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Top 22 Trends in Digital Marketing for 2017

The document discusses the importance of data-driven marketing strategies, emphasizing the role of analytics, automation, and mobile optimization in enhancing customer interactions and reducing user abandonment. It highlights the growth of marketing automation, the significance of mobile advertising, and the need for companies to adopt predictive analytics for better targeting and conversion. Furthermore, it notes trends in content creation, social media strategy, SEO, and the impact of ad blocking on marketing effectiveness.

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Related topics:
Content Marketing•Data-Driven Marketing• Account-Based Marketing•Marketing Automation•
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BIG PICTURE ANALYTICS
DATA DRIVEN LIFECYCLE MARKETING OPTIMIZATION Enhance the user journey and reduce user abandonment through timely, targeted interactions. Improve interactions with customers on different devices, focusing on a multi-step, multi-channel process. Combine 1st party data with analytics
ACCOUNT BASED MARKETING Identifying and prioritizing your top-tier accounts. It becomes much easier to gain and analyze data by focusing solely on the accounts that you know want to buy from you and are a good fit for your provided offering. Becoming really targeted in the way you sell will aid in capturing predictive analytics and conversion rate optimization.
MARKETING AUTOMATION ADOPTION IS GROWING 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase 91% of the most successful users agree that marketing automation is “very important” to the overall success of their marketing across channels
MOBILE ADVERTISING AND CROSS- DEVICE OPTIMIZATION Mobile is outpacing desktop-based ad revenue. Mobile ad revenue grew by more than 66 percent, while desktop was up just 5 percent. Mobile devices account for 53% of paid- search clicks. By 2018, the global wearables market will reach $19 billion.
CUSTOMER DATA PLATFORMS AND PREDICTIVE ANALYTICS More automated grading based algorithms will emerge to address the new economics of data: processing and analyzing data at greater volumes and frequency to uncover new business insights and opportunities. Companies will be more effective at targeting their addressable market by predicting new buyers that can convert and convert well.
CONTENT
MEASURING CONTENT ROI 70% of B2B and B2C marketers plan to produce more content in 2016 than the previous year. But only 20% of marketers can measure the success of their content.
VIDEO 92% of mobile video consumers share videos with others live video is emerging as a growing trend
NICHE CONTENT WILL SUCCEED With massive volumes of content being created daily it’s getting more and more expensive and time-consuming to create content. Successful marketers will direct their focus towards narrower niches, personalized content, more targeted channels, where they’ll get lower volume but higher quality engagement.
NATIVE ADVERTISING 70% of customers would rather learn about new products and services through content than blatant advertising.
MACHINE LEARNING Machine learning will become part of optimization. Websites will continually optimize themselves for better conversions and usability.
SOCIAL
PAY TO PLAY IN SOCIAL Social feeds no longer show content in a chronological order making you nearly invisible unless you are willing to pay.
SOCIAL & DIGITAL PERSONALIZATION RULES Send the right content at the right time to the right customer
EMPLOYEE SOCIAL ADVOCACY Brands have now started turning to employees as brand ambassadors to further their brand image
SOCIAL PLATFORM CONSOLIDATION Expect more consolidation. Show logos of Facebook > WhatsApp, Instagram, Oculus Rift Twitter > Periscope. Microsoft > LinkedIn Google & Others > in talks to purchase Twitter.
SEO
SERP FEATURES ARE EVERYWHERE Snippets, Local Packs, News, Images, Reviews, Ads, Articles and more Only 3% of search results display just the 10 blue links
REVISIT YOUR PAGE TITLES & DESCRIPTIONS Google experimenting with character counts on titles and descriptions in some results. Regardless of length limit, continue to use main keywords at the beginning of titles/descriptions as a best practice to ensure KWs appear.
MOBILE SPEED A 1 second delay in load time can result in 7% reduction in conversions Use AMP to help solve speed problems Median load time for AMP pages is .7 seconds vs 22 seconds for non-AMP pages
POSSUM UPDATE Physical location is more important than ever Possum Update changed 64% of local SERPs Has a more relaxed filter for companies outside city limit.
ADVERTISING
PROGRAMMATIC MARKETING Focus is on outcome-based results by delivering the right ad, at the right time to the right person. Win more micro-moments with your named accounts. Industry experts predict programmatic s going to drive 100% of advertising trading execution by 2020.”
AD BLOCKING Ad blocking continues to rise, and its expected 15 million more Americans will implement ad blocking in 2017 and over 20% of mobile users globally.
PAID SEARCH & DISPLAY Capture the attention of potential buyers conducting searches via their mobile devices. Gain specific insights into the activities by buyers that result in positive contribution to the bottom line (i.e. clicking ad and downloading an ebook).
Sheila Kloefkorn sheila@keomarketing.com linkedin.com/sheilakloefkorn keomarketing.com/blog @keomarketing linkedin.com/company/keo-marketing facebook.com/keomarketing gplus.to/keomarketing