Digital Marketing Trends For 2017

1. New Products for Customer Ease

Brands are going to try even harder to meet our needs in the upcoming year. We’ve already seen something very similar to this when Amazon came out with Amazon Go, a shopping tool that preys on our hatred of checkout lines and busy grocery stores. With hectic modern lifestyles, it won’t be a big surprise if other brands follow this type of care, trying to make things even faster and easier for the consumer.

2. A.I. Innovation

There are new and developing opportunities for artificial intelligence. In the years since the digital boom, the way we approach technology, business, relationships, and even our daily lives have changed drastically. In just a decade, we all have become creators, editors, and content writers, which means there’s also an explosion of data; we’re all trying to gather the pieces, but there are just too much. That’s where AI can help. With its usefull digital processors, we can be at ease knowing we’re far beyond our storytelling predecessors.

Gartner predicts that by 2020, 85% of customer interactions will be managed without a human.

3. “Instant” Speed to be the New Normal

Instant is not fast enough; it is expected. The Wi-Fi connection at home can lead to a slight lag in internet speed with frustrates customers. A PowerPoint presentation could or could not have been presented to our parents using viability of Google Fiber. Platforms such as Periscope and Facebook Live have tried to capitalize this opportunity by providing a real-time experience to share with others.

Some examples of Real-Time Applications (RTA) are videoconference applications, VoIP (voice over Internet Protocol), online gaming, Community storage solutions, many e-commerce transactions, communication and online chatting/instant messaging.

4. Niche Curation

If we are more likely to have confidence in people who collect info that match with our interests and lifestyles, consumers will further admire the ability to filter recommendations. Curating online options for customers can be a useful tool for companies and marketers. This can help from picking out shoes or news articles of interest.

Curata has found that curating isn’t an upcoming or cutting-edge practice any longer, it’s become the norm. Only 5% of the marketers worldwide asked in their annual report never share other organization’s content, while nearly ⅓ share blogs, industry publications, or other resources on a regular basis.

5. Mobile Devices Shopping

2014 marked the global trend of mobile use greater than desktop use. This is going to push companies to tailor websites, updates, and accessibility with phones and apps in mind.

So, picture this: your phone knows that Taco Tuesday is coming, and then it sends you a notification with information on the local specials of a local Mexican restaurant you’ve never eaten at before. To make it even better, add in Yelp reviews and coupons. These tactics can help sway consumers even when they are not at their computer or television.

6. Social Influencers Diversify, Specialize and Grow Exponentially

While brands continue trying to grow and keep a loyal following, bloggers have already “been there, done that.” From curating content about fashion, food, home decor and other niche passions, bloggers have been gathering fans who not only support but also boost their credibility when it comes to authentic content. As digital noise continues to intensify and marketers work to navigate the digital-thicket, there’s only one person right to guide them: an influencer.

7. The Influencer VS Marketing

With some sites pulling stunts such as posting fake reviews or offering discounts for positive reviews, established influencers/bloggers are probably the most trusted form of peer review out there. With marketing, we’ve become somewhat weary, causing us to be skeptical of most efforts; but, if someone we feel like we can trust says we should buy a product, we’re much more likely to shed our ad-resistant outer layer and make a purchase. It’s not a new concept for brands to compensate influencers to cumulate their existing audience.

8. Consumer Resentment of Intrusive Marketing Deepens

Because of pop-ups universal unpopularity, the days of in-your-face digital advertising are almost over. People don’t want to be annoyed, especially with intrusive marketing. We’ve seen one alternative present itself recently: sponsored content. But even that can be somewhat bothering and cause more resentment from consumers.

Do you remember when DJ Khaled became important again by way of Snapchat? It worked shortly, and whether or not his repetitive personality was to blame for his downfall, the key to his success was being able to successfully market different products to the viewers. Younger generations want their advertisements to be fast, interesting, and most of all, non-intrusive. Once marketers have a way to effectively meet those needs, there will be a revolution in marketing.

9. Mobile Devices Usage Tightens

We mentioned this earlier, but our phones are our lifelines. Teachers can no longer ask students about the one item they would take on a deserted island because every ones answer would be their phone (except for the genius child that says “a boat”).

It is almost difficult to see how we can become more fixed to our devices. Maybe it’s not about how we will use our phones more, but how we will use them more efficiently. Despite some recent efforts supporting us to isolate ourselves from technology (*cough, Nike*), smartphones will undoubtedly weave themselves deeper into our everyday activities in the future. So, if brands are smart, they’ll find a way to assimilate themselves into our phone-centered lifestyles seamlessly.

10. Out with words, in with images and video

As messaging technology replaced voice calls, it also replaced our capacity to properly convey emotion, proving especially hard to decipher between someone being serious or sarcastic. However, images, emojis, gifs, and videos help solve this problem. There are apps out there that function as search engines for image-related emotions. An example of this is imessage’s gif and snapchat’s emoji/sticker search.