Five marketing predictions for 2017

A marketing team looking at a computer screen

Five marketing predictions for 2017

As we wave the festive season goodbye, it’s now time to look to the year ahead in marketing.

Here are five of the most prominent marketing predictions for 2017.

Content marketing will become even more targeted

2016 saw the growth of content marketing into one of the most prominent mediums for business engagement and customer growth. In 2017 it will be highly important for businesses to understand the online behaviours of their customers in order to create targeted and effective content. The best type of content to drive conversions will be authentic, engaging and informative.

Video and social live streaming will take off

While Snapchat grew in popularity and Facebook introduced their feature Facebook Live in 2016, it is undeniable that 2017 will be the year of video. This year, we are likely to see a shift further away from traditional marketing methods and to a more authentic, human approach to marketing and customer interaction. Customers, now more than ever, are able to filter through what’s ‘real’ and ‘fake’ on the internet and their expectations are high.

Video and social live streaming will be a strong channel for businesses to communicate directly with their audiences in an honest and authentic way.

Mobile marketing will be at the centre of campaigns, not just an add-on

A recent study has found that young adults check their smartphones an average of five hours a day. As mobile phone use rose in 2016, so did businesses’ need to keep up with with their customers’ wants. In 2017 it is likely that we will see a continuous rise in mobile phone use, meaning that companies will need to create mobile-centric marketing strategies. It will be more important than ever to understand consumer behaviour and how consumers interact with their smartphones to create and implement effective marketing campaigns.

Snapchat ad targeting will transform advertising

From 2015 to 2016, Snapchat’s daily users jumped from 81 million to 150 million, and the figure continues the rise. In September 2016, Snapchat introduced three new ad targeting strategies, Snap Audience Match, Lookalikes and Snapchat Lifestyle Categories. The strategies, much like Facebook’s ad strategy, target users according to behavioural data. 2017 is likely to see an increase in the use of Snapchat for business, with data-centric marketing campaigns being key to marketing success.

Public relations will continue to be crucial

With information so readily available to clients and prospective clients, maintaining a good business reputation is more important than ever before. In 2017, public relations will be a strong medium for businesses who would like to maintain and strengthen their reputation in a digital landscape that is often unforgiving.

To develop your 2017 marketing strategy, get in touch with us today.

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