From mobile marketing to social media, here are Bill Michelon’s top 2017 digital media trends:
Mobile marketing has been among the top digital media trends over the past few years. However, smartphone conversion rate still lags behind tablet and desktop conversion rate. For instance, Adobe’s 2016 Mobile Retail Report, based on a survey of 100 retailers across America, reveals that smartphone cart abandonment rate was 84% in 2016. By comparison, cart abandonment rate for tablet and desktop was 78% and 74% respectively.
Similarly, smartphone visit conversion rate during that period was 1%. Whereas, the rates for tablet and desktop were 2% and 2.8% respectively. The report further states that some of the reasons why consumers prefer a tablet or desktop to a smartphone include ease of navigation (30%), larger displays (26%) and ease of use (16%). Fortunately, a business can employ various strategies to boost their smartphone conversion rates. For instance, adaptive mobile web design can help your business reduce load times and deliver targeted content and CTAs for users.
Big Data and Analytics
Ovum, a market research firm, estimates that the big market will grow from $1.7 billion in 2016 to about $10 billion by 2020. Investments in predictive analytics and machine learning will contribute significantly to this growth. This is because companies are increasingly investing in technologies capable of analyzing the data generated by their customers with the aim of understanding and anticipating consumer needs and demands. In 2017, marketers will increasingly use data mining techniques, predictive analytics, and machine learning to create personalized experiences based on clients’ omni-channel data. This type of experience will likely be a key differentiator in 2017.
You need to create fresh and valuable content consistently to rank on the first page of SERPs. Appearing on the first page is a big deal because, according to the Search Engine Journal, 95% of web users only view the first page of SERPs. This means that if your content falls beyond the first page, it is unlikely to attract many views. Fortunately, a solid content strategy can help you attain first-page ranking. At this point, it is worth noting that over 40% of marketers lack a coherent content strategy, according to a recent CMI report. With that in mind, consider the following content marketing trends when creating your content strategy:
According to HubSpot, visual content is by far the most shared content on social media platforms. In fact, content with relevant images receives up to 94% more views compared with content without such images.
This type of content is important for various reasons. First, research shows that consumers perceive user-generated to be more trustworthy. Second, it helps to create awareness, which is an important step in the sales process.
Research shows that influencer marketing is up to 11 times more effective than traditional advertising.
Social media has become an indispensable marketing tool for brands. However, it has been consistently evolving in response to new technologies such as mobile devices, as well as to improve the user experience. In 2017, social media is likely to be significant changes in the social media space. For starters, the renaissance of Snapchat will likely to present new opportunities for marketers. For instance, Snap, which is the company’s new name, intends to introduce innovative products such as real-world glasses that users can use to capture first-person visual information. Second, live video streaming and 360 images will become increasingly commonplace, providing users with a more immersive social media experience. Third, new channels of communication will emerge, providing companies with new ways to interact with consumers.