2017 will be an exciting year, especially in the digital marketing industry. And with the start of a new year, it’s time to start thinking about marketing initiatives that will help stand out against the competition. According to eMarketer, digital spending will surpass that of TV in 2017. And nearly $19 billion dollars will go toward social networks specifically. This increase in budget will most likely go towards these five digital marketing trends that will lead the way over the next 12 months:
Virtual & Augmented Reality
In 2016, Facebook and YouTube introduced 360-degree video, and some brands have already begun experimenting with the format for an interesting and innovative experience to showcase products and services.
Caspar Thykier, CEO and co-founder of Zappar, says: “Over the next year, we’re certainly going to see the technology embraced by more retailers and within sectors as diverse as consumer products, packaging, healthcare, architecture and events, alongside media and entertainment.”
Here are some great examples of VR campaigns that aired in 2016:
Influencers have always been a leading element in marketing. However, they’re quickly becoming one of the most effective ways to reach customers and clients, especially on social media outlets like Snapchat and YouTube.
These influencers can create word-of-mouth buzz through their existing networks of consumers who already follow and admire them. When influencers are used effectively, they create natural ways to convince a target audience to take action.
In 2016, the Las Vegas Convention and Visitors Authority launched their Snapchat channel and hired DJ Khaled, hailed “The King of Snapchat,” to show his 6 million followers all his favorite, exciting spots in the city.
Live Video Streaming
Social media users are demanding more live content, giving them unprecedented access to events they’d previously been unable to view. A fast Internet connection and the constant use of mobile devices has made live video take off. It has been on an upward streak for the last few years, but 2017 will be the year when it is utilized by more and more brands.
This year’s Vice Presidential Debate was available for live streaming on many platforms including YouTube, Facebook, Twitter, CBS, ABC, NBC and more.
Advanced Data Measurement Tools
Market research firm Ovum estimates the big data market will increase from $1.7 billion in 2016 to $9.4 billion by 2020. This increase in spending can be explained by the need for quantitative information to tell organization’s who’s buying what, when, why, and what messaging is most effective for them.
These new data measurement tools allow marketers to know a lot more about their customers without them having to provide the information. Analytics technology will make it possible to adapt marketing offers and messages based on data from hundreds of possible sources.
Native advertising is on an upward swing, especially since consumers are starting to ignore most forms of conventional advertising. Incorporating native advertising into the marketing mix is a sneakier, yet effective way to get those consumers’ attentions. According to Native Ads Academy, by 2021, native ads are expected to drive 74% of all ad revenue. Social networking sites like Facebook, Twitter and Instagram are a major contributor to this format. Facebook recently announced that 83% of the ads running on its Audience Network are also native.
The 30-day challenge by Puma and Refinery 29 is a great example of how to create value-adding content, while integrating commerce.