2016 was a year of surprises, no doubt. From Brexit to the presidential election, we certainly had no idea what was coming for us. In the world of digital marketing, though, we can make some educated guesses about the future for 2017. It's important to take a look ahead so that your business can be ready for the leaps and bounds the digital marketing industry takes every year.
Edelman Digital recently released their 2017 Trends Report, where they examine areas from "a turning point in immersive content" to "a renaissance in search". We'll take a look at what should be taken away for your business' digital marketing strategy.
On this blog in the past, we've certainly discussed the importance of video content in digital marketing. It's important to catch the eye of potential clients with content that is "immersive", or jumps of the page like a video or GIF. Technology of 2017 will take this even further. With developments like virtual reality, brands will go even further to grab attention. It will be the task of big brands to make virtual reality headsets cool, and then use the technology to get across to buyers. Learn how to incorporate virtual reality into your marketing plan in this article from Entrepreneur.
According to AdWeek, brands will go a step further with influencer marketing in 2017:
"Considering the challenges marketers face with bot fraud, ad blocking, social algorithms and general skepticism, influencer marketing will play a renewed and central role in the marketing mix for 2017. Influencer marketing isn't new, but it will mature in 2017 as we see brands not only partnering with digital savvy Snapchatters and YouTubers but co-creating original content that can't be found anywhere else."
Influencer marketing is a great way to build expertise in the field: use trusted authorities in your industry to promote your brand online.
B2C marketers have always seeked to get their brand in front of a large target market, and social media has become a key avenue to achieve those goals. But, B2B marketers have only called companies to try and get their business. As the capabilities of social media and digital marketing expand, B2B marketers will have to effectively use these tools to accomplish their goals as well. In essence, B2B marketers won't just need salesmen, they'll need creatives to make their digital marketing and content development flourish. When you look to 2017, think about how your B2B marketing will incorporate digital content to your overall strategy in new, more creative ways.
Read the full 2017 Trends Report from Edelman Digital here.