The marketing industry is continuously developing and innovating to find new and exciting ways to captivate audiences and deliver results for clients. During 2016, we saw the rise of video marketing, the explosion of virtual reality technology, the primacy of mobile usage and the increasing complexity of consumer purchase behaviour, especially by the Millennial generation.
As an integrated marketing agency, it’s a continuous job to not only stay abreast of the latest trends but to also anticipate changes. So in this blog, Zool investigate which digital marketing trends will hit the market in 2017, to reveal what’s hot and what’s not and keep you ahead of the game.
Content is an intrinsic part of all marketing campaigns. However, progressively we are seeing businesses investing resources in the creation of more strategic and personalised content. As technology advances and globalisation ensues, competition is growing and market leaders must innovate to try and capture the attention of audiences with growing expectations.
Now the market requires more personal and relevant content to directly connect with consumers and encourage positive customer action. For example, the ubiquity of mobile has facilitated the rise of apps which can bring brands alive using interactive and responsive content to deliver what consumers expect and desire. To resonate with consumers in a world that is more competitive than ever, marketers must utilise data insights and culturally-relevant content to produce content that directly targets audiences.
The Immersive Experience
2016 saw virtual and augmented reality come to the mass market, as Pokemon Go exploded onto the scene. Both Facebook and YouTube have introduced 360-degree to their platforms, and these kind of immersive experiences are continuously growing in popularity. Virtual reality (VR) and augmented reality (AR) transport audiences into an imagined scenario and we expect to see marketers exploit this new technology to interact with viewers and make them feel like they are part of something special.
There is no doubt that video marketing came to the forefront of the industry during 2016, and as a continuation of this, we predict that live video will take off this year. In an age that demands of-the-moment content, live video is well placed to deliver what consumers desire, as it allows viewers to have an exclusive and real-time insight into a view or event that they may not have had access to previously.
A notable example was Buzzfeed’s live stream video where employees tried to explode a watermelon using thousands of rubber bands – the video received more views than President Obama’s inaugural speech! With rapid Internet speeds and the primacy of mobile devices, live streaming is fast becoming the technology-of-the-moment. Next year, brands will increasingly utilise live video streaming as a way of instantly captivating global audiences with unmissable and real-time content.
Nowadays, the supremacy of mobile phones and tablets is undeniable. This is exemplified in Google’s recent Mobile First Index update, which will rank websites primarily using its mobile index, meaning that responsive website design is now a necessity. This alone should be enough to encourage all brands to investigate in their mobile marketing strategy and make mobile search and mobile optimisation a top priority.
So, there you have it – our digital marketing predictions for 2017 collated using our industry knowledge and insight, but ultimately we will have to wait and see what 2017 brings!
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