The Direction of Digital Marketing: 2017 and Beyond
The industry has changed a lot in the last year, and as we head toward the year’s midway point, it’s important to take a second and think about the direction of digital marketing in 2017 and beyond. To market effectively, it is critical to stay on top of the latest trends. Research them, understand their usefulness, plan your direction and take advantage before your competitors do. Here are seven trends stirring up the marketing world this year.
1) Live Streaming Video
Web surfers are begging for more immediate, engaging content. Live streaming video platforms like Facebook Live, Periscope and others provide just that. Discussions about crowd size aside, the inauguration of President Donald Trump cracked the record of largest live streaming audience to date, reaching an estimated 4.6 million online on-lookers at its peak live viewership. Live-streamed events allow viewers to share an experience as it unfolds, piquing their curiosity and keeping their interest. Brands like yours can live stream events, discussions and more to display a less filtered, intimate side of their business.
2) Augmented Reality (AR)
In the last few years, augmented reality has made amazing strides. Pokémon GO had our neighborhoods teeming with virtual monsters and obsessed millennials. Earning $10 million a day at its peak, the app‘s developers proved it’s possible to translate the spectacle of AR into ROI. And though the excitement around the game has died down, brands are still investing in this yet to be truly tapped into tech. Snapchat recently introduced its new World Lenses feature that allows you to drop 3D animated objects into the setting of your photos and videos. We expect we’ll see more brands to release new AR tools, games, ads and innovative ways to capitalize on existing AR apps.
4) 360 Videos and Immersion
People want to be amazed. Augmented reality and virtual reality have captured our imagination. Those technologies seem out of reach now but, with 360 video, you can create immersive content that no one can ignore. Record an event or product demonstration in 360 video and your customers will feel as if they experienced it firsthand. Developing immersive experiences don’t just grab their attention but turn the world around them into the experience itself.
5) Native Advertising
As consumers continue to avoid most forms of advertising, more and more brands turn to native advertising. These appear to be normal magazine or news articles, but they are infused with brand specific content to target readers of particular publications. This is a sneakier form of advertising that is designed to not be as off-putting as traditional ads. Major publishers have been offering native advertising for quite some time. We expect more publishers to follow this trend, and to see more sneaky ways to advertise without scaring off your audience.
6) Make it Short, Make it Dense
Our attention spans have changed. We skip ads and posts that don’t interest us. We skim articles or even share them after just seeing the headline. From movies and MTV to 140-character tweets and second-long Snapchats, our tolerance for lengthy content is rapidly disappearing as technology progresses. This is especially true for younger consumers who have grown up in the social media era. It’s essential to make the content you put out dense to communicate your message without being disregarded as static.
7) Data Analytics Improved with New Tools
In marketing, data drives all. With the market and media landscape splintered between traditional and online avenues, it has become harder than ever to understand the wealth of data collected. We are only human, which is why we rely on data visualization tools. There are several data visualization tools out there already to enhance your ability to sift through the numbers and make marketing magic happen. And with new data visualization tools being developed all the time, there’s no limit to how we can improve our campaigns.
We encourage you to read up on these trends. Find out how other companies have utilized things like native advertising or live streaming video to their marketing advantage, and see if you can include one of these trends in your marketing strategy. They may be unfamiliar to you now but, based on what we’ve seen in the last year, they won’t be for long.
OMG National is a full-service digital marketing agency providing SEO, paid search, social media management, reputation management, logo design, website design, and more. Do you need someone with experience and knowledge to take the reins and push your business’ online marketing initiatives to the next level? Give us a call at 800-789-4619 or contact us here, and we’ll take care of it!