It’s that time again—the start of a new year, where we make promises to eat healthier, save more money, and get together with family more often. While you’re hitting the gym and giving grandma a call, your business is also making some of its own resolutions.
2016 was a whirlwind of marketing trends. We saw the birth of live video, said goodbye to popular video app Vine (RIP), and resurrected the Pokémon trainer within us all. The use of inbound marketing, video and social media also became increasingly important.
2017 is looking to be another year of transformation for the marketing world. As a business owner, you need to make sure your business adapts its goals to new trends and sticks to its resolutions. To get a head start on your marketing strategy, check out these five upcoming marketing trends for 2017.
1. Video and More Video
Since the rise of YouTube in 2005, companies have increasingly used video to reach consumers. In 2016, this trend continued. Video captures consumers’ attention and keeps it longer than plain text or simple graphic images.
Facebook’s introduction of live video streaming created a ripple in the way marketers and consumers interact on social media. In response, several social media platforms, including Instagram, began introducing live video streaming abilities. While it wasn’t perfected in 2016, live streaming events, such as Twitter’s streaming of NFL’s Thursday Night Football showed promise. Be on the lookout for faster video loading times and an increase in live streaming to market events.
2. Lessening Value of Organic Reach
They say money talks, and over the past few years, paid promotion has had a lot to say. 2016 saw the continued decrease of organic reach. 2017 looks to continue this marketing trend. This is a result of social media algorithms, such as Instagram, Facebook, and Twitter that determine what consumers see on their news feeds. In 2017, try to focus on strong content creation that appeals to your consumers, rather than dishing out the cash for only paid promotion.
3. Increased Importance of Influencers
Alongside the rise of social media came social media stars. In 2016, they were extremely important to marketers. These individuals, whether celebrities or people that have extensive followings on social media, help promote items through social media posts, rather than the normal celebrity endorsement tactics.
In 2017, expect to see brands discovering new social media leaders and using them as a large part of their marketing strategy. Smaller brands may also invest in micro-influencers, who appeal to consumers in a more relatable way than celebrities.
4. Reliance on Native Advertising
With the rise of consumer-oriented marketing and consumer power, ad blocking is increasing. Consumers are expressing their growing distaste of flashy, in-your-face advertising. As a response, expect 2017 to be the year of native advertising.
Native advertising blends in to the background of online media and reach consumers in a less obtrusive way. It’s important to remember that native advertising and content marketing are two different techniques. Content marketing is your creation and distribution of marketing materials. Native advertising is a form of paid promotion for your business.
5. Mobile Before Everything Else
In the digital era, consumers have grown to access the online world via mobile devices. Be on the look out for an increase in mobile apps and swifter mobile web browsing in 2017 as a result. As more countries are gaining access to the web, the use of mobile devices is also increasing.
Google’s announcement of Accelerated Mobile Pages (AMP) and mobile-first index for faster mobile web use means your business must focus on becoming mobile-friendly in all aspects. Watch out for changes in website design and SEO tactics to become more mobilized.
Each new year also means a search for the “it” mobile app. In 2016, augmented reality (AR) boomed with the release of Niantic’s Pokémon Go app. Expect an increase in AR mobile apps that get consumers involved and interacting with brands.
As 2016 winds down, take time to look back on your business’s tactics. Find what strategies worked and use those to adapt into the upcoming marketing trends for 2017. It’s never too early to get a jump start on your New Year’s resolutions. Start planning out your marketing strategy and hit the gym so both you and your business can have a successful 2017!