As the new year commences we have a look at the trends that are set to influence marketing strategies in the year ahead.
The Virtual World
Just before Christmas 2016, Pokémon GO announced that since launch, the worldwide Pokémon GO community had collectively made 200,000 trips around Earth, evidence that the real and virtual worlds are merging! In 2017, it’s likely that marketing campaigns via augmented and virtual reality will start to make inroads for brands, driving campaigns and altering spend and strategy. Technology such as chatbots, personalised online assistants and home devices such as Amazon Echo, allowing consumers to navigate in an increasingly complex world providing in-the-moment, engaging brand experiences.
2017 might be the year that shifts the focus from the millennial demographic to Generation Z, people born between 1997 and 2011, estimated to count 2 billion members. These are the consumers who know nothing of the pre-digital, pre-multichannel world. This generation has grown up with instant response as an expectation. We can count on at least three platforms we’ve never heard of rising to social prominence next year that embrace faster, more pictorial, and more spontaneous ways for this group to bond with.
Voice interfaces will continue rapid expansion in 2017, particularly with the launch of Pixel, Google Home and Alexa’s continuing improvement.
Brands that aren’t in some way embracing the different interactions afforded by voice when compared to touch will lose out as it becomes more ingrained in consumer behaviour and starts to dominate specific types of interaction, such as commands, searches and questions.
Accelerated Mobile Pages (AMP)
Google’s Accelerated Mobile Pages (AMP) project was launched in 2016 and is predicted to influence marketers’ content strategies even further this year. The project allows publishers to build pages that load quickly on mobile and figure highly in search results. It’s a further demand from the search giant for brands to offer responsive design for mobile, and those that can commit will reap the rewards of increased visibility. For everyone else there is likely to be a second-wave scramble to play catch-up. Whatever your budget, the battle for search is now firmly being waged on mobile. If your organisation only has an online marketing strategy rather than a mobile one, it might be time for a rethink.
Niche Content Curation
For a few years now, marketers have sought to extend reach and engagement through courting online influencers who can act as brand ambassadors. As we find ourselves awash with more information than has ever been available to us we simply can’t process it. Thus, we’ve increasingly come to rely not just on curated information, but on the people we most trust to curate this information for us, in a way that resonates with our lifestyle, interests, and values. In 2017, consumers will be on a mission to find peer specialists with niche expertise to filter recommendations that meet their needs in a focused and customized way.
Images and Videos Rule
The use of images and videos have significantly surged over the past six months, and consumers, particularly those in the Millennial and the rising Generation Z segments have seriously embraced this medium in order to gather and share information. Brands will be looking for new visual platforms to launch in 2017 as consumers gravitate toward authentic, live-action, visual storytelling.
As mobile devices continue to dominate our lives be it photography, alarm clocks, social media platforms, music, audio books, they’ve transformed how consumers communicate and share information. Our phones and tablets are 24/7 companions. This year mobile dependency will, like it or not increase as more usages emerge. Businesses that do not consider this impact and deal with it intelligently, may well be left behind.Share this