Digital Marketing in 2017 - Adapt to Survive
Conventional digital marketing has pretty much reached a plateau. More so with the ever changing consumer behaviour – devices used, content formats consumed, short attention span, demand for newer technology, and so on so forth. Digital marketing has a lot of surprises in store for us; from the evolving world of artificial intelligence, to expectations of instant communication. Here’s a take on the social and digital marketing horizon in 2017.AI Solutions Paving the Way into a Brave New World
In 2017, brands will be at the behest of Artificial Intelligence. This current trend with startup brands as well as data analytics identifies applicable AI solutions as a way for consumers to navigate in an increasingly complex world of brand communication. From advanced electronics applications to precise analytics that predict consumer needs as they arise, AI is on the way, in a big way.
The New Normal for Gen Z - 'Instant'
For the new-age consumer who has grown up surrounded by social media and technology, expectations of instant communications and entertainment become inevitable. They naturally get attracted to instantaneous social channels such as Snapchat, Instagram, or the new social app Musically. This on the other hand is also a major downside. We can count on at least three unheard of platforms rising to social prominence this year that embrace faster, more pictorial and more spontaneous ways for Gen Z to bond with.
Niche Curation – Yes; Information Overload - No
We find ourselves awash with more information than has ever been available, and we simply can’t process it. As a result, we’ve increasingly come to rely not just on curated information, but on the people we most trust to curate it in a way that resonates with our lifestyles, interests and values. In 2017, consumers will be looking for peer specialists with niche expertise to filter recommendations that meet their needs in a customized way.
Mobile Devices Shaping On-the-Go Consumerism
We will now see the emergence of a new ‘electronics evolution’ with innovative technology and apps for mobiles. As these devices offer smarter, faster and more intuitive information, they will become an intrinsic part of our daily patterns and connected culture, and dramatically influence consumers at the point of purchase. Mobile devices will emerge as
shoppers’ most valued shopping partner as consumers check them for recommendations from their network of trusted advisors while fact checking product details.
Social Influencers will Rake in the Moolah
We’ve already experienced the impact made by our peers, specialists and trend-spotters in our purchase decisions. As we move into 2017, we will only further entrench ourselves within the social web, immersing ourselves in increasingly diverse and broadening circles of discerning opinions. While diversifying, specializing and growing; these influencers will powerfully inform and guide us in our consumer decisions.
Social Listening to Brand Revolution to New Product Development
As consumers via social media, we all have a say in making marketing decisions by brands by sharing our needs and priorities through direct feedback and our purchasing choices. Brands need to take cognizance of this and revolutionise their products. This has a greater impact on consumer-facing industries. In the coming year, brands will become even more attuned to the needs and priorities of the consumer and increasingly shape their product offerings around the latest lifestyle trends.
A Big No to Intrusive Marketing
Intrusive banner ads and disruptive brand messages are losing their sheen. Gen Z don’t want brands aggressively pushing their way into social media feeds; whether on Facebook, through promoted Pins or Tweets, or paid-for Snapchat stories. As consumers seek to learn more about new products on their own time, they expect continued resentment over intrusive marketing to deepen in 2017. Consumers will continue to vote with their feet ‘walking’ away from social platforms that inundate them with brand marketing. Similarly, the tone and content of ads needs to be geared to the new Gen Z paradigm: fast, smart, sassy, and relevant.
Influencer Marketing - The Fundamental Brand Strategy
Almost all brands recognize Influencer Marketing as the industry’s ‘go-to’ strategy, but they struggle to know how best to leverage it and measure it from the perspective of business results and attribution modelling. In 2017, these influencers will establish themselves as defining voices in consumer marketing, as brands concede advertising control and look to passionate brand advocates to sway consumers on social media.
Consumer Tethering to Mobile Devices Tightens
Mobile devices have transformed how consumers communicate and share information. Mobile devices have taken over photography, replaced alarm clocks, and continue to provide on-the-go access to favourite social media platforms as well as music and audio books. Our smart phones and tablets have become 24/7 companions. This year, consumers will continue to ratchet up their mobile dependency as more usages emerge. Retailers who do not consider the impact of this sea change and deal with it intelligently will be left behind on shore.
The Year When Images & Videos Rule
Visuals and videos have truly surged over the past six months, and consumers – particularly those in the Millennial and the rising Gen Z – have truly embraced pictures and videos as a way to gather and share information. We need to look for new visual platforms to roll-out this year to accompany existing ones, as consumers gravitate toward authentic, live-action, visual storytelling.
We need to look for new visual platforms to roll-out this year to accompany existing ones, as consumers gravitate toward authentic, live-action, and visual storytelling
Social Influencers will Rake in the Moolah
We’ve already experienced the impact made by our peers, specialists and trend-spotters in our purchase decisions. As we move into 2017, we will only further entrench ourselves within the social web, immersing ourselves in increasingly diverse and broadening circles of discerning opinions. While diversifying, specializing and growing; these influencers will powerfully inform and guide us in our consumer decisions.
Social Listening to Brand Revolution to New Product Development
As consumers via social media, we all have a say in making marketing decisions by brands by sharing our needs and priorities through direct feedback and our purchasing choices. Brands need to take cognizance of this and revolutionise their products. This has a greater impact on consumer-facing industries. In the coming year, brands will become even more attuned to the needs and priorities of the consumer and increasingly shape their product offerings around the latest lifestyle trends.
A Big No to Intrusive Marketing
Intrusive banner ads and disruptive brand messages are losing their sheen. Gen Z don’t want brands aggressively pushing their way into social media feeds; whether on Facebook, through promoted Pins or Tweets, or paid-for Snapchat stories. As consumers seek to learn more about new products on their own time, they expect continued resentment over intrusive marketing to deepen in 2017. Consumers will continue to vote with their feet ‘walking’ away from social platforms that inundate them with brand marketing. Similarly, the tone and content of ads needs to be geared to the new Gen Z paradigm: fast, smart, sassy, and relevant.
Influencer Marketing - The Fundamental Brand Strategy
Almost all brands recognize Influencer Marketing as the industry’s ‘go-to’ strategy, but they struggle to know how best to leverage it and measure it from the perspective of business results and attribution modelling. In 2017, these influencers will establish themselves as defining voices in consumer marketing, as brands concede advertising control and look to passionate brand advocates to sway consumers on social media.
Consumer Tethering to Mobile Devices Tightens
Mobile devices have transformed how consumers communicate and share information. Mobile devices have taken over photography, replaced alarm clocks, and continue to provide on-the-go access to favourite social media platforms as well as music and audio books. Our smart phones and tablets have become 24/7 companions. This year, consumers will continue to ratchet up their mobile dependency as more usages emerge. Retailers who do not consider the impact of this sea change and deal with it intelligently will be left behind on shore.
The Year When Images & Videos Rule
Visuals and videos have truly surged over the past six months, and consumers – particularly those in the Millennial and the rising Gen Z – have truly embraced pictures and videos as a way to gather and share information. We need to look for new visual platforms to roll-out this year to accompany existing ones, as consumers gravitate toward authentic, live-action, visual storytelling.
