7 Marketing Trends to Look Out for in 2017
Written by: Emily Tuohy, Design: Monika Mońko
Marketing is all about anticipating the future in order to create new products and successful campaigns. After having recently reviewing the marketing trends and failures of 2016, on the brink of this new year, we look forward. Here are seven marketing trends to look out for in 2017.
1. Mobile strategy comes first
We used to live in an age when computers were key to marketing campaigns, and mobile phones weren’t even an option. It seems that the tables have turned and internet traffic is coming more from mobile – from smartphones to tablets and wearable gadgets – mobile devices are taking center stage. Brands need to accept this change and adapt their way of thinking. Advertisements, websites, and the whole online experience needs to be optimized for the mobile user. Brands need to think of mobile strategy first, desktop second.
2. Video, video, video
You’ve probably already noticed it yourself. You’re scrolling through your Facebook newsfeed and all you see is videos, videos, and more videos. It's going hand in hand with mobile taking over, mobile video views surpassed desktop video views for the first time ever in the last year. Marketers who use video grow 49% faster than non-video users, and 50% of advertisers are shifting budgets from TV to digital video. This leads to the conclusion that branded video content is an essential area of investment in marketing and will continuously become more important in 2017. Quality and reactiveness is also key to the success, with the rise of 360-degree film on Facebook, live video through apps such as Snapchat, and even higher consumer expectations. Brands who fail to see this will definitely miss out.
3. Online shopping goes social
Nowadays, you don’t matter as a brand if you don’t advertise through or have a page on social media. But it’s developing even further than that. You’ve probably already seen it, you checked out a pair of shoes online, and then scroll through your Instagram feed only to find those exact pair of shoes and a ‘Shop Now’ button. We aren’t taking the SEO tech into account, which has been around for years but keeping an eye out for the newly introduced Call-to-action buttons on social media pages. It’s all about making the consumer experience as seamless as possible, so why make them put the effort into clicking to a third-party site? ‘Shop Now,’ ‘Install Now’ and ‘Sign up’ buttons on media such as Facebook, Instagram and Pinterest will make shopping even more accessible to mobile users and give brands the opportunity to reach their target audiences even better.
4. Making it personal
The days of mass-communication are over. Consumers become increasingly aware of marketing and advertising tricks used to manipulate their choices, leading to more distrust and less attention. Flat, meaningless content is a death sentence to any marketing efforts. Personalization is crucial. It means adapting content to speak to the different segments and audiences, based on their own preferences, habits, and behavior. Generating personalized messages has never been easier due to the accessible data. Basing campaigns on personalized content will become the driver behind successes of the market.
5. Influencer marketing moves forward
2016 was a successful year in influencer marketing, for what is more effective than an advertisement in selling your brand, than an inspirational Insta-famous celeb endorsing your products and telling the world how much they love them? Social media influencers are gaining popularity and their level of power is shifting, along with their prices. Companies need to focus on their leveraging abilities. Influencers are not merely endorsers anymore, they are becoming collaborators. Take Fenty Puma by Rihanna, or Dutch graphic designer Careaux’s collaboration with the same sports brand. Leading brands are taking knowledge and expertise from the influential to create better products and consumer experience for the end user. 2017 will take influencer marketing to a whole other level, as we will see more and more idols – local as well as worldwide celebrities – showing off and creating more branded products.
6. Increasing Internet of Things
The products we use on a daily basis are quickly connecting with the internet. Your smartphone can tell you when friends are in the area, you can control your home heating from distance, your coffee machine can let you know when the milk is running low. These are all integrated processes that make your life easier, by connecting all products through one cohesive network. Having many products connected through the internet makes data collection easier, predictive analytics more accurate and thus personalized marketing more achievable. It is expected that this trend will boom in 2017, leading to intelligent automation integrated into the consumers’ daily lives.
7. AR & VR becomes more popular
As described in our review, Augmented Reality (AR) became extremely popular last year with introductions such as Pokémon Go. Virtual Reality (VR) however, was not as widely accepted, though companies had expected otherwise. Predictions are that both will become even more popular by combining AR/VR experiences. AR provides a digital overlay in the real world, which provides gaming, social networking, etc. with endless opportunities. AR will drive the widespread adoption of immersive technology. AR/VR combinations will become more standardized and move to horizons other than gaming; other industries such as design and architecture will make use of these powerful visualizing tools as well. The acceptance of the technology is however yet to be determined by its affordability.
Though we don’t own a glass ball that precisely defines the future, we are able to base our predictions on past events and trends. We are certain that in this ever-growing age of technology, that we will be amazed at the racing developments and what 2017 might have in store for us.