4 Marketing Trends to Capitalize on in 2017
Digital media is becoming the most consumed media when compared to traditional media outlets, influencing the way marketers and advertisers connect with their target audiences.
Here are 4 trends to watch as the digital world grows.
1. Native Advertising
Native ads, advertising that takes the form and function of the content they are adjacent to, are proven to have higher levels of engagement than traditional non-native ads, so it’s not surprising native advertising is on a major upward swing. According to Business Insider, native ads will drive 74% of all ad revenue by 2021 with the largest segment of ad spending in social media.
“It is imperative that marketers include native platforms as a way of distributing relevant content and forming connections that drive long-term consumer loyalty,” says Burdette Ketchum Media Director Lynn Kennedy.
Native advertising establishes connections and loyalty faster than traditional advertising because consumers are more likely to trust the content they are consuming and engage with it.
2. Content Marketing
Creating and distributing original and relevant content are key components of any marketing strategy to establish a brand as a thought-leader in the industry. That’s why 70 percent of B2B marketers plan to create more content this year, according to Content Marketing Institute.
“Content marketing allows brands to become their own media channel and captivate their audiences with engaging content,” says Burdette Ketchum Thought Leadership and Content Director Dawn McAbee. “When done right, it can increase brand awareness, drive preference and create new leads.”
3. Mobile Video
In 2016, video features became available across every popular social channel. People want quick, visual and easily digestible content. According to Cisco’s Visual Networking Index, video traffic will be 82% of all consumer Internet traffic by 2020.
A recent study found that the digital lifestyle has made it difficult to stay focused, with the human attention span shortening from 12 seconds to eight seconds in more than a decade. That’s one second less than a goldfish.
It’s important that videos grab a user’s attention immediately and offer value to keep their attention long enough to convey the message.
As digital and social media continue to explode, consumers are looking to fellow consumers, especially online, to inform their purchasing decisions. These influencers can be peers or people viewed as experts in the industry.
That’s where influencer marketing comes into play. Influencer marketing is the practice of connecting with industry experts to create and produce content to help reach and engage your target audiences who are already engaging with the individual.
This year, according to a recent survey, 84% of marketers plan on launching at least one influencer campaign in the next 12 months.
The dynamics of effective marketing strategies within digital media are constantly evolving, but these trends showcase opportunities for brands and companies to better connect and influence their desired target audiences.
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