Dm predictions 2017

Delivering excellence in search

Digital Marketing Predictions for 2017

DIGITAL MARKETING IN 2017Digital marketing has once again courted many column inches of publicity in 2016. Businesses have spent many millions maximising their online presence to promote their services and products; this has then been advanced on through various social media outlets and through paid and organic search. But what do we expect 2017 to deliver?

While it’s almost impossible to believe the internet will be able to gain any more prominence in our lives, this will undoubtedly be the push for 2017. This year has seen many updates to search algorithms and 2017 is sure to follow this trend. The big question remains, how will users and the search engine giants alike give preference to the huge amount of data available on the internet?The online marketing industry is large, complex, and volatile. The sooner you deliver a prominent message to an internet user, the better you can stay ahead of your competitors. One thing is certain: smaller SME businesses will increasingly find it harder to compete with the big boys and therefore they must get smart with their online presence!Over the pages that follow are 7 different areas that we believe will make a difference to your online marketing campaign throughout 2017.


DESKTOP WILL SLIP TO MOBILEWe all know that 2016 was a big year for mobile!We have seen how Google’s many updates targeted websites that were not optimised for mobile. The massive trend of smart phones, and the fact that mobile connectivity has drastically increased in strength has meant desktop traffic has slipped. Google has informed us that in January, for the first time, they intend to split their index between mobile and desktop. This indicates that the ongoing trend of all things mobile, will only continue through 2017. Mobile-focused internet marketing should therefore be a top priority for digital marketers throughout the year.


1

ALGORITHM CHANGE WILL CONTINUE

As we have already said, 2016 has seen massive change in search algorithms. No matter what our personal views are on the subject, this trend will undoubtedly continue through the year ahead. With an enormous amount of information being added to the internet every second, the search engine giants continuously update their algorithms to decide which content should gain priority and rank higher in results listings.Any optimisation strategy must be unique, on-theme, and informative to your audience. We must also not forget that Google is not the only giant in the workplace! There’s also Facebook and Bing to name but two.


2

CONVERSIONS & SOCIALWe all know how important social media has become. Businesses rely on this platform to give their products and services reach, however, 2017 will see this reach begin to result in conversions. We have become used to e-commerce websites understanding how important conversion rates are. Social media will work as our new conversion channel and will therefore offer tools to convert prospects directly into buyers.


3

CONTENT IS STILL THE KING!Content has for some time been referred to as the ‘king’ in digital marketing terms. But do not be fooled, unique quality content will make the difference between success and invisibility. Content marketing will only ever become more competitive, with many professional writers and video now competing head to head. Content will therefore remain an essential part of any online marketing campaign throughout 2017 and indeed for years to come. The key will be to write unique, quality content that readers can connect with. Also, there will be a huge demand for niche-based writers who possess knowledge and expertise in their subject matter.


4

VIDEO AD’S ARE COMING TO SERPS!

We all know that YouTube and Facebook have forever utilised the strength of video’s in advertising. Now that Google is entering this image rich world with in-SERP video adverts be prepared for this form of advertising to change how everyone uses Google search - this may well change the whole spectrum of online advertising!As searchers get used to seeing video ads in Google then we may expect different types of video ads popping up on our screens very soon. This is a definite area to keep an eye on.


5

DEDICATED APP’S WILL GROW!A dedicated app offers all the features of a mobile-optimised website, however this is delivered in a more accessible, convenient, and intuitive way.Google now offers ‘app indexing’ which will certainly bring advantages to having a dedicated app in the future. Although we are a long way from apps completely replacing websites, business owners are realising their true potential.2017 will therefore be an important year in mobile app development.


6

QUALITY ADVERTISING WILL BE COSTLY!

The competition for online space and the success that dominating search for your products and services brings, means that optimising your online presence will only ever grow in its importance. Of course we have witnessed tremendous growth in digital marketing over the last few years however, ‘cheap’ practices and no win no fee services will fall in success and those that implement these types of campaigns will slowly but surely fall behind those that take this market serious. As the demand rises for the top page in SERPs, then it is only unique quality that will truly work, and this undoubtedly costs! While some marketers believe that PPC will fall in importance and SEO will continue to support any overall strategy, there will only ever be more alternatives to ruling the web.


7


• Quality is the word. • Do not forget how important unique

content is. • The importance of mobile must be

utilised. • You need a combined strategy.• Do not forget your customers, how

do they search?• Always look for the next opportunity.• Get the visitors but make sure they

convert!

WHAT DOES THIS ALL MEAN?

SO, HOW DO WE OPTIMISE?


CODE

SEO

CONTENT PPC

SOCIALCRO

MOBILE

• A true strategy understands all elements.

• You may not use them all.

• But they will all inform each other.

= Maximum ROI

WHAT ELSE DO WE PROVIDE?


SOFTWARE

Websites

MOBILEApp’s

Its easy really, if its on the Internet then we can provide it;

• Website design & delivery.

• Mobile app design. • Software for business.

If you have an idea then we can deliver it!

* Don’t forget – the design is only a small part of your Internet use, its our support that really makes the difference!

ANY QUESTIONS THEN PLEASE SHOUT!

Thank you

Stephen Dart / [email protected] 129442 / 0203 633 2733
