Here are 7 predictions for digital marketing in 2017Last year, small changes in the digital world had a big impact on marketers. If 2016 was a superhero its primary source of defense would be ad blocking. Digital 2016 forced us, marketers, to become savvier. We rediscovered what the age of social media has been slowly teaching us. Consumers value transparency and emotional connections before making a sale or adopting an idea.
BIG DATAData or Big Data is one of the shining stars of 2016 whose light will only get brighter in the year ahead. The concept of big data, put simply, is knowing your customer (not just thinking you know). Why do your current customers use your services? What problems are you solving for them? Having data-driven answers to these questions allowed us to predict user behavior, target specific consumer groups and forecast a more accurate user sales report. In 2017 this practice will only gain traction. Data farms have popped up to give you micro insights to your current customer base. Moreover, it will give more details for targeting future consumers as well.
Another challenge for marketers, in this past year, when it comes to data was showing the value of non-direct responses. You know, video watch rates, shares on a blog post or even a lost visitor to a website who didn’t convert to a direct sale. All these things have been huge challenges when proving the worth of a digital campaign. In 2017 marketers will again be held accountable, as ubiquity increases. This year, we predict formalized measurements and standards will be enforced to prove campaign success. Digital campaigns should no longer be thought of as a tool for attention but, instead, a tool that helps drive the organization’s financial growth.