Tendencies that are going to mark digital marketing in 2017

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Image courtesy of startupstockphotos.com at Pexels.com

At ReputationDefender we are aware of the importance of foreseeing the behavior of digital marketing, therefore, we have compiled some of the main trends that are going to mark the future development of the digital marketing industry.

When looking back, it is amazing to realize how much things have changed in the marketing industry. In the past years, the importance of influencing the public through various social media profiles reached unparalleled levels as people without any label or company whatsoever became social media rock stars. It was the case of YouTuber PewDiePie, for instance, who without any marketing strategy (press releases, blogs, etc.) managed to make 7.4 million in 2014 just by playing video games, and went on to hold the biggest YouTube channel in 2015. The reason why people without any marketing knowledge whatsoever can outsmart marketing sages is because they empirically understand much better the community, the channels, and the scope of social media. This is even more impressive when compared to, for example, renowned musicians who have behind their backs a whole team of marketers responsible for their name (brand) management, and yet they still cannot outgrow these empiric social media savants.

Influencing seemed to reach new levels as the degree to which influencers connect with their followers became much higher enabling the public as a new type of PR, for instance, since the number of people who follow these new influencers have exceeded all sort of expectations. It is astonishing how these new social media experts have shortened the gap between theory and practice, and actually many companies and brands can benefit from their modus operandi by engaging much more with them — by establishing any contact with them, or by simply interacting with them, or even advertising through them, a brand’s number of followers can go through the roof. This is, of course, something that should not be done lightly since it might end up being counterproductive if the influencer does not represent or is not aligned with a company’s culture or image.

The future of digital marketing also seems to have forgotten the magnificence of advertising, specially in indie blogs — as of the past year, and with the emergence ad-blocking, the money in indie blogs have dropped dramatically and have ultimately put them at stake. As a digital person, the primary goal must be to treat users perfectly by providing an excellent user experience, nevertheless, ad-blocking and even some geographical blocking (like SoundCloud, which currently works only in the United Kingdom and the United States) have prevented both users and indie bloggers from having a good and rewarding experience.

Another important trend is the importance of video content consuming. Being YouTube the only place where the public can get to see videos online regardless of the platform — no wonder why Facebook acquired YouTube and strengthened its dynamism by almost forcing people to use the video format, if video format is done right, people can actually get to benefit from a lot of free marketing, because that is what platforms such as Facebook or Twitter want users and companies to do: to use a video every time they post something and consequently attaining more organic richness. Bear in mind that a video, although it might seem expensive at first sight, should not be compared in any means to the popular connotation of a video, which is a music video — when releasing anything companies should create short visual content (15 to 20 seconds), just like artists, for example; or the movie industry that releases teasers, trailers; or companies that show to the public that there is something new that is coming (brand, improvement, collection, etc.); think of Instagram and its video app which helps users create sped-up videos so that they can include minutes and hours within a shorter length (apart from being free).

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Aside from influencers and video and visuals, the future might still reinforce the idea of mobile marketing despite the fact that such idea has been hovering around for years; however, and using the example of Pokémon Go, if a company’s content is not readily digested on a mobile device, then that company is in serious trouble. This leads to the (now ongoing) trend of creating content based on a well-specified purpose: why do companies create content? Does it really impact their audience the way they want to? Is there any ulterior purpose behind what companies do or is it just simply a way to keep functioning the sales and marketing department? With more and more apps and channels it has never been this easier to fail at brand positioning in spite of the size of the audience — harnessing the scope of social media, and social media apps, and even video, with a defined purpose will surely help the company attain more significant results rather than just posting whatever content comes to the marketers mind.

The above are just a few trends that might be affecting the future of digital marketing, however, one thing remains immutable: content creation, aside from the content solely related with a company’s products or services, has become more important and even mandatory for those who seek to be proficient in digital marketing.

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