The New Year is the perfect time to reflect on the major changes to the digital marketing landscape and to develop innovative new strategies. These are the key opportunities you should test in 2017.
Chatbots will be adopted globally, as more than a Customer Service feature
In 2016, major brands experimented with chatbot automation in an effort to drive efficiency from a customer service perspective. Twitter and Facebook supported this by releasing major updates. Facebook launched its API in April, which enabled brands to engage their 1 billion-strong monthly unique users on Messenger. Twitter followed suit by launching its Direct Messaging bot in the third quarter. And other messaging apps like Kik and Telegram launched their own bot stores. Facebook reported that 34 000 chatbots were created on the platform in 2016. This year, savvy brands will start mining rich data in order to automate other key business functions, such as personalized recommendations, relationship-building, and lead-generation.
Advertisers will increase social media advertising spend
Competitive costs and highly-effective targeting capabilities on social media will lead to increased investment in this space. eMarketer forecasts that marketers will spend up to US$35.98 billion on social advertising. Companies that can stand out by producing highly relevant and interesting advertisements will see the greatest volume of conversions.
Mobile-first will become Mobile-only
In 2017, mobile-first strategies will be replaced by mobile-only strategies, as marketers are seeing lower engagement rates on desktop platforms. According to Cisco, 95% of global website traffic is attributed to mobile devices. The challenge for marketers is to shift away from the mobile-optimisation approach to a more strategic and integrated one.
Personalisation will be the only way to gain customers’ attention
The one-size-fits-all approach to digital advertising has led to an increased adoption of ad blockers. The world’s most popular ad blocking extension, Adblock Plus has been downloaded over 500 million times. In order to earn customer attention and affinity in 2017, marketers will have to focus on delivering more relevant, hyper-targeted messages to customers. 2017 will see more brands segment and personalize their communications and creative approach based on customers’ preferences and browsing habits.
Video, particularly Live Video, will be the most effective storytelling tactic
According to Comscore.com, 64% of consumers are more likely to buy a product after watching a video about it. The last two years have brought about two major changes to support video marketing; Facebook’s algorithm updates prioritizing the organic reach of video content, and the release of live streaming capability from the all of the major social media platforms. Cisco reports that by 2019, video will account for 80% of global internet traffic. In 2017, brands will start chasing increasing organic user engagement rates by delivering more immersive video experiences. With the imminent release of Facebook’s Live 360 and increased adoption of new tools like SnapChat Spectacles, the major social media networks are poised to support the video boom.
Which of these trends will you test in 2017? Share your feedback with us in the comments.