Imagine you have to start a business. The clueless you about the big bad corporate world and the investment money sinking down, how likely would you invest in kind of marketing that fails to convert to a sale?
This doesn’t indicate the fact that we will be cutting out marketing expenses from our budget. So how does it work? What should be the course of action? How do we start and where do we start?
Digital marketing is a booming marketing segment but it too comes with its limitation. One must always be prepared and should understand whatever way we are investing in the capital would be beneficial or not.
To have a successful campaign one must be aware of the marketing trends. To overcome this situation one would always have this urge of travelling into the future and get the idea of the trends. This way one would get to know of the technologies that would end up.
This would help one in realising the impact of it on their marketing and would save from wasting time and money. This future insight would let us have an idea of our target audience and would give one time to make plans to engage with their target audience, thus having a cumulative response from the audience and adapt to changes accordingly.
For one thing that we don’t have is a time machine and unfortunately, we can’t travel into future. We surely can have certain things put forward to understand and predict the latest online marketing trends for 2017.
1. Data Driven Decision
Firstly, how do you intend to make decisions without the actual data and figures in hand? Would it be like driving to some place taking an abandoned road without the GPS? Can you feel the horror?
So, how do we take Data Driven Decisions? Many people tend to go by their intuitions. Well, running a business and taking decisions based on your intuitions would be like, If I should buy stocks of a company that’s breathing its last? My gut feeling starts to tell me after I invest in the stock options it will shoot up, but going by the data the market of the company crashes completely.
Also, how to choose the data? Data should be based on facts rather than being an opinion. The decisions that would arise from the analysis of data about or from our customers and the marketing insights is what Data-driven Marketing is.
The decisions could vary largely based on your project or the type of marketing campaign you’re running. If the decisions rely on the data, it helps us to understand the growing trend and accordingly enables us to invest our money and time in it.
Data-driven Marketing is understanding and collecting data in totality that helps keep track of our progress. It would let you take informed decisions, track all kinds of records, be it in any form. It also gives the flexibility to choose from the area of interest.
With the growing trends, more data-based decisions would be taken by the marketers. This is going to slowly turn the art of marketing into a science. The analytics that the Google Analytics and the other tools provide, you can track website visitors, CTA clicks, bounce rate etc gives marketers an opportunity to scientifically analyse if something is working or not.
Some examples of these data-driven decisions are:
-What should be the colour of your call to action button?
-How much text should we use on a landing page?
2. Personalized Campaigns
Creating an understanding is far more important as to what exactly is a Personalised Campaign or Personalised Marketing? It is to put across simply a more sophisticated idea of targeted marketing, creating customer specific messages. Which would more likely be an automated process that uses computer software to create individual messages and to build customer specific recommendation engines instead of company specific?
All in all, it’s a development of an understanding of customer’s requirements and be able to provide results based on such specific instructions, choices and precision.
The next big question that pops up is on how to show your content to your target audience?? For that, you should understand and create a buyer persona of your audience and then plan your ad campaign.
– Music listening apps like Spotify & Pandora allow their users to create personalised playlists.
– Amazon recommends products according to the interests of the users.
Why do we need Personalised Marketing? It helps in increasing the customer engagement and to stand out from the competitors, by providing the client with a personalised experience. The more refined and relevant the content, as per the likes and dislikes of the customer, the better it is. This helps in winning the customer loyalty and increases brand awareness.
3. Native Ads
As we move further, how about we try to form an understanding of What Native Advertising is? Native Advertising is often used by content marketers and is a type of paid media.
Native advertising is a kind of advertising that camouflages itself to the form and function of the platform it is appearing on. Let us bring this concept across in such way it creates an understanding of exactly what native advertising is and how is it beneficial for us?
Native ads are designed in such a way, that they merge and appear to be a part of the website publication, without interrupting with the user interface of the website.
Native ads are typically the promoted feeds that appear on our social media pages like the promoted tweets, suggested posts on Facebook and other content recommendations from various content discovery platforms.
Many brands relied on traditional display ads but eventually realised that native ads had higher CTAS.
Many people are unaware but reading a native ad headline gets much higher rates of consumer attention rather than the banners and images. If we get a user to engage even once in our native ad experience, we can then keep them informed with the relevant display ads that would stand much higher chances at being effective.
What we need to keep in mind is that the consumers are saturated with the advertisements and have developed an understanding to recognise one from miles away. Moreover, let’s face the truth, the consumers don’t trust the information they receive from within the ads, as the source of information is not reliable in such kind of ads.
Native Marketing, then came to our saviour that helped us to address both the issues simultaneously, As native ads make the marketing ads look like and sound like the part of the editorial content.
This characteristic of native ads helps in following ways
1) Higher chances of ads to be watched listened and read to.
2) it has high chances that the consumer tends to trust the brand as much as the publisher.
In 2011 around $11 billion was spent on the native ads and is estimated to cross the $17 billion mark as people have turned smarter and are using a plug-in like Adblocker to see the fewer traditional Ads.
As we see the current online marketing trends progress, we are certainly heading somewhere right in the path of Marketing. Native Marketing has revolutionised the whole concept of how we see and perceive our Ads today. Who knows what the Future digital marketing trends would be? For all we know, maybe this is the future.
4. Responsive Design
People today have this misconception that responsive design means a mobile friendly website. A responsive design is the one that fits into any device on which internet can be used. Google now considers responsive design as a ranking factor.
It would be next to impossible to specifically design for every new screen size, different pixel, resolution of the screen that is kissing the market every now on then. What do we do then? How do we address and tackle such a complicated situation? The answer lies in the simplest way possible, with our “Responsive Design”; we should be ready to worry less for the future while working today.
Responsive Design helps your website adapt to any device a user is viewing it on. It is an approach to creating web pages that use flexible layouts, flexible images and cascade style sheet media queries. It helps us to build web pages that detect the screen size and orientation of the visitor of the website and change it accordingly.
Technically speaking, it is a mix of a combination of flexible grids, flexible images, and use of CSS media queries. The technology should be so responsive that it should immediately identify when a user switches from one device to the other, it should automatically accommodate to switch according to the new device’s resolution, image size, and scripting abilities.
We should not limit our idea of responsive design to just be able to adjust screen resolutions and automatically resize images. It is rather a whole new approach to how we think and design.
Maybe, we are living and heading towards a whole new advanced and sophisticated way of Future Digital Marketing by including a bit of this and that of what the current market trends are. As of now, these are the Future Marketing Trends we can predict for 2017. For rest, maybe we are shaping ourselves a further advanced Form of Digital Marketing. However it may seem, it looks we have a really bright Future of Digital Marketing.