1 - Emphasis on video ads
The video is not something new on the internet, but the use of this format for advertising purposes will become more and more common. Indeed, this format offers a unique way to capture attention quickly and communicate a message effectively. A video is able to entertain and slot in an audience through a story, colors, sound, and music. This format also allows civilizing a company with one (or more) face on a brand that promotes allegiance and establishes a relationship of trust. Whatever its business purpose, the video is a particularly elastic format that opens the door to many possibilities in terms of marketing. Sites specializing in the diffusion of videos like YouTube, Daily Motion, search engines such as Google, Bing, or even social platforms such as Facebook, Integragram already offer to create advertisements in a video format. Yahoo even offers the possibility to run video ads directly into the search results. In recent months, we saw a significant improvement in the advertising tools dedicated to video format. This is a clear sign that the video is a format that works perfectly for advertising purposes. More important, Google has recently incorporated video content to its search algorithms. This is a significant step forward both for users and advertisers.
2 - Reinforcement of the Mobile Format
The use of the mobile will continue his ascension. The year 2018 was a period hinge for mobile which is no longer considered a "secondary" screen. A few months ago, Google announced that mobile traffic has now surpassed that on Desktop. The Californian giant has integrated this new reality in its search algorithms. All content that is not optimized for mobile will now be penalized by search engines. If actors of the web like Google or Facebook expect as much on this format, this means that mobile is a future format that aims to continue. All platforms combined, the share of revenues generated by mobile is constantly growing. This should become a major priority for all web professionals.
3. emergence of automation
Many tools allowing the automation of certain tasks have appeared in recent years. mechanization approaches are most possible marketing actions on the web:
-Publish on social media
-Manage the content
-Adjust advertising campaigns
-Implement techniques of "nurturing"
All of these tasks can now be programmed and automated. Thus, these tools allow web professionals to better focus on the content they want to deliver. The marketing effectiveness is maximum when the message is customized. The strength of these automation tools is that they can deliver a single message to a large audience, all without human intervention. Businesses are able to implement the most effective marketing funnel. At the same time, they are able to react more quickly, save time and increase productivity. The year 2017 has been a user of these tools, it is likely that this occurrence is accentuated in 2017. If this is not already the case, it is vital to have the right tools.
4 - Development of augmented reality
The concept of "greater than before reality" has been in fashion in 2017. Many objects and accessories that use this technology have also emerged these past few months. Many companies are currently interested in this technology. Of the major players in the industry have announced the upcoming release of objects and devices ready with functions related to augmented reality. Today, the use of this technology is mainly in the area of entertainment and video games. However, with its application Cardboard, Google has proven that it is possible to develop public and inexpensive solutions.
The phenomenon is still in its childhood and it is obvious that the use of augmented reality will grow in the coming months. In addition, there is a strong bet that the democratization of this technology will create new opportunities for advertisers, including at the level of integration with social media.
The technology is new, the level of attention and visibility will be particularly high. Therefore, it is important to position themselves on the front line.
5 - Generalization of objects and clothes connected
Last March, Apple has made its entry in the ultra-competitive market of objects and smart clothes with the launch of its smartwatch. The enthusiasm of the public and the press for this watch that reinforces the growing interest in "wearable" technology. According to Hub spot, the rate of adoption of connected objects will be 28% in 2016.
In reality, this trend is surfing a new phenomenon. Smart objects exist for several years now. It is true that their performance and their level of accuracy has greatly improved. The real change is rather the application areas. Thus, we attended in 2015 a multiplication of the objects specialized in one area or a feature as for the sector of fitness and well-being for example. In addition, the term "smart" object is often synonymous with 'sharing'. These objects often have a social purpose, which means that the technologies they are often related to social platforms. For brands, these objects are all ways to join a qualified and attentive audience.
Obviously, the market of connected objects will continue his series in 2017 which will greatly power digital marketing practices.
We come to review the main trends which may impact digital marketing in the coming months. Of course, other elements that we have not addressed in this article are likely to return to the game:
-The intensification of practices of Big Data and predictive analytics.
-The use of "influencers", including on social media or ambassadors.
-The systematic use of a more interactive and engaging content
-The mobile applications indexing in the search algorithms
In summary, the year 2017 will be the emergence and strengthening of new digital practices. The above discussed are just the major trends that are likely to occur in the near future. These changes will have an obvious impact on current marketing approaches. It is, therefore, crucial to anticipate these phenomena to come to be better able to adapt.