Marketing in 2016 was a lot different from marketing in 2015. Every year it takes a considerable jump forward as new trends emerge. This also means that businesses have to update their strategies to accommodate the changes. With that being said, here’s what you can count on in 2017.
Marketing Trends in 2017: More activity on Facebook and Google
A very bold prediction, we know. But the reason why there will be more activity on Facebook and Google might surprise you.
Other platforms aren’t performing as well as the two giants. Businesses are therefore directing their attention to the two sites that bring the best results. According to this Mashable article, this trend will continue for the foreseeable future:
“According to the IAB, the digital advertising industry continues to grow nicely. But if you peel back the onion, you’ll see that it’s actually Facebook and Google that is commanding the lion’s share of the growth. In fact, outside of those two platforms, the rest of the industry is shrinking in Q2. This duopoly is scary, and potentially unhealthy. But I think it will continue next year and don’t see how or when this trend will change.”
If this is the case, then the rest of the industry will continue shrinking. This is one of the most exciting developments concerning online marketing because of the implications it has.
Marketing Trends in 2017: Brands using AR and VR
There have been surprisingly few Pokemon Go copycats, but that’s just because brands are still thinking their strategies through. Make no mistake about it, AR, as well as VR, will be major hits in 2017.
The question is how businesses will integrate them into their marketing campaigns. This Forbes article states that we’ll likely see the results soon:
“One of 2016’s biggest highlights was watching a screen-afflicted population carry their mobile devices out into the world to catch, yes, Pokemon. The biggest takeaway from this phenomenon was augmented reality’s ability to drive real business results. This has become a seriously viable option for marketers looking to bring the online into the real world.”
AR opportunities will be similar to Pokemon Go. VR is a bit less certain since brands are still waiting to unleash their campaigns. Expect to see a few websites that support VR goggles.
Marketing Trends in 2017: Better content
About a year or two ago, we saw a significant shift from quantity to quality regarding content marketing campaigns. Businesses have learned that ten superficial blogs are not as useful as one well thought-out article.
You can expect more of the same in 2017. According to this Small Business Trends article, businesses will raise the bar even higher regarding content quality:
“Now, audiences are starting to take notice that there is a difference between valuable blog content and not so important writing. If your content isn’t informative and exciting to read, people aren’t going to stick around. 2017 is poised to be the year that brands invest in bringing their digital writing to the next level, which may mean hiring an “industry expert” to create higher caliber blogs.”
This doesn’t necessarily mean longer articles and videos because users are also demanding more digestible content. Instead, businesses will try to add as much value as possible while still sticking to short-form content. This, of course, is one of the greatest challenges of content creation, but it’s the direction businesses are headed in.
This year will bring new changes to online marketing and its different practices. You can expect to see more activity on Facebook and Google, AR and VR integration, and better content from businesses. To talk more about marketing predictions, or anything else, contact us today.