Vivial, an advertising technology company has produced Digital Marketing Trends 2017. The report identifies the top five digital marketing trends and predictions for next year. They include insights into how emerging technologies and platforms will influence consumer behaviors and marketing strategies for businesses of all sizes.
“Technology is constantly evolving and it impacts how consumers use devices in their everyday lives,” said Laura Cole, Vice President of Marketing for Vivial (pictured top left). “It is important for businesses of all sizes to keep up with these trends to effectively engage and connect with customers. As Vivial continues to enhance the way businesses connect with their customers, build loyalty, manage content and track results, we are constantly studying the next big thing in ad tech, and this is where we believe the digital marketing industry is headed for 2017.”
Vivial’s top digital marketing trends to watch for 2017 include:
1. Cross-device marketing optimization
While mobile device use is growing, many customers continue to access information from a laptop or desktop computer. Businesses should use consumer demographic data and the customer journey to optimize the experience based on where and when customers are looking for the business and what device they are using.
“Cross-device marketing optimization is all about knowing your target customers and understanding how and when they use their different devices to find your business,” said Cole. “For example, we know consumers searching for information from a mobile device are typically looking for location specific information, such as “coffee shop near me”. On the other hand, consumers doing extensive research will likely spend a longer time time gathering information and may use multiple devices including a laptop or desktop computer, versus the person doing a simple ‘near me’ search from their phone.”
2. Darwinian advertising
This trend takes artificial intelligence (AI) algorithms beyond keywords to include all creative components, including colors, fonts and copy. This “survival of the fittest” uses reactions from users to constantly evolve and update advertisements.
The widespread adoption of smartphones and increasing engagement with video naturally led to Facebook launching a video platform for users to live stream video.
“With Facebook owning four of the top six most downloaded apps and consumers watching 100 million hours of video a day, we knew it was only a matter of time until the platform launched a live video streaming service,” said Todd Renard, Vice President of Product Management at Vivial. “Facebook Live is an easy way for businesses to use live streaming video to increase engagement with customers.”
4. Mobile messaging apps
Mobile messaging apps like Facebook Mobile Messenger, WhatsApp, Snapchat and WeChat are growing in popularity as users look for ways to communicate with contacts outside of the traditional social media networks. Options for businesses to use these platforms for advertising and reaching customers will continue to grow in 2017.
5. Conversion rate optimization (CRO)
This refers to the marketing strategy used to increase the number of users who visit a website and convert to a customer. Audience segment testing, response tracking and advertising testing are all part of CRO, which will continue to be important for businesses to incorporate in their digital marketing strategy for 2017.