1. Mobile and wearable marketing
Mobile marketing has been a major topic for the past several years, as mobile device use has exploded. Phones are evolving and companies like Google and Facebook are adopting a mobile first approach. Wearable devices have advanced this technology further, although its success is currently in question as growth slows. Marketers are catering to these on-the-go experiences through local optimisation and greater attention to apps and advertising opportunities compliant with these devices.
2. Increased emphasis on personalisation
In an environment flooded with content, customers are aware of brands’ marketing messages and they actively fight against feeling manipulated. As a result, more online marketers are pushing the technological and logistical limits of personalisation to provide unique and customised experiences. Advertisers are using interactive features, variable content and individualised recommendations on repeat visits, as well as utilising personalised ad formats.
3. In-app marketing
Users are beginning to rely on apps almost more than traditional websites and the media giants are responding. For example, Google released an app streaming feature allowing users to access unique app functionality within search results—even if they don’t have that app installed on their device. More businesses are developing apps, and once developed, they’re doing more with them. Mobile web activity may soon be replaced by an almost in-app like experience without the user having to download it.
4. Increased purchasing points
The increasing amount of buying points creates new advertising opportunities for online marketers. For example, social platforms have introduced in-app shopping and shopping on Google has become better integrated with the search experience. This doesn’t exactly help the fact that consumer decisions are becoming more complicated, but it does give marketers more opportunities for conversions even before users reach their websites.
5. Greater campaign integration
The increased pressure for greater campaign integration is forcing online marketers to feed all marketing strategies into one main objective, rather than viewing each separately. Part of this stems from increased technological sophistication, allowing for the development of software that tracks many different channels and strategies at once. We predict this trend will continue over the next 12 months and become fundamental to clients strategies moving forward.
Using new technologies to reach target audiences in innovative ways, as well as via traditional formats, provides a holistic and well-rounded approach to digital advertising. By adopting the above strategies into our plans and accounting for how they’ll change consumer behaviour in the year ahead, we will be better equipped to achieve the goals of our campaigns in 2017.