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Door: Nasser Mohamud
Digital Marketing: Insight for what’s in store in 2017

Digital marketing can´t be avoided anymore and it has gained a lot of popularity in 2016 with large and medium-sized businesses creating their online presence and promoting their services and products through numerous social media channels and sites.

What do we expect in the year 2017? 
Expert marketers predict that the internet space is going to expand further with more companies entering the digital world. Others say there will be a complete makeover of how users and search engine giants give preference to the huge amount of data available on the internet.

Based on research, here is a list of some of 2017 digital marketing trends. 



Video ads dominance
This is certainly nothing new with social media giants such as YouTube and Facebook. But now Google is competing too and this will change the whole spectrum of online advertisement.

As this trends continues, this shows the increasing acceptance of video ads among users. Therefore, we may expect different types of video ads popping up on our screens very soon


Mobile will completely dominate desktop
It is undeniable that2016 was a big year for mobile. This will continue in 2017 and Mobile search and mobile optimization will be a top priority for digital marketers. Google has virtually phased-out all websites not optimized for mobile. The presence of hand-held devices and fading away of desktop traffic clearly indicates that the smart money rests on mobile-focused internet marketing.

 

The True Rise of Augmented Reality
Few people would have predicted that Pokémon Go would have taken off as radically as it did, earning $10 million a day in new revenue during its peak. Enthusiasm for it has largely died down, but the app has had two main effects on the online marketing community; one, it’s shown that users are ready for augmented reality (AR) experiences, and two, it’s given marketers a taste of the earning potential here. You can expect to see more brands coming out with AR games, AR ads, and attempts to capitalize on AR apps that already exist.


Live Video Streaming Will Fully Take Off
Social media users are beginning to demand more in-the-moment content, giving them a vicarious view into a world (or event) they’d previously been unable to access. Thanks to faster Internet and the ubiquity of mobile devices, live video has become something of a trend on its own, with more and more apps and platforms giving some kind of “live streaming” functionality; even this year’s first Presidential debate was streamed live, drawing millions of viewers in. Live video has been on an upward streak for the last few years and 2017 will be the year when it fully takes off, utilized by more brands and more individuals than ever.


Dedicated apps will find their way
Although we’re still years away from apps completely replacing websites, business owners are realizing their potential, and 2017 will be a pivotal year in mobile app development.

A dedicated application offers all the features of mobile-optimized website, but in a more intuitive, convenient, and accessible way.Google has offered app indexing which will certainly bring in advantages to having a dedicated app in the future.

 

Social conversion is coming
It now clear the power social media brings. In the year 2017, social media will work as new conversion channels and offer tools to convert prospects directly into buyers. The online communities will not be bound to only company-consumer conversation or attracting new prospects; instead, they will provide opportunities to improve conversion rates.We have witnessed the same for e-commerce and lead generation websites. 

 

Year of wearable technology and smart devices
The year 2017 will see more of such smart devices and innovations in wearable technology that will change the entire landscape of local marketing. We have seen the unveiling of the Apple iWatch, Google Glass, Moto 360, and other similar smart devices that can be worn on-the-go and keep you connected with the digital world.

Digital marketers will focus on the potential of wearable technology that can diminish the difference between “online” marketing and “real” marketing.



Data Visualization Tools Will Greatly Expand 
As marketers, data is our lifeblood. We need quantitative information to tell us who’s buying what, when, why, and what messaging is most effective for them. But even data analysts frequently have problems understanding exactly what the data is saying; our brains weren’t made to process vast amounts of raw numerical data this way. Now, technology is finally catching up to the “interpretation” part of data analysis; there are dozens of data visualization tools on the market already, but in 2017, every business is going to want to start using them – the ones who don’t will be left at a significant disadvantage. The technology will be more sophisticated, and data analysis needs will be greater than ever.
 
 

Search algorithm will change. And change again
The search engine algorithms will keep changing and this will bound to happen in 2017. 

With the enormous amount of information being added to the internet every second, search engine giants will keep on updating their algorithm to decide which content should get priority and rank higher in search engine result pages and which should not.

That is why the only strategy should be to remain original, informative, and helpful to your audience. Also, digital marketers should not remain focused only on Google’s algorithm, but give due consideration to Facebook’s algorithm and Bing’s algorithm as well.



Brands Will Increasingly Target Niche Markets Out of Necessity
Online marketing is becoming more crowded; though the number of available consumers has remained more or less steady, millions of new businesses have flooded into the space for a piece of the pie. This is especially true in the content and social media marketing spaces. One of the best solutions for this is to target a more specific niche, appealing to a narrower range of demographics with a more specific topic. As a result, we’re bound to see more companies opting for more targeted, almost personal-level content and campaigns.


The Rise of ‘Immersive Experience’ Content Marketing
Users are also craving more immersive experiences, giving them the feeling that they’re doing more than staring at a phone or laptop screen. Augmented reality (AR) and virtual reality (VR) are two technologies driving this mentality forward (and I’ve already mentioned AR), but don’t forget other ways of providing this immersive experience. You can offer 360 videos to make your users feel like they’re living in a moment, or host live webinars and workshops to get people to engage with you. The key is to provide some level of interaction in a way that makes people feel like they’re a part of something bigger.


There are many digital marketing trends and strategies need to be altered to remain at the focus of user attention and search engine giants. The most fascinating digital marketing practice will continue to demonstrate its huge potential in the face of all odds in the coming years.




Sources


7 Online Marketing Trends That Will Dominate 2017
http://www.forbes.com/sites/jaysondemers/2016/11/14/7-online-marketing-trends-that-will-dominate-2017/#5841a1c8dec

Top 10 Digital Marketing Trends That Will Dominate 2017
https://www.shoutmeloud.com/2017-digital-marketing-trends.html