ websites or in-app. Such is the need for a smooth and pleasing UX that banner ads will become less and less available, with pop-ups all but disappearing across mainstream apps and websites. As a result, digital marketers should focus on native advertising in 2017, marketing that offers a value exchange to the user.
Source: Innovation enterprise