There will always be certain trends that suddenly gain huge popularity out of nowhere, but lose their momentum fairly quickly for one reason or another; take Pokémon Go for example. On the other hand, bigger shifts in the technological landscape can last for years and have significant ramifications for businesses and customers alike.
Over the last decade or so, there have been massive changes in the way organisations interact with their customers. Take the launch of the iPhone in 2007, the rise of social networks throughout the late 2000's and, more recently, the rise of video marketing on apps like Snapchat - all of these alter the marketplace for retailers.
With all of this in mind, we've identified the next big digital marketing trends for 2017 and how your business can use them to your advantage:
Social Media Engagement Shift
Since the rise of social media, digital marketers like ourselves have always focussed on engagement metrics - how many times your posts are viewed, liked and shared etc. Organic traffic is viewed as the Holy Grail and businesses are proud of how they are 'sharing their brand' with thousands across the globe.
It appears that is set to change. Businesses are now finding greater value in paid-for adverts on sites like Facebook and Twitter. This trend ignores common engagement factors and instead focuses on 'impact-led metrics' - with some companies reporting campaigns that are 75% more effective in delivering brand results than their standard organic counterparts. Keep your eyes on this one for sure.
Challenges Ahead For Content
SEO is one of the most effective ways of obtaining significant traffic and growing your online presence at minimal cost. It's especially effective if you can get your site ranking organically for a popular search term, as this can bring in thousands of interested customers to your site.
But there is an ever-growing glut of content appearing on the web as businesses fight with each other to outrank the competition. This trend will pose an issue for digital marketers in the future as content will be less effective and increasingly difficult to make it stand out - so alternative ways of reaching customers will have to be considered.
Connecting Through Voice
More and more devices are making use of voice search, and it's popularity is only set to grow. Voice-controlled devices such as the Amazon Echo are appearing in homes up and down the country, so having your phone in your hand to search the web is no longer a necessity.
If this trend continues, voice search will begin to play a huge role in SEO and site rankings. The focus will almost certainly be on short, useful answers to popular questions, so ranking in first place will be all the more crucial as voice-controlled devices are likely to offer up that result above all others. Businesses need to prepare themselves for this trend as it has the potential to boom in a very short period of time.
2017 is set to be an exciting year across the digital marketing industry. The team at bespoke4business are hugely excited about the next generation of digital trends, especially in regards to how they can help our clients grow. Why not give us a call and arrange a meeting with our digital marketing experts? You can call on 01202 684400 or leave us a message here.