As marketers start planning for where to invest their marketing budgets in the year ahead, interest in the latest innovations and trends increases more, especially when thinking about how to get the most from digital marketing. There are so many new platform changes from the likes of Apple, Google, Facebook and LinkedIn that influence the latest trends. Here are 5 different types of marketing trends that businesses of all types need to consider to stay competitive.
- Smartphone adoption
From a consumer device usage perspective, the two major trends are: the increased growth in smartphone adoption and the ongoing popularity of mobile and messaging.
The growing importance of mobile marketing and apps is shown by these stats (Source: Smart Insights Mobile Marketing Trends statistics compilation):
- More than 50% of searches are on mobile
- 91% of Facebook usage (Daily Active users) is on mobile
- 80% of Facebook advertising revenue is on mobile
- 90% of mobile media time is spent in apps
- Messaging app popularity
From Facebook's Mobile Messenger through Facebook's acquisition of WhatsApp and rebuff by Snapchat, there is a continued and growing wish for consumers to communicate directly outside of public social network pages. This is really the last frontier for social media monetisation, so we can expect to see some major changes here in 2017 with new options for paid media on messaging apps, although this will be limited since the app owners have committed in the past to keeping messaging ad free.
So, reaching and influencing consumers as they move from public social media to messaging will remain a challenge to businesses, but as this next trend shows, there will be new options for reaching consumers via messaging.
- Mobile marketing and cross-device optimization
Most businesses now provide a responsive website design, meaning that their site is 'mobile-friendly' in the consumers and all-seeing Google's eyes. The trend in 2017 will involve optimising mobile experiences, which may mean providing more tailored experiences for different devices through an adaptive design. Some of this may be forced as the recent Google move to reduce rankings of sites using pop-ups on smartphone from 2017.
Businesses will also continue to grapple with how mobile fits into the customer journey in relation to other devices and offline interactions with consumers - and in particular, how it is measured.
- Content and Inbound Marketing
There is an ongoing popularity of content marketing; the activity businesses are focusing on to achieve growth.
Within content and inbound marketing, the ongoing discussions will be around getting the right balance of content quantity, frequency and quality and of course, measuring the Return-on-Investment of Content Marketing.
- New platform marketing trends
Consultants at Gartner have identified as emerging technologies/on the rise marketing trends:
- Ad Blocking
- Customer Data Platforms
- Real-Time Marketing
- Programmatic TV Advertising
- Cross-Device Identification
- Virtual Personal Assistants
- Programmatic Direct Advertising
Digital is an ever-changing world, so keeping up with trends can help to compete and decide where to invest your money. And regardless of new tech, customers still want to be treated as humans, so we have to make sure marketing strategy is geared to giving the personal touch.