2017 was a year of growth, a year of change, and a year of trends. No, we don’t mean bringing back platform sandals or male rompers (what even!). We’re talking about the multitude of online media that delivers your content to the right audience at the right time. Check out your lucky 7 media trends to consider implementing into your marketing plan for for the new year!
1. Messaging Apps– Whatsapp, WeChat, Facebook messenger, and chat bots make a company more accessible with instant connection on a 24/7 basis. The quickest adopters of chatbots are in fact, millennials, with 60% of this generation having used one and 71% claiming they would like to. Apps like these send customers personalized content, suggest purchases, and offer special deals, increasing the likelihood of purchase and expediting the product lifecycle. Over 1.2 billion people use Facebook messenger monthly, with a large portion of this audience pertaining to Generation Z— who are essentially, the future. These apps are 20% larger than social media networks and with mobile accounting for 57% of internet traffic, it’s a no-brainer to get on these platforms ASAP.
2. YouTube– Video accounts for about 74% of all Internet traffic. It’s surprising that only 30% of B2B marketers this year believe video is critical to their marketing strategies. This statistic will only go up in the coming year. YouTube is the second largest search engine and second most visited site. Consequently, the use of interviews, tutorials, Q&A’s, webinars, and more are expected to rise, delivering via YouTube in 2018.
3. AR/VR– Augmented reality and virtual reality are paving the path to the future. Both are an engaging way for marketers to reach their audiences. Snapchat is already utilizing this platform, allowing users’ bitmoji’s to be integrated into the frame of the photo they take through the app’s camera. Furniture companies for example, could project their products into the home of the buyer via special filters, etc. Experts predict that VR and AR will bring in $150 billion in revenue by the year 2020. Facebook owns Oculus, a virtual reality hardware and software company and will capitalize on this feature with Facebook Spaces in the new year. Facebook’s newest VR feature that will allow friends to connect in virtual reality.
4. Instagram Stories– Instagram is not a thing of the past. In fact, its use is on the rise. Accounts with over 10,000 followers are now able to add a link within the feature which magnifies buying or inquiry opportunities. This is especially relevant from a marketing perspective because the platform is incredibly viable for tracking metrics. Also, as you’ve heard, video blows any other type of content out of the water and Instagram stories thrive on this.
5. Live Streaming– 82% of consumers surveyed by Forbes said they favored live video over other types of social posts. We already know video is the most effective means of connecting with our audiences, but as technology improves, data speed increases, and quality goes up, fostering deeper in-the-moment connections with your audience and hopefully more ROI. Live video is not a fad, so naturally, anything that utilizes it for what it’s worth, is going to see increased reach and engagement.
6. Voice-Optimized Content– According to Entrepreneur, 20% of online searches were done via voice search. By 2020, it is expected to increase by 50%. Marketers should start optimizing content for voice search, as customers find the ease in typing to be convenient, searches generate more long-tail content. If your brand has not developed voice-optimized content, add it to your to-do list!
7. Influencer Marketing– Over 90% of marketers who use influencer marketing have deemed it successful. Connecting with new audiences will be even easier with the increasing use of influencer marketing. In 2017, brands that opted for more traditional advertising strategies struggled to connect as much as brands that adopted influencer marketing techniques. Don’t fall behind this new year.
According to Google, “About 85% of online shoppers start a purchase on one device and finish on another.” The move to mobile is no secret. After all, the above platforms are generally used on mobile devices, anyway. To reach multi-channel shoppers, provide seamless visual experiences between platforms so users feel like they’re interacting with one entity. The switch to mobile and trends towards user-friendly platforms go hand in hand. Make 2018 your year for marketing boosts!
*Sources: Top Rank Blog, Forbes, Entrepreneur, Plan That, The Huffington Post
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