20 essential news about Digital Marketing for 2017 that every marketer should know

February 2, 2017 Back to blog

Knowing the latest trends in digital marketing will certainly help us establish actions or strategies applied to our business, which will give us greater visibility on the Internet. This will allow us to be able to capture more leads, customers, and ultimately get more sales.

2017 is already here, and with the new year there has already arrived important news in digital marketing. As a general trend, personalization will be an important priority in all fields of marketing. It is proven that users are increasingly resisting massive advertising. That is why they require increasingly intelligent tools that give the customer personalized content, in time and place. The information provided by the use of Big Data will enable businesses to target their clients in a very specific way, through micro segmentation, that is, to effectively communicate and personalize messages. Now more than ever we will have to show our messages to the users in those moments of their way towards the purchase of your product or service. This is what we call micro-moments (each of the opportunities that we have with our possible future client in real time). For this, it requires a deep analysis and understanding of who your client is, what he needs and how he moves.

my start 2017

Content marketing will continue to be critical for advertisers, who will continue to show great interest in reaching out to users through content of interest. In addition, more and more companies will count on the presence of an influencer, this trend being one of the many opportunities that brings us in 2017 to open new paths towards the consumer. In addition, there will be an opportunity to deepen artificial intelligence, as well as assist in the heyday of robots. And is that, although it seems strange, perhaps we are still not aware of what levels we are using artificial intelligence.

 

News in social media

 

If there is something that will certainly arrive in the new year is the consolidation of social networks. These are key to connecting with consumers. During the past years, we have attended the purchase of WhatsApp and Instagram by Facebook in addition the acquisition of Periscope hand in hand with Twitter. In addition, Microsoft acquired the LinkedIn network.

Here are some of the new features that will bloom in the social networks in the coming year, which will help us to understand what happens in them and what are the elements that change the rules of the game:

1. Live streaming videos: Performing live events has become a new way of relating to the public. Currently platforms like Periscope or Facebook Live attract more and more users. These types of tools are used by brands to build trust and promote credibility from genuine content. From now on, these live videos will be monetized. Major social and digital video platforms, as well as television networks and publishers, will file their claim, leaving marketers with a wide range of options to consider.

2. Chatbots: The new chat tools are changing our conversations. And not only that, in 2017 (where we aim to offer better customer service and a level of quality in the growing interaction), the chatbots will impact the strategy of brands in social networks. This technology that enables us to automate tasks and assist in data collection is becoming a key way to improve the consumer experience.

3. Expiring content like as of Snapchat: In the midst of the large amount of online noise, the challenge is to draw attention without entering a war of saturation of information and cost for the company. From the success of Snapchat and its ephemeral contents, other platforms like Instagram are trying to compete within this current.

4. Automation: Digital automation tools are now more than ever essential to working targeted marketing. These tools are becoming more comprehensive, intuitive and easy to use. Automation software is already a “must” for marketers. And it is on all platforms, also on social networks. Thanks to automation software, social media marketing gains in intelligence, intuitive ability to reach the user and also in cost reduction.

5. The budget for social media will continue to grow: If in 2015, the sellers spent $ 9.74 billion. In 2017 they will spend $ 13.51 billion. By 2019, they will spend $ 17.34 billion – almost twice the budget in 2015. This means two things:

– Social media marketing is working.

– Sellers will have to be more creative than ever, as new entrants will jump and the saturation point of advertising material will increase.

6. Social networks and television: During the last five years, we have been told that television is about to enter a period of sharp decline and that digital video will replace it. Nothing further from reality: the first screen is tougher than we thought. Instead of waiting for television audience figures to decline and adjust to their bleak predictions, the new challenge is for television and social networks to become more and more involved, overcoming the current experiments between them. It is already a fact that consumers are watching television with the mobile phone in their hands. That is why now more than ever brands can benefit from the power of integrating all potential media in your marketing strategy. More information here.

7. Social Commerce: More and more social networks are being able to easily buy and do business from them. According to a Statista study, millennials spend 93% of their time on social networks. Which makes it logical to think that many of the sales of today and tomorrow will pass through social networks.

8. Generation X will once again be the centre of attention in social networks: Members of this generation (from 30 to 55 years old) will once again be in the spotlight. These are committed users (for example, we know that Generation X women are highly committed users when it comes to beauty products). This generation of consumers is seen as an important influence group, related between different generations and being responsible for making important decisions.

9. Customer loyalty goes through a social informal storytelling: This way of doing informal and direct storytelling is increasingly a norm for social networks like Snapchat, Instagram or Facebook. This will require brands to rethink existing guidelines.

nuevo año

Perhaps among all these innovations, the most unexpected trends are to look for simplicity, simplicity and calm as a reaction to the stress of the digital world. According to Nicole Teeters at Adweek, there are more and more users who turn to YouTube videos for content of tranquillity and relaxation. With this in mind, brands could seek to distinguish themselves by offering fewer experiences but of higher quality, avoiding to increase the disorder and the noise in the social realm. This will make them more effective in reaching the consumer.

 

Advertising trends

 

Advertising is poised to experience a boom in the new year. This is due, among other things, to the fact that it will become more and more difficult to obtain the organic scope. Too little space with too much content to show, will make it necessary to use advertising in order to become indispensable. However, as we will see below, more and more often, we will see ads only that really interests us.

10. Boom of influencers: These individuals are the new personalities of 2.0. And while there are still no clear guidelines on how to measure the success of these practices, brands should definitely be thinking of building alliances between the new celebrities of YouTube or Instagram and the products they offer.

11. Emotions will continue to have a significant bearing on what brands do and mean. It is that “emotional” content that usually becomes viral. That is why we must let the imagination fly to offer users nice and pleasant sensations, which are after all more popular and this year will be more recurring in the profiles of brands.

12. Multi-device advertising: Advertising comes to us through all devices and will continue to do so on any screen we have at hand, whether PC, tablet, mobile etc… And not any advertising, but highly focused on our tastes or what we have been watching previously. More and more, we will see ads only of what really interests us. The rise of Smart TV also opens the way for the television we see or the music we hear at home or on the mobile also include such ads. Platforms like Google are expected to go deeper into targeting or extreme segmentation.

13. Programmatic advertising: It not only offers advantages when buying, but gives us some quality in the messages in order to be able to offer the right messages to the right person at the right time. Programmatic advertising will gradually replace what we now call retargeting. This will make digital advertising, in addition to cheaper, also be more relevant and more interesting (something especially the younger generation complains about today).

As we have just seen, individualized advertising is gaining more ground in the marketer world. But what about classic advertising? In the medium term, classic television will continue to play a central role, but even more in combination with online video- and social media formats.

 

What awaits us in the Mobile sector

 

Like what happened last year, everything in 2017 will be mobile. Consumers are increasingly using their mobile devices to access virtually everything. This will completely change how they will behave in the social universe and how brands will act in these spaces.

And while mobile marketing and customer loyalty are not new ideas or tactics, the strategy behind them has been dramatically evolving in recent years, and that drive will continue throughout 2017.

14. Mobile advertising will continue on its way to make its way to the top of the advertising world: According to Marketing Directo data, between 2017 and 2019 mobile advertising will increase at extremely important levels. With a market share of 26.7%, in 2019 mobile advertising will hit the heels of television advertising (32.7%) and will leave levels significantly lower than online advertising on desktop devices (14.7%), To advertising in newspapers (8.5%) and to outdoor advertising (6.4%).

Mobile marketing opens up a whole new world of possibilities especially when it comes to real-time needs for salespeople. It helps brands to collect predictive data, to detect patterns within massive databases and, therefore, to generate predictive responses for personalized marketing automation.

 

New in Ecommerce

 

To keep up to date in a world as competitive as eCommerce, companies must invest the time and resources in using state-of-the-art techniques for data collection. Also, multi-device purchases, omnicanality or a real reconversion of physical trade, will begin to be the order of the day from the hands of giants like Amazon.

15. Multi-device purchase: To date, few users are limited to a single device when purchasing products. According to Google, almost 85% of consumers start to buy through one medium and end up in another, going through at least three devices or platforms before making the final decision.

16. Artificial intelligence and big data: Like all emerging technologies, at first it is only within the reach of the big ones, but little by little it will become generalized in eCommerce. It is the introduction of artificial intelligence in the process of large amount of data, oriented to know and have a better consumer profile and preferences. Google opened up the way and Amazon continues it, both in its search engine and in its new AmazonGo supermarket, where they have announced that the store will learn the tastes and customs of its customers.

17. Omnichannel and physical and online store integration: Amazon has chosen Seattle as the test bed for AmazonGo and its new concept of a boxless supermarket. This is a real reconversion of the physical trade: Through the mobile, you can take what you want and this will be automatically charged to our Amazon account. This is a start for the removal of barriers between online and offline. If you have a small business and want to be competitive in eCommerce without lower prices, the answer is served: make your store smart, which will allow you to reduce your costs and match prices online and offline without your margin.

marketing 2017 

 

Latest trends in email marketing

 

During these years, email marketing has grown in importance and will continue to do so. Here are some trends that will help us maintain and retain our customers.

18. Email marketing personalized according to the client: If normally, what is usually invested is in fundraising, this type of strategy on the contrary is based on investing in clients. This will lead us to increase the purchase value and, more importantly, to retain the consumer. To do this, it would be interesting to divide customers into segments, such as new customers, loyal customers and non-active customers. And for each segment, we have to define a different content plan that will help us grow the business and improve the conversion ratios on the current customers. Each client must have their own unique experience with individualized incentives.

19. Context-based content customization in email marketing: Supposes a variant of the previous one; One more step when incorporating certain intelligent personalization systems into email marketing. In order to personalize the user’s experience with the email sent to him, a series of sophisticated algorithms are applied that allow the email to be, besides a conversion channel, a top of the funnel channel, which in turn allows the user to discover products that are certainly of interest to them. This context can be given in the physical place, the time relative to the advent of an event or meteorology, among others. More information here.

20. Automation of conversations with the user. In the coming months, we will see from the departments of CRM and eCommerce will be asked to email marketing teams to implement automations in the most critical touch points of the customer journey. These critical points will be defined according to the model of the user’s lifecycle: capture, loyalty, conversion and recovery.

2017

Following the implementation of any of the trends mentioned above, it is essential to measure the success of the campaign (which is not new, but has been a fundamental condition for any marketing strategy over the years). Companies need to have a unique view of all the actions both online and offline that are being taken to case at that time through the multiple channels. Only then will it be possible to create unique operating profiles for each client.

 

If you realize that there is an important new digital marketing trend for 2017, please let us know! We will be happy to include it.

 

 

 

 

 

 

 

References:

www.adweek.com/socialtimes/nicole-teeters-wire-stone-guest-post-10-social-media-trends-2017/648502http://www.inc.com/cheryl-snapp-conner/think-your-social-medias-ready-for-2017-read-this-first.html

www.juanmerodio.com/2017/3-tendencias-marketing-digital-2017/?utm_content=buffer61e71&utm_medium=social&utm_source=twitter.com&utm_campaign=bufferhttp://marketing4ecommerce.net/tendencias-en-ecommerce-para-2017/

www.puromarketing.com/76/27876/commerce-tendencias-para.html

www.jeffbullas.com/2016/09/19/0-top-social-media-marketing-trends-to-look-out-for-in-2017/

Social networks are crucial to knowing where our brand is going and how it will connect with audiences. Major social networks will continue to include new features on their platforms. Following, all the news that will mark the decisions of the brands in social networks this 2017.

[INFOGRAPHIC] Social networks 2017: Everything a brand needs to know in order to obtain an efficient marketing strategy
Read More

Knowing the latest trends in digital marketing will certainly help us establish actions or strategies applied to our business, which will give us greater visibility on the Internet. This will allow us to be able to capture more leads, customers, and ultimately get more sales. 2017 is already here, and with the new year there […]

20 essential news about Digital Marketing for 2017 that every marketer should know
Read More

There exists a phenomenon in the way our brain functions that helps us improve our strategy, like building and reinforcing our audience. Following are a few of them.

[INFOGRAPHIC] Basic psychological concepts to better improve our marketing strategy
Read More

Despite new technological innovations, television continues to maintain its position.  

[INFOGRAPHIC] Television: The medium with the highest return on investment
Read More
[INFOGRAPHIC] The Christmas consumers: How is our behaviour during this peak season towards the brands?
Read More

Christmas is arriving earlier and earlier each year. And while the days on the calendar tell us one thing, advertising puts a lot into it so that up to two months before we are already thinking about gifts, ornaments, last minute purchases and returning home for Christmas. We can say that ads are an inherent […]

The Perfect Recipe for Christmas Ads: Special Top Ten Christmas Commercials of 2016
Read More

E-commerce is the buying and selling of products or services via electronic media such as the Internet. This allows us to be able to collect a series of e-commerce data concerning sectors, gender and meteorology. The latter affects (and much) to purchase decisions online users as to the operations of the companies.

[INFOGRAPHIC] What e-commerce data affects to purchase decisions?
Read More

The marketing campaigns for holidays such as Halloween or Christmas, as well as for events such as Black Friday or Cyber Monday are happening earlier and earlier every year. In cities like London, during the month of August we can begin to buy Christmas products in the main shopping centres.   Black Friday and Cyber […]

Black Friday and Cyber ​​Monday, and how to get a head start of Christmas shopping
Read More

Both events produce a special mood around Christmas, causing more publicity, shopping and the Christams spirit itself to arrive. Thanks to this, selling becomes easy.

[INFOGRAPHIC] Black Friday & Cyber Monday: An important shopping event both inside and outside the U.S.
Read More

When selling online, it’s essential to take into account the seasonal factor. The different times of the year are accompanied by corresponding climate traits: cold, rain, and snow in the winter, and hot temperatures in the summer. But, can we be sure this always occurs? What happens if we have a fairly warm winter like […]

What meteorology and seasonal influences (among other events) eCommerce?
Read More

Infographic: Multiplatform campaigns. The new way of reaching the consumers.

[INFOGRAPHIC] Multiplatform campaigns: The new way of reaching the consumers
Read More

Infographic: Current status and usage of social media.

[INFOGRAPHIC] Current status and usage of social media
Read More

Cognitive biases that influences the mind of the consumer.

[INFOGRAPHIC] Neuromarketing: Cognitive biases that influences the mind of the consumer
Read More

Tips on how to achieve horrifyingly great results.

[INFOGRAPHIC] How to incorporate Halloween into our marketing strategy?
Read More

Up until recent times, we have been watching TV and when the commercials air, we take the opportunity to do things like go to the bathroom or go running to the fridge to get something to drink. Today, it all has changed. Our tablets or mobile phones are with us at all times. Even when […]

TV Sync: A channel with immediate interest from the viewer.
Read More

The content that is streamed does not substitute traditional TV, it is complementary.

[INFOGRAPHIC] Traditional TV vs. TV Streaming
Read More

Internet, one of the greatest winners (after television).  

[INFOGRAPHIC] Global Ads Spend: Summary of 2016 and forecast of 2017
Read More

Real-time Moments of Sync: great opportunities captivating the attention of the TV viewers.  

[INFOGRAPHIC] Real-Time Moments of Sync
Read More

Until relatively recently Halloween was best known as an American tradition, but it seems that many Brits are now firmly digging their claws into the hubble bubble holiday. As the month of October starts, we are likely to witness the preparations and signs of Halloween all around us — people dressed up in costumes, candy […]

Are you prepared for Halloween 2016?
Read More

This type of marketing, also known as real-time marketing is a key factor in your strategy because of the immediacy of response that it gives to brands. That is why they have a duty to be the latest (to the point of even anticipating) the events that cause social upheaval, in order to create timely, […]

What is Moment Marketing (and what is not)? Steps to carry out your Moment Marketing Plan
Read More

To make effective measurements of our campaigns that tell us whether we have reached the return of the deposit or ROI, the first thing we ask is what are the measurable elements in email marketing. When you send an email marketing campaign from a delivery platform, we automatically generate different data that can even be […]

Tips on how to measure the success of our email marketing campaigns
Read More

The summer and holidays are full of activities and events to attend. And the weather greatly influences what happens at this time. That is why our behaviours vary and so do the initiatives we take to perform certain activities and not others different. When it’s hot, we crave different things. Weather forecasts give us the […]

An Olympic summer: How can we take advantage of our brand during this season?
Read More

Back to school marketing and sales

[INFOGRAPHIC] Back-to-school: Marketing and sales
Read More

How to save time and money in your marketing strategy? Keep on reading:

[INFOGRAPHIC] 5 Revolutionary formulas to save time (and money) in a marketing strategy
Read More

Moment Marketing shows how the world is not independent of consumers.

[INFOGRAPHIC] Moment Marketing: Opportunities with our users in real-time
Read More

The Olympic Games have always been a place for brands. Like atletes, the compete with other companies to gain the attention of an audience, in this case, globally.

[INFOGRAPHIC] OLYMPIC GAMES: A place for brands
Read More

Multiscreen consumers are more observant than single screen viewers.

[INFOGRAPHIC] Multiscreen consumers: The most observant of all users
Read More

Steps to achieve success with your Moment Marketing Plan.  

[INFOGRAPHIC] Moment Marketing Plan: Steps to achieve success with your real time plan
Read More

The new trigger from Ad-Pure, TV Sync, lets you synchronize your online campaigns with your TV commercials.

[INFOGRAPHIC] Ad-Pure’s TV Sync
Read More

Moment Marketing is the strategy in the marketing universe that stands out by the speed of reaction and by doing so, the brands arrive to the consumers before any competitor. With the launch and subsequent success of the new App Pokémon Go, we clearly see the consequences of moment marketing on products, as you already […]

How can Pokémon Go and Moment Marketing benefit your brand? Examples of real-time strategies
Read More