Each new year brings a flurry of new trends in clothing, food, decor and more. There are also many new changes in marketing that savvy businessmen and businesswomen need to stay on top of in order to achieve company success in 2017. In this post, we will talk about some of the marketing strategies that dominated 2016, and what’s to come in 2017.
Social Media Marketing dominated in 2016, and that trend is only expected to grow. From Influencer Marketing to Mobile Videos to Live Streaming & Short-Life Content, there are many ways to make Social Media work for you.
Influencer Marketing is expected to be the star of Social Media Marketing. It’s more subtle than a standard testimonial, which makes it more credible. For example, Kylie Jenner wore a pair of Fashion Nova jeans on Instagram – the picture went viral with over 2.4 million likes and @fashionnova has almost 6 million followers on Instagram. Nordstrom marketing execs are experts in Influencer Marketing, which accounted for 26.87% of total traffic to the Nordstrom site over a 3 month period (1).
“If marketers were to reach out to content creators more and have them market their products in a friendlier way and not a force-fed manner, that would be more interesting to me.” —Robert Rivera, Age 17 (2)
Although Instagram is perhaps the most common platform for Influencer Marketing, other social media sites, such as Facebook, Snapchat, and Twitter, are important as well. Influencer Marketing, so far, seems to be most effective with Millennials and Generation Z.
Viewing friends’ activity on social media can also affect a consumer’s behavior, and not just when it comes to which jeans to buy. Studies show that if a person’s Facebook friends report a positive house-buying experience, then that person is more likely to buy a house (3). Yes, Facebook can influence what is likely one of the biggest financial decisions a person will make in their life. That’s powerful.
Social Media is also tipping the scales in favor of Mobile Videos. Although a mobile video can get millions of views, television commercials have basically become background noise. In light of this, Instagram increased their video-length limit from 15 seconds to one minute in 2016, after seeing a 40% increase in videos on their app (4). Facebook users watch 100 million hours of video daily (5), and over half of their users are on mobile devices (6).
Finally, Live Streaming, which made its debut in 2016 after the surge in Short-Life Content, is expected to grow rapidly in 2017. Short-Life Content became popular with the rise of Snapchat, with its instantaneous person-to-person videos and photos that disappear immediately, or after 24 hours if you put them on your Snapchat Stories. This was quickly copied by Instagram via Instagram Stories and works in much the same way. After Short-Life Content came Live Streaming, because posting a live video more closely resembles a face-to-face interaction than a pre-recorded video. Facebook has a Facebook Live option so you can share with your friends, but many big companies have started using Live Streaming as well as an alternative to television. Many YouTube channels now do Live Streaming, including CNN and other big companies – for example, the 2016 Election was available for Live Streaming on a number of different YouTube channels.
Video has been extremely important in marketing Videos can be incorporated into your marketing strategy in a variety of ways: advertisements, testimonials, product demonstrations, instructional content, and more. In 2017, video will only continue to increase in popularity.
“Videos are a useful tool for increasing brand awareness, prospects and sales. With vision being our dominant sense, it’s easy to see why video marketing is so effective. It creates conversations and trust among customers, it encourages people to engage and ignite emotions and it increases the time spent on websites by visitors.” -Melissa Stocks, mRelevance
Not only will there be more videos in general in 2017, there will be a huge shift to mobile video. Mobile videos views far exceed the number of desktop video views, and mobile views are increasing at a much faster rate as well, making it clear that if your videos aren’t mobile-optimized, you’re at a huge disadvantage (7).
Virtual & Augmented Reality
Unless you were living under a rock for Summer 2016, chances are you’ve heard of Pokemon Go, the “augmented reality” app that exploded in popularity, breaking records and setting new precedents for apps to come. Augmented Reality (AR) and Virtual Reality (VR) are no longer the stuff of sci-fi. They’re here, and they’re growing. What does this mean for you as a marketer?
With the rise of AR & VR, consumers are becoming more and more desirous of immersive content. The homebuilding industry is a perfect example: interactive floorpans and virtual walk-throughs are becoming mainstream as consumers rely on research via the internet.
Although the above categories reflect areas of marketing expected to change drastically over the next year, there are still many “classic” marketing techniques that are still important to utilize. Direct mail and e-mail marketing, for example, are still very viable options. E-mail marketing, in particular, is known for its higher return on investment. And the one business essential that will always be on trend? Quality products and great customer services.