The digital marketing niche is set to experience a major shift in the coming years and 2017 is Key

Over the years many small businesses have benefited from using various digital marketing channels using the right strategies.

In this article culled from Business 2 community, we are set to examine what the experts say and hope they are right


 The Digital Marketing Trends of 2017

These are some of the digital marketing trends that you can expect in 2017.

1. The increasing dominance of video ads

Aggarwa claims that, though video advertisements are nothing new for social media giants like YouTube and Facebook, the news of Google entering the fray with in-SERP video advertising will change the whole spectrum of online advertisement. There is an increasing acceptance of video ads among users and he expects different types of video ads popping up on our screens very soon.

Smith says: “It feels like my entire Facebook feed is already taken up by video, but I am sure there is room for more. Facebook has driven profits by embracing video, and is likely to continue. It seems we cannot get enough of video, so expect the powers that be to serve up even more.”

2. More live video

Video will be big in 2017. Not only will the video ads discussed in the previous point dominate, live video will dominate as well.

Live video has suddenly become the internet’s favorite shiny new toy, Smith says. When Meerkat entered the market, it was an entertaining novelty. Now, Twitter (via Periscope), Facebook, YouTube, and Instagram have all released live video offerings as well.

Many of these networks are promoting their live video quite heavily, and it is something that will stand out in the saturated world of content, so Smith can see plenty of reasons why brands would want to get involved.

Smith also expects the two worlds of live video and influencers to collide in 2017, with product placement and sponsorships becoming a regular feature of influencer videos.

3. Mobile will completely dominate desktop

As Aggarwa says, we have seen how Google virtually phased-out all websites not optimized for mobile. He says that the ubiquitous presence of hand-held devices and the fading away of desktop traffic clearly indicates that mobile search and mobile optimization should be a top priority for digital marketers in 2017.

Smith calls mobile a digital marketing trend that is on the list every year but still deserves to be there. The relentless increase of users accessing the web through mobile means its importance continues.

4. Dedicated apps will find their way

An app offers all the features of a mobile-optimized website but in a more intuitive, convenient, and accessible way. Aggarwa says that Google has offered app indexing, which will certainly bring in advantages to having a dedicated app in the future. He claims that we are still years away from apps completely replacing websites, but that business owners are realizing their potential, and that 2017 will be a pivotal year in mobile app development.

5. Social conversion is coming

In 2017, the online communities will not be bound to company-consumer conversations or attracting new prospects only, Aggarwa claims. Instead, they will provide opportunities to improve conversion rates. Social media will work as new conversion channels and offer tools to convert prospects directly into buyers.

6. Search algorithm will change. And change again

Search engine algorithms will continue to change. With the enormous amount of information being added to the internet every second, Aggarwa predicts that search engine giants will keep on updating their algorithm to decide what content should get priority and rank higher in search engine result pages. He advises you to remain original, informative, and helpful to your audience, and to focus on Facebook’s algorithm and Bing’s algorithm in addition to Google’s algorithm.

7. Online advertising will become more expensive

Following a tremendous growth in digital marketing practices over the last couple of years, the competition for online space and dominance over the internet is going to expand further, Aggarwa says. As the demand for top advertising spots rises, the prices for online advertising will increase.

8. Unique, high-quality content will be the key

Unsurprisingly, Aggarwa predicts that content will remain an essential part of any online marketing campaign in the years to come. The influx of professional writers and video producers will make content marketing more competitive, and there will be a huge demand for niche-based writers who possess knowledge and expertise in their subject matter. What will not change, though, is that it is key to write unique, high-quality, and interactive content that readers can connect with.

Smith calls the success of content marketing a mixed bag, as it has given consumers entertaining, informative content, but it has also seen a lot of rushed content published in the race to expand content volumes.

According to Smith, this increased competition has seen market leaders and innovators look for new ways to engage their audience, and developments in various technologies are helping to drive this phenomenon. For example, Facebook and YouTube have introduced 360-degree video, and some brands have already begun experimenting with the format for an interesting and innovative experience.

Marketing campaigns that push the boundaries cannot be universal, Smith thinks, but he finds it interesting to see how marketers continue to experiment in 2017.

9. Conversion Rate Optimization to offer high ROI

Conversion Rate Optimization (CRO) may not sound like a new term to most digital marketers, but Aggarwa thinks it is time to introduce it on your website and landing pages. Conversion rate optimization helps you track user behavior on your site and identify elements that are producing the highest number of conversions. Instead of allocating a huge budget for advertising, marketers can use CRO to funnel more of their existing traffic into sales.

10. Growth hacking will continue to evolve

Aggarwa says that growth hacking is here to stay and that it will evolve further in 2017. The need for digital marketers to quickly grab their audiences’ attention through social media channels, viral marketing, and organic ads in 2017 will take growth hacking to an even bigger level. I am not sure if I agree with Aggarwa here.

You may wonder why I question this point. I have written a blog on growth hacking, called Growth Hacking Demystified for Entrepreneurs, CEOs, and Startups. In it, you can read that not everyone believes growth hacking is actually a thing. Some people see it as a misunderstanding of online marketing. I am of the opinion that time will tell.