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2017 – Digital Marketing Challenges

We are approaching the end of 2017 and we have organizations facing more difficulties in the field of digital marketing. With revenue and growth being priorities for all businesses, 75% of marketing professionals have focused on converting leads and more than half are prioritizing rising numbers in traffic to the website. As social platforms have a way of their own when it comes to growth, technologies continue to evolve. One example would be Snapchat, launched in 2012 and dominating headlines year after year and raising nearly $650 million in funding. So strong was the belief in their concept that they rejected a $3 billion offer from Facebook. This shows the strength of digital where customers and technology do not just rise, but skyrocket. Hence, marketing activities need to keep pace with the application of these technologies along-with the development and knowledge sharing of these activities.
Here are some trends to look out for in the coming year-
1) In-Store Marketing
This may not be a branch of digital marketing, the relationship between online and physical sales methodologies is expected to come closer. With smartphones dominating the world, 80 % of millennials use their mobiles in-store and 75% are willing to receive location-based mobile notifications.For organizations with optimized mobile strategies, capturing customers through digital techniques when in store will provide a great means of conversion. For retailers to compete with the likes of Amazon, they must provide shoppers with a unique experience with customized engagement. When leveraging this location-based marketing through the retailer’s mobile app , traffic is driven through relevant and contextual mobile marketing. Another example of this is mega store Target. They launched a reward app to present customers with special offers as they walk through different departments within their stores. Using state of the art beacon technology, placing relevant offers into the hands of their customers is now an easy task
2) Live Videos
Consumers are now savvier than ever and tuned into their digital surroundings seemingly having a desire to connect with brands and follow their articles. Online video covers 50 % of online traffic and 2017 has only seen a rise in any activity related to video, be it sharing or creation. New platforms also make it easy for brands to connect with fans and followers and get also their message across by streaming live videos. In early 2017, BuzzFeed broadcasted a Live video on Facebook where people placed elastic bands around a watermelon, eventually causing it to break. Calculations were made and it appeared that audiences had tuned in for 40 minutes on an average, without even realizing it.
3) Outdated Social Content
As social media consumption rises and big players monopolize the market,significant changes in social from next year are expected. Facebook bought WhatsApp and Twitter purchased Periscope. As social becomes increasingly consolidated, the way in which they operate may change, and it’s up to marketers to keep an eye on these changes and remain ahead of the game. With expiring digital content, brands and businesses have a means of crossing the noise and clutter, while gaining the attention of target audience without spending too much. To create a sense of urgency, a photo sharing platform gave customers a limited period to view content before it disappeared. This consisted of 10-second videos that disappear after a single view and then connected to other major stories. Another photo sharing platform copied the idea and the tactic proved to be immensely successful, but the 2 platforms ended up nursing a bitter rivalry. Expiring content is now an effective means of advertising and is ready to conquer.
4) Wearable Mobile Devices
Presently, we have have more devices than people in the world. So it should be easy to understand the importance of smartphones and marketing on the same. There are currently 7.22 billion active mobile devices in the world – that’s more technology in the world than people, so it’s easy to understand the importance of smartphone marketing and its relevance to an organization. In 2015 the wearable market exceeded $2 billion, 2016 saw almost 3 billion and is expected to reach over 4 billion in 2017. Similar to the emergence of mobile, businesses will have to develop existing websites and other platforms to suit the needs of any average wearable device user, and optimize them for small, interactive screens to ensure a quality user experiences and sales.
5) Interactive Content
According to marketing experts, interactive digital content will enter its own in 2017. In the current landscape, engagement is an important metric and marketers become successful when the audience not only consumes but also enjoys and interacts. This would provide propulsion to interactive content, going ahead. Interactive content will generate conversions around 70% of the time. It also works towards educating buyers . By its very nature, interactive content engages in an activity, like answering questions or exploring scenarios. Apart from being a great way to capture attention, individuals have to think and respond.
Digital technology only gets more sophisticated and the scope for brands to engage with consumers is endless, which is going to prove even more valuable in 2018. We help customers to set-up the required infrastructure for digital media work. Such infrastructure includes – getting a basic digital presence in place, defining roles and responsibilities, configuring or implementing digital media management & measurement tools, agreeing upon collaboration, escalation, approval and other process steps necessary to execute the digital media work.

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