Embed Size (px)
Citation preview
Trend 1
Why we predict these trends
We are a digital marketing and technology agency operating across 35international territories. It’s our job to keep looking ahead for the benefit ofour clients, then applying this to their marketing strategies accordingly.
This document encompasses just 10% of the full story (there’s simply notenough room), so call us, book an appointment and let us come and sharethe full story, it could really help your brand to grow – we’ll even bringcakes!
Welcome to our inaugural digital marketing predictions for 2017
Expect social chat bots tolook and feel human,constantly reflecting thebrand’s image of course!
Trend 1
Rapid developments in A.I.tech will see bots becomecentral to the marketing mix,providing a huge value addand competitive advantage.
Forward thinking brands willwake up to integrating a SocialChat Bot for the benefit of 24-hour real time engagement withconsumers, especially in relationto customer services andproduct sales funnels.
Consumer reliance on botsexpands to; orderingshopping, send breakingnews, train our brains andget on a level with brands!
Expect other major socialplatforms to follow suit.
Social Chat Bots will be embraced by brands and online retailers
Trend 1
“
”“
”
“
”
“
”“
”
Trend 3Trend 2
Twitter continues to struggle withmaintaining its relevance as aplatform, user drop off, impatientshareholders and big losses,leaving Google to pick up abargain and firmly break into thelive data social market.
On completion of thepurchase, expect Tweets totake more prominence onGoogle search results!
Trend 2
Twitter has made recent stridesinto the live video market, whichwhen combined with Google’sYouTube, would provide a healthycompetitor to Facebook.
Google will beat the restAnd buy twitter
Trend 2
“
”“
”
“
”
Workplace By Facebook, with itspremium ‘per seat’ pricingmodel, will alter how colleaguescommunicate with each otherand integrate with other onlinemanagement apps such asAsana and Slack.
Trend 3
Facebook will ultimately dominatethis space because of itsfamiliarity to brands and users –no need to keep logging in toother platforms!
Advertising across Workplace ByFacebook will open a whole newopportunity for brands todirectly target professionals,potentially creating a worthy rivalto the largely unchallengedLinkedIn.
"It's an app, but I think about it more as a way of running a company.”
Mark Zuckerberg
Workplace By Facebook will revolutionise the workplace
“
”
Trend 3
“
”
“
”
Trend 2Trend 4
Ad blocking software has lead toa total loss of global revenue ashigh as $21 billion, meaning ascramble to resolve the issue.
This could lead to marketers offering incentivesto finish watching ads to encourage completionrates.
This means some users may need toendure up to 3 minutes of ads beforethey get to content!
Google will start the rout by penalising adblockers, disabling the ‘skip option’ onYouTube ads when ad-block is detected.
Ad Blockers will become redundant
Trend 4
“
”
“”
“”
“”
Trend 5
Object Based Targeting willpresent itself as a genius way oftargeting adverts at consumers,based on what objects theuser’s camera has in front ofthem.
Object based targetingTrend 5
Snapchat has filed for the patent to the technology, which will see their platform become a wholelot more relevant to marketers in 2017 and beyond – imagine taking a picture of a car you likeand Snapchat serving you an ad for ‘Cheapest Car Insurance’!
“
”“
”
Social media fully embraces Virtual Reality
Watch Twitter enter themarket with 360 Tweets.
Trend 6Social media fully embracesVirtual reality
Trend 6
The combo of moreaffordable technology andmarketers’ desires to createbetter consumer experiencehave caused immersive 360videos’ popularity to rocket.
“
”Next level VR content won’tcome soon enough. Contentto date is extremely limited,but new use-cases will startto appear, particularly inhealthcare and educationthat will have us hooked forsure!
Expect to see Facebook’sOculus Rift integrate with theplatform for a truly immersiveexperience, creating a uniqueopportunity for early adoptingbrands to differentiate.
Facebook integrates FacebookLive to Facebook 360 andInstagram Stories.
“
”
“
”
“”
“”
Trend 7
Smartphones are ruling our lives, so brandsnow need to be addressing their verticalvideo strategies, even if that meansreshooting their best performing content todate.
Vertical video numbers will explode
Trend 7
Snapchat dominated the verticalvideo market up until 2016, butit’s a mystery why when youthink of how we’ve all beenconsuming videos on our phonesfor so long…
“
”
Instagram has quickly followed suit andallowed its users to post portrait andlandscape movies - expect Facebook tofollow in 2017!
“
”
“
”
Expect new and improved search tools which will utilise advanced machine learning to indexmore image and video content. This will only improve their ad serving technology, being ableto improve personalisation and offer you what you want, exactly when you want it!
Trend 8FACEBOOK SEARCH TO RIVAL GOOGLE, BING AND YAHOO
Trend 8
As of June 2016 Facebook wasfacilitating more than 2 billionsearches every single day,increasing 33% in just 9 months.Expect more emphasis on userreliance from Facebook, whoarguably have the advantage offaster news aggregation, overGoogle.
“
”“
”
We, as consumers, will relymore on the cleverintegration of crowd sourcedsocial advocacy (reviews) andmake faster buying decisionsthrough their favourite socialmedia channels.
The Social MARKETPLACE BOOMSTrend 9
Social platforms make it apriority to integrate and improvesmart social commercefunctionality for the benefit ofdrawing in more users, andtherefore advertisers. Many ofthe larger social channelsalready have integrated their‘buy’ buttons.
“
”Pinterest trials its augmentedreality shopping where userscan place virtual objectsfrom Pins in their homes.
Instagram trials its ‘shoppingtags’ service where contentmanagers can tag items sothat when tapped / clickedthey can be immediatelypurchased.
“
”
“
”
“
”
Trend 10
The world’s first VR social networkgets early traction with die-hardtrendsetters and will be eyed byPlayStation and Facebook for apotential acquisition.
vTime impresses early on, bidding war could occur
Trend 10
“
”The world’s first VR social network getsearly traction with die-hard trendsettersand will be eyed by PlayStation andFacebook for a potential acquisition.
Graphics will improve by the end of theyear, allowing for greater personalisationand humanisation of avatars.
Thought leading brands will exploreproduct placement within virtualenvironments. E.g. Virtually ordering aDomino’s pizza.
PlayStation will integrate vTime for thebenefit of their PSVR users as a valueadd away from Xbox and Facebook.
“
”
“
”“
”“
”
Expect social advertisingcosts to increase due to thedemand. This means evenless reach for more cash!
Digital Ads will usurp TV ad dominance in 2017
Trend 11
Increasing numbers of viewersspending considerably moretime watching online videos overTV, means there’s no surprisethat the digital ad space will topits TV rival in 2017.
“
”Brands will start shiftingmore of their advertisingbudgets to social mediachannels, which will continueto prove their worth in termsof reach over TV.
The TV ad industry will haveto start looking at new andinventive ways of offeringgreater value than theirsocial media and digitalrivals.
“
”
“
”
“
”
Once we’re all hooked on watching Liveexclusives on Facebook, expect the network tobe eying up the opportunity to get on yourSmart TV! Facebook has already filed a patentfor their own dongle that would act as a ductbetween your phone and the TV set.
Trend 12Facebook gives more focus to live streaming
Trend 12
In 2016 Facebook started to putpromotional budget behindgetting us all to start livestreaming and reaping therewards for it too, notablygreater reach and engagement.
“
”Expect Facebook to launch more live streamingpartnerships with big broadcasters, adoptingthe Netflix model of streaming exclusivecontent. This will lead the TV ad revolution,bringing even greater profits to the social giant.
Expect brands to start broadcasting uses oftheir products!
“
”“ ”
“
”
From Facebook’s perspective, expect organicreach to be a big fat ZERO for the offendingpublishers. What’s more, Facebook won’t displayads in apps or sites containing content that is fakenews. More tools will also surface that will allow usto report fake and hoax content across its network.
No more fake news… well, mostly!
Trend 13
In 2016, Facebook in particularcame under fire for how theyhandled the US presidentialcampaign’s mass of Fake News,which was said to influence voters.Well, Facebook and Google havejoined forces and are restrictingexposure to certain sites known forpublishing fake news.
“
”From Google’s perspective, penalizedsites won’t be able to run ads fromAdSense, which will hit publishers hard,and where it hurts.
“
”
“
”
Expect a new advertising product to spawnacross Instagram Stories in 2017.
Instagram Stories spawns opportunity for brands
Trend 14
It’s no secret that Instagramstole a page from Snapchat’sbook when they added theirStory feature, which lets theuser see what their favoriteInstagrammers are doing for 24hours.
“
”This is creating a big opportunity forbusinesses to showcase their brands in aprime location on the app.
Large brands like Starbucks, Taco Bell, andJCrew have already been taking advantage,as well as smaller brands like Justin’s PBand HubSpot.
“
”“
”
“
”
Trend 15
This in turn will force marketers whoembrace Pinterest to up their game andfocus more so on pinning videos overstatic photos.
Pinterest introduces video ads
Trend 15
Due to the fact we’re allaccessing more video thesedays Pinterest will see anincrease in the amount of videospinned across the network fromsites such as YouTube,DailyMotion and Vimeo.
“
”This will lead to the introduction ofPinterest video ads, which will be a bigearner for the network.
“
”
“
”
Tagging of friends on Facebook with facialrecognition.
Deep learning technology that is woveninto Facebook’s suggestions, Newsfeedalgorithms and trending topics.
Artificial Intelligence – essential to operation of social networks
Trend 16
In 2017, A.I. is BIG business andis needed to control and managethe increasing amount ofcontent we all create acrosssocial media. Expect socialnetworks to focus their A.I.technologies around some of thefollowing below.
“
”Provide better job matching betweenbusiness and candidate.
Pinterest uses the intelligence of the robotsto boost image recognition andsearch.
“”
“”
“”
“
”
Long tail blog articles continue to align with Google’s searchalgorithms, therefore accounting for a higher percentage oforganic traffic each month.
Many of us are feeling ‘blogged out’, there is so much long andepic content out there covering every topic physicallyconceivable that as marketers we’ll ignore lengthy pieces andsimply try to provide as much information as possible in thesmallest possible space—dense content—to appeal to readers.
Blogs remain as marketers weapon of choice
Trend 17
Surveys suggest that in 201638% of marketers agreed thatblogging is their most importantform of content for business,followed closely by visualmarketing at 37% and videos at21%.
“
”Guest blogging is still verycool and straight out of the‘Good Digital Marketer’sHandbook. It’s especiallyefficient for reaching newaudiences and increasingexposure.
“
”“
”
“
”
Marketers will need to move quickly and drastically to preparetheir tactics for this brave new world. This means addressingmore terms like ‘who, what, where, how’ etc.
Google will be relying more upon their Knowledge Graph as away to both answer and enable better results for voice search,meaning that marketers really need to be focussing onsimplifying their site and making it easier to understand forthe search engine.
Trend 18Get ready for voice searchTrend 18
Personal Digital Assistants on ourmobile devices and desktops willbecome more sophisticated, gainour trust and therefore alter theway many of us carry outsearches in 2017.
“
”Especially start thinking aboutthe content and context ofyour site as well as thechange in voice searchbehaviour.
“”
“
”
“
”
Trend 19
What’s more, Google announced they will no longer beproviding insight into the algorithm updates and changes,leaving us to figure out the changes ourselves.
This news will leave SEO marketers with little more to go onin 2017 than continue to focus on best practice: ensuringwebsites are responsive, fast, mobile compatible and ensurethey contain great content.
Google algorithms go incognito
Trend 19
September and October 2016saw some of the mostfluctuating changes to Google’ssearch results ever.
“”
Will this potentially increasespending fees on SEO to allowmore time to ensure bestpractice?
“”
“
”
“
”
Yet, a staggering 91% of businesses stilldon’t have a mobile responsive website.So expect to see this figure come down to 80%in 2017, which is still high, but leaves thosebusinesses willing to invest in a responsive sitewith a huge opportunity to increase siterankings.
MOBILE IS STILL KINGTrend 20
It’ not surprising that over 60% ofGoogle searches are now takingplace on mobile over desktopsand 40% of us will chooseanother result if the first one theyland on is not mobile friendly.Tech Savvy marketers willtherefore continue to focus on‘mobile first’ in relation to SEO.
“
”It’s clear that marketers will need to focuson ‘the mobile experience’, encompassingmobile keyword optimisation and mobileresponsiveness.
“
”
“
”
GET IN TOUCH
ContactHayden Allen-Vercoe Director
Our web addressorbitalmedia.com
Our number+44 0203 411 9111 (ext. 901)
Get in touch!
