Video Integration Dominates List of 2017 Marketing Trends
Marketing is a world that is constantly evolving. What worked yesterday won’t always work tomorrow. What works really well today may not trend as well tomorrow. We have to stay on top of what’s trending digitally to ensure we give our clients the best campaign possible. These strategies are on the rise as the calendar flips to 2017.
- Social Media Measurement Traditional: Facebook or Twitter analytics don’t always tell the full story. Do you have tools in place to demonstrate the value of social media clicks linking back to landing or offer pages? Have you calculated the cost per conversion for a Facebook ad versus other advertising mediums? The measurement tools are now available, but understanding them is another story. Train your digital team to understand how to map conversions and how to present them to a client! This will put you ahead of the curve.
- Personalization: Who are you talking to? If your digital messaging is targeted at a broad, generic group of people, it will not trend as well. The 2017 crowd wants their ads personalized and something that speaks to them directly. Before building a campaign it’s always important to know exactly who you are speaking to. Don’t talk at the customer, talk to them!
- Video Content: We can’t stress this enough: Do you want your brand to have “2017” written all over it? Video is the answer. At one time, video production was considered a high-end cost that delivered mixed results. Nowadays, video campaigns can range from full-fledged two-minute commercials to video blogs shot on a webcam. Budgeting properly for your business and your audience is a necessity! Some reports estimate that Facebook traction will rise 70 percent on videos in comparison to pictures. Facebook Live gets a boost from the social media algorithm. More importantly, modern day video players can be embedded into websites, newsletters, and crossover to all platforms, creating a full-circle approach.
- Timing: Digital campaigns often comprise holidays, big-time sales, or significant dates for the company. Every business has a budget that could see peaks and valleys. As the calendar turns, building a plan out to maximize engagement around specific dates is important. Have you done research on when your marketing thrives? “Right-Time Marketing” is a concept that is being used, and should be doubled down on.
- Trending Topics: Marketing doesn’t always have to be 100 percent serious! Piggyback marketing on the Super Bowl, modern music, or reality TV shows can sometimes feel like a gimmick. However, people respond to what they know. Planning campaigns that relate to these audiences with Photoshopped pictures, light-hearted videos, or twists on slogans can be fun. You may even get the attention of a major brand that shares your content! Don’t be scared to break out of your comfort zone a few times during the quarter. It’s a healthy practice when executed within your brand’s message.