While it is true that digital marketing is increasingly present in the consciousness of small and medium-sized enterprises, either through own means or delegating its strategy to an agency, 2017 is already present just around the corner, and We all wonder what we can expect in the online of this new year to come.
We bring you 9 trends of increasing relevance for this year, so you do not neglect any of them and take them into account in your digital marketing strategy.
1. VIDEO ADS
Increasingly are rumors that, definitely in 2017, Google will introduce sponsored video ads in their search results. Like everything the giant starts, it will create a trend, and will make the user more perceptive and compromising with video advertising.
Therefore, generating audiovisual content, whether corporate or in the form of small advertising spots, will be crucial for the new year. Given that we live in a hypersaturated information society, and in which time is gold, it will be essential to be brief, concise, and correct with the message to create the greatest possible impact on the receiver of the same.
2. MORE MOBILE AND LESS DESKTOP
2017 and 2018 will be the year in which mobile browsing will definitely exceed desktop in virtually all platforms and sectors.
Google has been making an intensive effort to warn all non-responsive sites to update their platform, as well as warning potential SEO penalties for non-optimized sites.
Perhaps 2017 will be the year of the definitive takeoff in this regard, and Google tightens its measures for those sites that do not offer a satisfactory experience to the visitors from mobile devices.
So if your website is still not responsive, do not let it go much further, Google’s ultimatum is becoming more serious and close, and I would not play it …
3. RISE OF MOBILE APPS
Linked to the previous one, it seems that it will become more and more meaningful to have an application of its own apart from the corporate website. Obviously, this will not apply to all businesses and sectors, but if you have a B2C product, and you can offer an improved user experience through a mobile application, it will become more meaningful to have a dedicated app apart from your own website.
In addition, Google begins to index mobile applications too, and will increasingly be found among search results replacing websites. This does not mean that you already leave your website, but if, if it is your case and applies, you begin to value options for the development of a mobile app.
4. CONTRIBUTION OF THE SOCIAL TO THE CONVERSION
Within the online marketing mix, the social component will become increasingly relevant, since in many cases, it will be the customer’s first contact with your brand.
Generate quality content and quantity, treat your customers well, manage crisis correctly, and get users to interact with your brand in social networks, will certainly grow your community and from there, you can generate conversions (new customers ) And prescription of existing ones.
From our point of view, in small and medium-sized companies, it is important to internalize the management of social networks, since in many cases it will streamline customer service, crisis management, and improve the content to offer customers. Turn to an agency to give you the guidelines to implement your content plan and social media, and hire if necessary training for your team.
5. THE SMARTWATCH AND WEARABLES
2016 has been the year of the Apple Watch, the Google Glass, or the Moto 360. Digital devices that are part of our daily “props” and that make us take the “online” even when we are offline.
How far its influence will come is still a mystery. If you tell us 5 years ago about the importance of acquiring navigation on mobile devices, surely we would have been a little skeptical, but do not discard for example that within a short time, you also have to optimize your web platform for smartwatches.
6. GOOGLE WILL UPDATE THEIR ALGORITHM (YES, AGAIN, AND AGAIN)
A few years ago, every update of Google’s algorithm accompanied by its cute little animal name was a boom in the digital industry. Google has “anesthetized us”, making changes more and more frequent.
In fact, it is currently practically in real time, and this will be the trend for 2017. Increasingly faster, more agile, and more frequent changes.
The strategy, however, does not change: Continue to produce original, quality, and differentiating content. And get visibility through quality links to your website.
7. ONLINE ADVERTISING WILL BE MORE EXPENSIVE
It is a matter of supply and demand. As competition and players grow, investment in digital media will grow, and in addition, the latter will be more expensive. Spaces and impacts are limited, and the struggle to locate them will be fierce.
To keep the return on investment positive, it will be more important than ever to get right with your strategy, choose the tools and channels properly, and above all, get a truly differentiating product or service, and know how to communicate it to the end user to perceive Its real value.
8. CONTENT WILL REMAIN, KING
You would see it coming from our previous comments. In a hypersaturated world of information, which is traveling faster, the original and differentiating content will be key. If you have something that has no one, you will be unique, and everyone will love you.
Connect with your audience, get them to the heart or the soul, and they will end up delivered to your product or service to the point that they will become ambassadors of your brand.
9. IMPROVE YOUR CRO TO INCREASE YOUR ROI
You will say that we have to see what we like to marketers an acronym … Well, it is true, but we translate it: Get better your conversion rate to increase the return on your investment.
Put another way, as we have already announced, the competition will be fierce, the most expensive advertising, so once you have captured a potential customer, you should not let it slip away. You need to become a prospect, an end customer, a conversion so that the numbers of your investment fit you.
Improving the traffic conversion rate you generate will be critical in 2017, so do not neglect it and work intensively on the CRO.
We hope we have not overwhelmed you with this amount of information and “to do’s” for 2017. Take them as a challenge and do not worry. At heart, it is common sense and planning to locate all these important points in the calendar next year.
And as always, if you need a help, you know we’re here to listen to you.