One of the fun (and sometimes the more frustrating) parts about the marketing industry is how quickly trends turn over. With the advancement of digital communication, there is always something to be learned about and adjusted with your marketing campaign. With the beginning of the new year, let’s take a look at some of the latest digital marketing trends 2017 will have to offer.
While written content remains a vital part of a healthy marketing campaign, interactive content seems to be climbing the charts in popularity. Examples of interactive content can range from online quizzes, infographics with personalized results, or interactive maps as the user toggles the mouse. While some of these projects may sound a bit overwhelming to create, there are plenty of programs available now with drag and drop type functions for creation. Programs like Ceros or SnapApp can assist you and your marketing team in creating engaging content for your online visitors.
Using celebrities and professional athletes to endorse a product or service is nothing new in the marketing industry, however, with the rise of social media as a form of communication, many people are now utilizing social media as a platform to share in their expertise. Those that stand out from the rest in what would be considered expert-level knowledge will have a high number of followers of their social profiles and would be considered “influencers”. Because of the interest that these self-made social celebrities create online, some companies are now sending their related products to them to be reviewed or even create partnership with by making them social ambassadors for their products.
Take makeup artist Jaclyn Hill for example. She has grown quite a following of nearly 4 million followers on Instagram. Makeup and beauty companies now send her new products to review and promote online for her followers to see.
Live Stream Video
With the social media updates of Facebook Live and Instagram Live, live video streaming is now becoming increasingly popular as a means of promotion and the online community in general. Live product reviews and live broadcast of events will only become more prevalent this year.
Let’s face it, people are wising up and clicking less and less on paid display advertisements online. There is even a term now called “banner blindness” that refers to the habitual reaction of the average online reader who avoids looking at any banner advertisement online. People (your target audience) now naturally avoids looking at your display ads. This is why the solution to this marketing tactic has been to disguise or dress the ad as actual content that the viewer is engaging with. Native advertising occurs when the ad resembles non-sponsored content that follows the same form and function of the user experience in which it is placed. Consider advertisements disguised as Instagram posts while the user scrolls through their Instagram feed.
Any company with a larger sized contact list of prospects and customers will want to consider investing in a marketing automation platform in 2017. Not only do marketing automation systems have excellent email marketing capabilities, but they have the ability to track contact’s behavior on your website and through the email correspondence. Track what pages have been viewed online and for how long, see what links were clicked from the email or advertisements, segment your contacts into lists for comparing data and streamlining communication. There are a lot of great marketing automation software options to consider like Hubspot, Salesforce’s Pardot, and Sharpspring. All platforms will have their different strengths and weaknesses, so be sure to do your research for what your team needs to find the best fit.
Mission Marketing (B-Corp)
One particularly popular method of business that is increasing is mission or purpose driven marketing. This method taken on by B-corporations that partner with charities and nonprofits or are large enough to have their own charitable program creates a very positive brand for companies. More consumers are choosing B-corporations when making their buying decisions, knowing that their purchase will go towards a good cause. Two successful companies that hold this model are TOMS shoes and Warby Parker. Both using the buy a pair/supply a pair to someone in need model of business.
Social Media Purchasing
Although it’s is geared toward retail companies, social media purchasing has increased sales for e-commerce sites in 2016. Not only do social media sites hold excellent marketing capabilities for advertisement of retail, they now have the option to purchase the item from the social site it is featured on. With “buy” buttons on both Facebook and Pinterest, the ability for browsers to purchase an item they want right from the social display, fast-tracking the shopping experience.
You know what they say, “new year, marketing strategy”. Yeah?