Digital marketing has come a long way already.
But with new technology becoming more available, it’s predicted to alter its focus in 2017.
There are already hundreds of predictions posts online, so I’ve distilled them down into the top 5 common themes.
And if you’d like me to write posts like this for your business, then drop me a line!
With new technology becoming more accessible, digital marketing is predicted to change its focus in 2017. How can you get onto the trends and improve yours?
1) Virtual and augmented reality aren’t going away
You can’t fail to have noticed Pokemon Go in 2016. Even back in August, it still had 21 million daily active users. Nearly $3millon was spent every day on in-app purchases.
Augmented reality relies on the blurring of the line between reality and the digital space. Fortune.com predicts that gallery visitors will expect to see information about the artworks displayed alongside them. Shoppers may even be able to virtually ‘try on’ clothes instead of the old-fashioned method of using a changing room.
Virtual reality differs in its use of an entirely digital space. Yet marketers have already grasped its potential. In May 2016, Amnesty International began showing a VR film about a Syrian refugee to British people in the street. Sign ups for direct debit donations increased by 16%.
Immersing potential customers or clients in a virtual world stimulates better engagement and interaction. And with the industry predicted to be worth $120 billion by 2020, companies are only going to keep investing in the technology.
So how can you apply this to your own content marketing?
It’ll be pretty difficult, considering the cost of developing virtual and augmented reality spaces.
But you can stay true to the basic theme – immersive experiences. You can’t fail to have noticed the sudden boom in posts and courses about the power of storytelling. Well now’s your chance to perfect it.
Tell stories that bring your readers or clients inside your world. Let them experience your solutions. Show them your expertise. And help them.
If anything, today’s election result proves that people need to be a little kinder to one another.
2) Mobile devices will continue to be popular
The popularity of Facebook 360 and its reliance on a smartphone gyroscope indicates the potential of mobile technology. And now Google have announced the release of their Pixel smartphone – which has crossover with their Daydream VR headset.
Make no mistake, mobile devices are still your main source of traffic. 70% of internet use now comes via a mobile device. Back in 2014, Google prioritised websites in their search results that were mobile friendly.
Now, having a website that is mobile responsive is the cost of entry. Especially since Google announced that in future, the mobile index would actually be more up-to-date than their desktop index.
So how can you apply this to your own content marketing?
Banish popups! From January, Google will be penalising websites that feature “intrusive interstitials”.
So if users have to click past a welcome mat, or some kind of popup that appears the moment they land on your page, Google will knock you down the rankings.
You simply cannot expect visitors to click through a popup before they can even access your content.
You can still use them on desktop websites, but they’re a total no-no on mobile devices.
3) Video is absolutely the way to go
The rise of video marketing parallels the wider availability of public wi-fi, and the higher amounts of data offered in mobile contracts. And video helps you to create much better connections with other people.
Think about it. Your potential clients and customers can see and hear you. They can tune in to your body language. Tone of voice goes a long way to forming a good impression.
And video isn’t restricted to pre-recorded content any more. Live streaming will bring your message to people in the here-and-now.
So how can you apply this to your own content marketing?
Take the time to get comfortable using video. Get used to being on camera. People seem to have forgotten that marketing is essentially about forming connections with people. Not leads, not clients, not sales. People.
Video offers an amazing way to connect with people.
Plan out what you’d like to share, but be open to live videos to respond to things as and when they happen. Live stream events and bring people inside your world.
The immediacy will create connections that blog posts just can’t.
4) Focus on better content, not more
Commentators have been discussing the sheer volume of information online for some time now. Back in 2014, Mark Schaefer coined the term “content shock”.
Not only that, but continual changes to social media algorithms make it more difficult for your content to be seen in the first place. In February this year, Twitter brought in the option for users to see the ‘best’ tweets first, instead of in chronological order. Instagram brought in a similar change in May.
Earlier this year, Pinterest altered its algorithm so content related to topics you’d previously pinned was displayed more prominently than pins created in real time.
And Facebook changes its algorithm as often as the weather.
Rather than pumping out more and more content in the hope it sticks, companies will focus on spending more time creating specific pieces. It’ll more important to track the effectiveness of those pieces.
So how can you apply this to your own content marketing?
Focus on creating excellent content! Is it valuable? Then post it. (Note: even if something is just entertaining, that’s still valuable) Is it just for link-building? Maybe give it a miss.
Learn how the different platforms work. There’s no point throwing lots of content onto Instagram without realising how people will (or won’t) find it.
And remember that a lot of other people are also trying to do the same thing. According to Content Marketing Institute, 88% of B2B marketers rely on content marketing. But only 48% have a documented strategy.
So make sure you know what your strategy is and you’re instantly off to a winner.
5) Don’t underestimate the Internet of Things
‘Omnichannel marketing’ means that no matter the time, place or device, the user experience is the same.
But the Internet of Things means we’ll also see everyday devices being connected to the web. Brands will be able to understand actual moments from their consumers’ day through the data transmitted by the devices.
Think smart kettles. Smart meters.
Intel even predicted there could be 200 billion of these devices by 2010. That’s an awful lot of data about user habits being sent back to the brand hub.
Scary, too.
So how can you apply this to your own content marketing?
You can’t really do a great deal at the moment. Until the data becomes accessible, it’s meaningless for those outside the brands using the technology.
But what you can take away from it is a need to have a seamless experience. Whether a user lands on your Facebook page, blog, Twitter feed or website, they should know that you’re behind it. Consistency will absolutely be king.
Over to you! What digital marketing trends are you interested in for 2017?
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If you’d like me to write posts like this for your business, then drop me a line and we can have a chat!
