In a globalized world that never slows down, it is never too early to start thinking about how marketing trends are going to evolve in 2017. It is no small coincidence that those marketers with the foresight to plan, anticipate, and adapt to the seemingly ever changing trends of the digital age also happen to be those marketers who consistently rise to the top of their respective industries.
So… where should marketers set their sights in 2017? Look no further than the growth of mobile.
1. Smartphone as the hub for your life
Our mobile devices are becoming the remote for all of our connected devices thanks to the Internet of Things (literally, as you can now use your smartphone to change your TV channels). This trend gives marketers a clear focus—keep your eye on the smartphone prize, because it will be your window into all other new and emerging devices such as smart watches.
2. Mobile Search
One of the most important factors is that your business is visible via mobile search. Confirm that your website is responsive, meaning it automatically adjusts to the device being viewed on. This will help your rank with Google and ensure you don’t lose customers over poor functionality.
Your next course of action involves identifying key mobile word searches for your industry. What questions are potential customers typing into their mobile searches that your product or service can fulfill?
Once you identify the search questions, you can determine how to deliver the content-based solution.
3. Many channels, many devices, one customer
Marketers are going to get better at leveraging identity to tie a user to all of the devices he or she uses (latest average is five, according to the DMA) in addition to the different loyalty programs for which they are signed up offline. Technology will continue to emerge to give marketers a unified view of their customers across all channels and devices.
4. Mobile-Only Social
We all know how big social platforms are, but mobile-only social apps continue to rise in popularity. Periscope, Snapchat, Instagram and others should be part of your mobile marketing strategy. Make sure you’re always monitoring your social channels (either live or via social listening tools) and tailoring your message accordingly.
Don’t post the same content at the same time across all platforms. This leads to message fatigue and is the quickest way to lose subscribers. Connect with your followers by posting in-the-moment pictures and video that reflects your brand philosophy, experiences and attitude.
Marketing trends will come and go, but to capitalize on growth, you must stay current. Mobile will continue to expand in pervasiveness, so be sure your business is well supported.