Digital and social media marketing have been under massive transformation over the last decade. There is no better time than now to learn from what worked and what didn’t in 2016 and prior years. In this post, I am sharing some digital marketing predictions that I expect to prevail in 2017. The trends I’m about to share are based on artificial intelligence as well as intuition and expectations expressed in instant communications.
New Product Development
New Product Development will continue to grow, which many becoming outdated before they even hit the market. With much faster pace than last year. Through social media, we, being consumers, have a seat at the marketing table, sharing our preferences and needs through our buying choices and direct feedback. This “Brand Revolution” as I call it will have a direct influence on key consumer-oriented industries. In 2017, brands and products are expected to be more adapted to the needs and preferences of their target market and shape their offerings around the most recent lifestyle trends.
Instant” Availability
The need for immediate availability is a result of our technology and social media surroundings. Expectations of instant entertainment and communication have become inevitable. Generation Z customers are attracted to instantaneous social media platforms like Instagram, Snapchat and new social media app Musical.ly. This generation is developing with an instant response as its foundational expectation. We cannot just rely on at least three main social platforms. There is a “social underground” of growing proportions that embrace more pictures and faster and more spontaneous modes for our engaged Gen Z population to bond.
Niche Curation
Customers are being overwhelmed with information, and they just can’t process it all. As a consequence, they are relying not only on curated information but also on the people they most trust for curating information. In a manner that resonates with their interests, values, and lifestyles. This year, customers will be on the mission to search peer specialists having niche expertise to filter the recommendations. Meeting their specific needs in a highly specific way.
Mobile Devices
It’s predicted that we will see new innovative apps and technology for mobile phones. Since the mobile devices provide faster, smarter and more intuitive data, they are expected to become more ingrained in one’s life and connected culture, radically impacting consumers during the buying process. Mobile devices are going to rise as the most valued and trusted shopping partner. Since customers value their devices for recommendations from their trusted networks, consisting of peers and advisors, while also fact-checking product features and obtaining online discount coupons.
Social Influencers Diversity
In 2017, people will entrench themselves even more deeply in the social web, immersing themselves in an increasingly broadening and diverse circles of varied opinions. These influencers would powerfully guide and inform people about their purchasing choices and decisions.
Consumer Resentment
Banner ads, disruptive business messages, and op-ups are all falling. Today, consumers avoid brands that are aggressively pushing towards them their social media feeds, on Twitter, Facebook or as paid-for Snapchat stories. As customers are seeking to learn more about new offerings on their own time, the continued resentment on intrusive marketing is expected to deepen this year. Customers will keep voting with their feet, i.e., walking away from the social media platforms that flood them with the brand or social marketing. In a similar way, the content and tone of ads must be geared towards the new Gen Z; fast, sassy, smart and relevant.
Virtual Reality
It’s finally here. I feel like we have been anticipating VR for years and it’s finally here. With the introduction of mobile VR sets, home VR setups and support with available VR software and applications. It’s easy for anyone to access virtual reality at any time and place. This leads to unchartered territory for brands to experiment with virtual reality. Creating highly immersive brand experiences and environments. This will be the reemergence of “Experiential Marketing”. Taking once physical brand and products experiences and translating them into a new, highly engaging, virtual format.