2017: New Digital Marketing Trends

Here we are at the last part of 2016. Christmas is coming and the new year is just behind the corner. Business people is summing up the previous year’s activities and they are wondering how this 2017 will be.

As we know, marketing in particular is the activity, the set of processes aimed to create, exchange, deliver value to customers.

However, we are surrounded by digital tools that have made easier and, of course, more participative all what concerns marketing purposes.

In this blog we are going to talk about the top 8 digital marketing trends that will define and characterize the coming year

1. Go Native or go home

First of all, Joe Pulizzi, an expert of content marketing calls Native Advertising: “The gateway Drug”.

It is impressive how this form of Digital advertising will reach $7.9 billion this year and $21 billion by 2018. This form of advertising is particularly useful because people can’t differentiate between paid advertising and what is part of the site, not disturbing them.

2.Embrace content marketing

Content marketing is different from Native, in particular it is a strategic marketing technique in order to create and distribute information to attract a target audience.

Some keys to be successful are: be consistent and always up to date, be always funny and interesting so your target audience will be better engaged.

3    3. Find your target influencer

This point is really important for Social media Marketing since influencers are seen as true leader and they can create a word-of-mouth buzz around the brand, influencing customer’s choices.

4    4. Experiment with live streaming video and visual storytelling

Since more than 1 billion people use YouTube is it such important to advertise through videos. For this reason, also Facebook in April launched Facebook Live. These tools enables to make people always more participative and it gives the possibility to create content, from virtually anywhere.

5    5.Learn how chatbots are changing our conversations

This tool is the sales associate who is always at your disposition 24/7 to give you a prompt reply.  Companies have to develop their chatbots in order to be always “close” to their customer’s needs.

6    6.Give your social content an expiration date

The base concept is simple: Look now, or lose your chance forever. This is a really exciting way to communicate and it pushes both users and companies to publish a lot, since after 24h the content will be automatically deleted.

7    7.Make personalization a priority

People are getting always more annoyed by general advertising on their personal device. Personalization it will be a perspective on the future of targeting. Companies has to target always more and to know who are they interacting with in order to give a unique and personalized offer to the potential customer.

8    8. Automate your efforts

Automation in marketing has been growing a lot in these years: 71% of companies currently use this technique. This tool uses autopilot and software platforms designed ad-hoc including solutions for e-mail marketing, digital ads, social media marketing and sms.

91% of the most successful companies agree that marketing automation has a central role in order to create success across different channels.

In conclusion what we think is that today advertising is always more digitalized and it its present in every device and social media. However, from these trends that will guide the coming year we can see how Content is always the king and it cannot be forgotten by companies. What customers want is always a more personalised form of advertising in which they can interact and participate so companies have massively to work in order to improve engagement.

Mattia Boscolo

Livia Lovari

https://www.entrepreneur.com/article/284525