2017 brings with it a wealth of new possibilities for digital marketing professionals throughout the world. Between developments in mobile technology, virtual reality, and graphics development, it is becoming rapidly clear that a fresh take is needed to help marketing teams best reach their target audiences. We have identified some exciting changes that both present new opportunities and challenges for marketing departments and agencies worldwide.
The Continued Rise of Content Marketing
As web searching tools grow in complexity and capability, the focus for content developers and marketers has shifted from a pure keyword based optimisation strategy to a focus on fresh and high quality content. The emphasis is now on the creator to make certain that the information contained not only is indexed readily, but is cross-linked with similarly informative pieces on other high-ranking sites.
When tied in with social networking, it is possible to leverage multiple indexing and ranking services to rapidly reach a large audience in a targeted demographic or geographic zone. For instance, an article shared throughout Facebook, as long as its content is truly informative and accurate, will rank higher in users’ feeds than general posts.
Ad Blocking Technology Will Become a Default Feature
Google Chrome is rumored to be developing a standardised ad blocker for its web browser that will automatically banish the most blatant and irritating advertisements. There are many reasons for this, ranging from improved security to user preferences and general performance, though the main reason may very well involve advertising revenue.
One of the greatest challenges digital marketers have faced over the last three years is the rise of third-party ad blocking tools that have made it an exceptional challenge to monetize web content provided on the open net. Even with “white lists” enabling nonintrusive advertising the potential for revenue generation has dropped significantly. Google is trying to counteract this by implementing a tool that only removes the worst offenders while providing a framework for modern accepted advertisements Social Media Marketing
Web development is a continuous process that destroys as often as it creates. In the span of less than 20 years we’ve seen the rise and falls of titans like MySpace and GeoCities, along with the awe-inspiring rise of current time usage champions Facebook, Twitter, Instagram and Snapchat. Since the users are the product for these services, marketing developers have to follow the platform’s rules in order to even have a chance at success. (mention content is owned by the platforms and not the businesses/brands?)
The middle result, the first being blatant ads that turned off viewers, was the creation of multiple advertising platforms with their own development guidelines and tools. This led to the rise of platform specific platform advertising specialists and a cottage industry in helping end users avoid those ads.
Now, in 2017, a new paradigm is beginning to emerge. The largest platforms are implementing a combination of content-and-popularity aware automated ranking with promotions to enable businesses to leverage social marketing alongside now-traditional PPC advertisements. With the emphasis being placed on connectivity and quality content, it is rapidly growing easier to develop engaging content that leverages the strengths of every platform (i.e. short shareable missives for Twitter, longer articles for Facebook and LinkedIn, and infographics for Instagram.)
What Are Your Thoughts?
The shifting marketing industry has lead to many theories about where it is headed in the future. Do you believe that the shift to open standards, greater connectivity, and a focus on content will be the true guiding posts for marketers in 2017 and beyond?