Top 5 Marketing Trends for 2017 and How to use Them

by Jan 18, 2017Marketing

Top 5 marketing trends for 2017 and how to use them

It’s that time of year again! The time when organisations re-look at the previous year and re-strategise for the current year. A time of fresh starts, new beginnings and reaffirmations of a brighter future. For the marketing department, a new year means evaluating how successful their campaigns were in the previous year, and developing more unique content in the current year.

To start off your year, we will help you with the top 5 marketing trends you should expect to see in 2017. We previously advised that businesses should do four things to start their year off with a bang. Click here to read more.

Live Video

We have seen a rise in live video marketing since 2016 with platforms such as Facebook, Twitter, Instagram and YouTube, all embracing this trend. Media firms streamed over 5000 live videos on Facebook in a one-month period in 2016. Companies streamed six times more live videos by the end of the year than in the beginning. This is a trend that seems to keep rising.

Why is this?

There’s something about watching something live that gets people interested. I suppose it’s the feeling of knowing that everything is genuine and unedited. Nevertheless, we expect this trend to expand even further this year with influencers jumping on board to produce sponsored live videos.

How you should use live videos: These types of videos are great for short content. How to’s, quick tips, and Q &A sessions work well for live streaming. We also recommend collaborating with an influencer who will stream live videos and can send the right people to your website.

Influencer/Blogger Marketing

The power of a tribe/following will keep expanding in 2017. Certain Influencers and Bloggers have large amounts of people that follow them, and many brands have caught onto the trend of influencer marketing.

What makes this form of marketing popular is that the influencer has already created a connection with his/her audience, saving you time in warming up a prospect.

An influencer brings back the human element to advertising. Get the right influencer and you may just get your product into the right hands.

Mobile Marketing

This one makes the list every year, and rightfully so because mobile use keeps increasing. In a recent survey, 64% of South African respondents said that they use their mobiles to access the internet.

Mobile marketing will become more interactive, creative and personal this year. If you have a look at your Facebook feed on mobile, you will notice that a high percentage of content is in video format. This is because marketers realise that people are more attentive when they consume video content over written content.

To use mobile marketing, make sure your content is engaging and interactive. Things that attract mobile users are exclusive deals, eye-catching images and compelling call to actions.

Marketing Personalisation

Personalisation will increase in 2017. In a world where people are consuming too much information, only the important content gets read. Companies will increase their personalisation efforts to reach more of the right people.

Personalisation is essentially selling the same thing to several people in a different way. Individuals are segmented based on habits, preferences, lists etc.

To segment your marketing, we recommend you create separate landing pages on your website. Each landing page should cater for a specific persona and the opt in button should lead to a separate list.

When marketing to your database, make sure you create separate content, specific to the habits and preferences of each list. Finally, make your content fun and interactive.

Native Advertising

The fact that people consume so much information has rendered them immune to the traditional forms of advertising, and it has become increasingly difficult to trust an advertiser.

Native advertising looks to eliminate the distrust by providing more relevant information/advertisements to the public. For example, by weaving in products in content that is relevant to what’s being advertised.

To use this effectively, start by looking at the product/service that you provide. Then look at how you can weave these products in blogs, social media posts and email marketing campaigns. If you sell IT equipment for example, write a useful post on IT equipment and then link your products within the post. These types of posts have proven to be more effective than bombarding people with irrelevant ads.