Each new year brings new technology and new ideas, along with new trends that will help you capitalize on both. So, which new trends will help you start 2017 off on the right foot?
The more time people spend on their phones the more time marketers spend trying to reach them there. And that focus should continue, if not intensify, over the next year. Tech giants like Google and Facebook are following a mobile-first strategy, and you should be, too. Customer searches are steadily migrating toward mobile; by following a mobile-first strategy, you’ll increase the odds that they find you when they get there. Because mobile provides less space for ads and information, taking a mobile-first approach can help streamline your overall message.
As people spend more time with technology they – consciously or not – expect that technology to get to know them and provide them with a personalized experience. That increased demand for personalization is growing on- and offline. With everything from shoes to jeans to cans of soda are being personalized, what personalization means in your business will vary. Forbes suggests that “for some businesses, this will mean ensuring touch points are specific and individual. For others, it’s simply streamlining the purchasing process and making it more responsive.”
With the advent of content marketing, customers have become savvy consumers of these materials. That means your content has to not only stand out from the crowd, but be content that your customers actually want to spend their time engaging with – and today’s customers want to spend their time with video and interactive content. Video consumption is on the rise; eMarketer reports that last year US adults spent “an average of 1 hour, 16 minutes each day with video on digital devices.” Are there complex parts of your business you struggle to explain in print or static marketing materials? Are there customer experiences or tips and tricks you can share with your audience? All of that content is ripe for video marketing. Another option is interactive marketing. Customers are more likely to engage with a fun quiz that gives them personalized results than an article that spells out the same information. Quizzes can also allow you to collect interesting data on your customers to use in future marketing decisions and materials.
Perhaps one of the biggest tech trends this year is technology’s expanding footprint in our daily lives. Technology doesn’t just mean smartphones and computers anymore. Thanks to the Internet of Things, there are smart-fridges, TVs and one-touch buttons that get laundry detergent delivered to your front door. Make this the year you start thinking about how you could contribute to the convenience the Internet of Things provides your customers.
And, thanks to new technologies like Google Home and Amazon Echo, The Telegraph writes that “2017 will be the year when digital will start ‘talking back’.” Voice searches with Siri, Alexa, and Google grew in 2016 and will likely continue to do so in 2017. Smart businesses will consider how people literally asking their search engine questions will change and improve long-tail SEO opportunities.
With endless opportunities and avenues to reach and track clients it can be easy to want to reach them all the time and get caught up in analytics for analytics sake, but that doesn’t have to be the case. 2017 will see a shift from real-time instantaneous marketing to right-time calculated marketing. It will also see analytics shift back to their original purpose: to tie data back to revenue and customer retention. Use your data to identify the best moment to reach your consumers and do so with the materials you know they want to see.