For better or worse digital and social media became even more of a hot topic in 2016 with incredible advancements and debates stealing the headlines.
The digital and social media landscape moves at a rapid pace which means businesses need to stay on top of the forth-coming trends to evolve their marketing strategies effectively.
So, what’s in store for 2017?
1. Less words, more pictures
As we edge closer to mimicking the predictions of George Orwell’s 1984 – words on social media will become increasingly limited with a preference for visual communication. Whether that is using emojis in search, facial recognition instead of passwords or video chatting with a customer service team.
2. Trust in social media newsfeeds will decline
The US election came as shock to Hilary supporters and we heard the words ‘but everyone I know voted for her!’ The same happened with remain supporters here in the UK who were baffled that the country voted to leave.
This haunted us until the penny dropped that for most of us, our primary news source is Facebook and Twitter. Which means, due to social media algorithms giving preference to content we have previously engaged with, the articles and opinions we are exposed to are similar to our own.
In 2017 social platforms will react to this but it will take years to effectively address. It will however, shake up our acceptance of the content we see with trust in social content dropping, especially for millennials.
3. Mobile first
For the first time in history, mobile overtook desktop in terms of web traffic. In 2017, we will remain addicted to our mobile phones and expect more from brands and services as a result. As a minimum websites need to be optimised with mobile user experience in mind with mobile payments and app integration becoming increasingly common.
4. Hyperlocal influencer outreach
The Zoella’s and Tanya Burr’s of the world will still be cashing in on their multi-million pound endorsements but brands will start to think more locally when it comes to blogger and influencer outreach.
When it comes to driving footfall, product engagement and grass roots influence local and hyperlocal influencers hold the key to targeted engagement. This year we spoke to Campaign Magazine about our work and success with hyperlocal influencers for our clients.
5. Experiential social media execution
We’re in an information-overload, product saturation period where consumers are beginning to increasingly place more value on experiences. We’ll see more live and real time content on social media bringing consumers closer to the action as well as further digital incorporation during events such as Virtual Reality.
The pace of change can be overwhelming especially if you have little time to invest in marketing. The key is to remember you don’t have to do everything. Understanding your audience means you can hone in on their key digital behaviours and be where they are.
When you’re deciding what your focus should be for 2017, profile your customers digital daily cycle and identify where the most appropriate place is for you to reach them.
It’s better play to your strengths and execute one idea well than attempting several and failing to complete it.
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