The digital marketing industry never slows down. The growth channels, marketing strategies and customer acquisition tactics are constantly evolving. The steady rise of social web has given birth to several new channels and formats to reach out to the target audience.
Although the basics of marketing remain the same – creating a unique message, understanding your target audience, knowing where they hang out – a marketer has to constantly acquire new skills to learn and understand the consumption patterns that keep evolving over time.
(1) The power of Snapchat’s custom geofilter capabilities
Snapchat still remains one of the most effective channels for brands to connect directly with consumers in real and creative ways. My company has effectively harnessed the power of
Snapchat’s custom geofilter capabilities to provide our clients massive engagement with negligible upfront outlay says Andrew Medal of Agenta Beta.
(2) Behavior-based email marketing
Digital marketing in 2017 would be all about segmented & behavior based email marketing. As consumers subscribe to more brands online, the volume of emails hitting their inboxes has only gone up in the past one year. This has resulted in higher unsubscribe rates and lower open rates. Consumers will not pay attention to your email if it is not useful for them. The best way to combat this would be to segment your email list based on consumers behavior and send customized emails that are targeted to specific sets of customers.
For example, if a customer is browsing pages on dual sim Android mobile devices on an e-commerce store, a follow-up email with the best deals on Android devices would make much more sense to this internet user than a general offer email with all the best deals. When consumers notice that all the email communication they receive from a brand is relevant and useful for them, they will pay attention, stay subscribed and take action on the emails.
(3) Viral marketing
In my opinion, 2017 will be dominated with viral marketing. Content marketers should plan for at least one viral content every month. Every viral piece helps in accumulating the social signals that boosts branding and traffic. Even google looks at number of social shares when ranking articles in search engine.
The organic growth would be impossible without investing into viral content in 2017. I am not planning video marketing for my personal finance startup Cash Overflow. Last year only 4 articles went viral – 30 days in Goa, 50 days in Thailand, My Income Report, replacing an out of warranty Kindle. I will invest my time in publishing at least 10 viral articles in 2017.
(4) Usage of visual content to drive traffic and leads
Over the last two years, videos have been picking up slowly to be a part of digital marketing strategy of many businesses and I’m of an opinion that video content creation & distribution (to the right audience) will be one of the most effective growth channels in the coming year.
I had been writing on and off in 2015 that 2016 will see quite a lot of usage of visual content to drive traffic and leads, but from what I have observed and seen in the last couple of months, it appears to be a very strong area that a bunch of businesses will focus more on E2M. In fact, at E2M we plan to invest a good chunk of our marketing budget of 2017 to create and distribute video content.
(5) Video marketing
In my opinion video marketing as a part of content marketing would be a popular and effective inbound marketing channel in 2017. Long form content and info graphics are still popular content choices, however with low attention spans, video marketing is becoming the best bet for users on the run.