04 Apr 10 Marketing Trends for 2017
10 Marketing Trends to follow in 2017.
Marketing has evolved so much in the last few years with advances in technology. Here’s a summary of 10 of the latest marketing trends that you may want to follow in 2017.
(1) NATIVE ADVERTISING
With native advertising, brands pay for the placement of content on someone else’s content distribution platform. For example, Netflix published a paid post in the New York Times on the reality of women’s only prisons, whilst promoting their prison drama ‘Orange is the new black’.
Native advertising content is usually valuable and information based. It is delivered in-stream so it fits seamlessly into what the consumer is doing or viewing.
Content marketing is a strategic marketing technique of creating and sharing relevant and valuable content, to attract a defined target audience. The aim is to engage customers to drive profitable customer action.
It is an ongoing process and the content is posted on the brand’s own or other unpaid platforms. (By comparison, native advertising is “pay to play”.
Some trends in content marketing:
- Brands will need to be even more creative to break through the ‘noise’.
- Visual content will become more important.
- Messaging will become more niche and targeted e.g. a blog on a very specific topic.
- More focus on video.
- It’s not enough just to create content, you also need to pay to promote content.
- Rise in user generated content (UGC) – 85% of people trust content made by others rather than by the brand itself (e.g. social shares, reviews, comments).
(3) INFLUENCER MARKETING
Influencer marketing is the action of promoting and selling products or services through people (influencers) who have the capacity to have an effect on the character of a brand.
What has made influencer marketing unique in recent times, is how social media has levelled the playing field and given anyone and everyone the opportunity to share their voice.
Influencers create the type of content that grabs a consumer’s attention and connects in a much more authentic way with their followers.
According to Stop Press, the biggest users of influencer marketing in New Zealand tend to be FMCG, tourism and fashion companies and charities. The influencers range from kiwi sports players and reality TV celebrities to micro-influencers with a localised following.
Video conveys emotion and messaging in a way that is often far more memorable and compelling than a static newsfeed. It is also a practical way to demonstrate how something works.
- Live video inside social media platforms e.g. Facebook Live, YouTube, Instagram and Twitter. This is popular for ‘behind the scenes’ view of a business.
- A rise in 360 degree videos (useful for Real Estate Agents and businesses selling large equipment).
- Video is being watched on multiple devices and platforms.
- ‘How to’ videos – the internet has become DIY central through the use of video, whether you want to learn to play a particular song on the ukulele or how to build a garden shed!
According to Insivia’s video stats for 2017:
- By 2017, video content will represent 74% of all internet traffic.
- YouTube has over a billion users.
- Including video in a landing page can increase conversion by 80%.
- 4x as many customers would rather watch a video about a product than read about it.
- Video needs to catch attention without sound, through the use of captions and on-screen graphics.
Short for chat robot, a Chatbot is a computer programme that simulates human conversation, or chat, through artificial intelligence and machine learning.
Chatbots allows businesses to have personalised conversations at scale with their customers through social media and messaging apps such as Facebook Messenger, Slack, Telegram, WeChat and Apple iMessage.
Chatbots can be used to access sports result updates, order food, receive customer service, gain product recommendations and more.
(6) INTERNET OF THINGS
The IoT refers to the connection of devices such as cars, kitchen appliances, thermostats, lights, and even heart monitors to the internet. This network of internet-connected objects is able to collect and exchange data using embedded sensors.
- Smart home – control and automation of heating, lighting and appliances.
- Wearables – smart watches.
- Smart cities – to solve traffic issues and reduce noise, crime and pollution.
- Connected cars – vehicles equipped with internet access.
Business Insider predicts 22.5 billion IoT devices on Earth in 2021. Furthermore, it is estimated that companies are going to spend a staggering US $5 trillion on IoT in the next 5 years.
The IoT will have massive implications for industries such as manufacturing, infrastructure, energy, banking, healthcare and hospitality.
(7) VIRTUAL AND AUGMENTED REALITY
Technology presents incredible opportunities to give customers an experience.
Virtual Reality is a computer-generated simulation of a 3D image or environment that can be interacted with in a seemingly real way by a person using special equipment e.g. headsets with a screen inside.
Using VR, customers can wander through a virtual mall, interact with their dream kitchen, shop in a virtual car dealership and view virtual real estate when buying off plans. There are also amazing applications for education, with students able to work amongst dinosaurs and examine the parts of a heart.
Augmented Reality is a technology that layers virtual objects or holograms on top of your existing environment in real time e.g. Pokémon Go or using Snapchat’s lenses to take a selfie.
Clothing, accessory and make up companies are turning to AR – it’s a way to show customers what it will be like to wear their products. One example is Sephora’s make up mirror where customers try on different make up colours using an AR mirror.
(8) SHORT LIVED CONTENT
Temporary live video content is growing exponentially in the form of Snapchat and Instagram stories. Disappearing or short lived content is built on the premise of look now or lose your chance forever. It’s a key attraction for Generation Z, famous for having a short attention span.
There are currently 158 million daily active Snapchat users and this number is growing.
For inspiration, here’s Hubspot’s list of some of the best business brands to follow on Snapchat.
(9) MOBILE FIRST
The internet has now passed the tipping point where more traffic is generated by mobile devices than by desktop.
Businesses will need to ensure that their websites, emails, ads and videos are optimised to look good on mobile devices and integrate with a user’s on-the-go lifestyle.
Personalisation means segmenting your content to reach different target market segments based on their particular needs and characteristics.
The volume of tailored content is going to become greater to deliver engagement on a 1:1 basis. Consumers know we’ve got their information – they increasingly expect us to use it for their benefit.
If you would like to talk about marketing for your business, please feel free to get in touch!