Digital Marketing Trends in 2017

The 14 top rated digital marketing techniques for 20cording to Smart Insights readers17 ac

In this article, I'll take an in-depth look at what I see as the most significant trends in digital marketing for the year ahead. But, it's not only my view, since I have 'crowdsourced' the importance of the different trends rated by the popularity of each trend.

For all members of Smart Insights, we also have a more detailed free download of the marketing megatrends for 2017, which are 9 digital marketing and martech megatrends will help give you an edge in 2017. In the download we discuss machine learning and artificial intelligence, which for me is the biggest trend in marketing right now.Machine learning techniques apply across many of the techniques we discuss in this post including Big Data, Marketing Automation, Organic Search and Social media marketing. If you want to know more about the defition of digital marketing before starting on trends, see our post on What is Digital Marketing?
To get our readers' views on the most important trends at a top-level, we asked Smart Insights readers to give their opinion on the most important trends.

While this doesn't have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely. Note that these trends aren't necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase in the year ahead, so it shows what is becoming more important. By asking for just one tactic, this helps shows the the top 3, 5 or 10 top-level trends.

To help the decision on which technique to choose, we expanded upon the short labels you see in the graph to help scope the response more carefully. For example, 'Big Data' is a nebulous term, but when we expanded the definition to include insight and predictive analytics, it shows the value of the specific marketing techniques for Big Data and this help explains why this is in position number two.  Here is the full listing of digital marketing techniques:

• Big Data (including market and customer insight and predictive analytics)
• Content marketing Communities (Branded niche or vertical communities)
• Conversion rate optimisation (CRO) / improving website experiences
• Display (Banners on publishers, ad networks social media including retargeting and programmatic)
• Internet of Things (IoT) marketing applications
• Marketing Automation (incl CRM, behavioural Email marketing and web personalisation)
• Mobile marketing (Mobile advertising, site development and apps)
• Paid search marketing, e.g. Google AdWords Pay Per Click
• Online PR (including influencer outreach)
• Partnerships including affiliate and co-marketing
• Search Engine Optimisation (SEO or organic search)
• Social media marketing including Social CRM and Social Customer Care
• Wearables (e.g. Apple Watch, activity trackers, augmented reality)
• In our Digital Channel Essentials Toolkits within our members' area and our Digital Marketing Skills report we simplify digital marketing down to just 8 key techniques which are essential for businesses to manage today AND for individual marketers to develop skills. This visual shows the core techniques which will drive more leads and sales for you, but within some sectors, techniques like using AI, IoT, Wearables will be more important.
• 
  
• 

  The Top 14 marketing techniques in 2017?

  Let's now drill down into the key tactics and marketing technology within each of these tactics which will be important in 2017.

  1. Content marketing trends

  Content marketing has been in the top 3 for the last 3 years we have run this post, so we focus a lot on how to create an integrated content marketing strategy through advice in our content marketing toolkit.
  Our research with HubSpot, illustrated in the Competing on Content infographic, shows that more businesses are now using a strategic approach (40%), so this is a trend we can expect to see continuing in 2017. We can also expect that there will be more focus on Measuring Content Marketing ROI as the cost and competition within content marketing increases.
  At a practical level, Martech Guru Scott Brinker has talked about the 4th Wave of Content Marketing and I'm seeing more and more examples of interactive marketing apps - like our capability graders and also personalisation tools recommending content. Read his article, introducing it, a great read and you can check out the ionInteractive examples of interactive content marketing.
  

  2. Big Data

  As defined in our question, Big Data marketing applications include market and customer insight and predictive analytics.
  The 3Vs of Big Data show why this is a key trend selected by many, who have experienced the increase in volume, real-time data and data formats in their business and want to exploit the value to increase sales through personalisation on websites and through email marketing through predictive analytics - a topic we have covered many times on our blog.  It's also closely tied into machine learning where Big Data is mined to identify propensity to convert given different customer characteristics and behaviour.
  

  Image original source from Diya Soubra in a Data Science blog - The 3Vs that define Big Data

  3. Marketing Automation (including CRM, behavioural email marketing and web personalisation)

  Like content marketing, marketing automation has been in the top 3 for the last 5 years we have asked this question. Many businesses still have potential for improving their automation as our research on the State of Marketing Automation shows.
  
  To help with this knowledge gap, I think I have given more webinars and talks on Marketing Automation than on any other topic in 2016. The most common questions at the end are 'where do we start' and 'how do we get to the next level'. These questions are answered in our Email marketing and marketing automation toolkit which includes a free interactive capability review to score your use of email marketing automation. As businesses progress up the learning curve I expect more businesses to be putting lead scoring in place, or refining it and learning the best places on the journey to feature content through predictive analytics.

  4. Mobile marketing (Mobile advertising, site development and apps)

  Mobile was in the top 3 three years ago, but as more companies have adopted mobile responsive web design and email templates they have seen less need to focus on it, or at least there are fewer opportunities for growth.
  However, research shows that retail conversion rates are significantly lower on smartphone, so there is work to be done for many businesses to optimise conversion on mobile, although they will likely always stay lower than desktop.
  Mobile also has a large impact on search marketing as Google vigorously follows its mobile first mantra. To me, it's a somewhat misleading mantra, since the reality is that many web users are still using desktop, laptop and tablet devices and there is a danger with mobile responsive designs that conversion on higher resolution screens may fall if mobile optimised. Instead, leading companies are looking at adaptive mobile design approaches which have the benefit of serving more relevant, contextual content and CTAs for users and reducing load times.
  'Mobile first' is also misleading if we look at the overall customer journey since often different devices may be involved at different points. So a better vision for mobile strategy is treating it as part of a multiplatform or multichannel strategy. As this data from comScore highlighted in our mobile marketing statistics researchshows, the multiplatform ribbons for all countries are much broader than users who are mobile only or desktop only.
  

  5. Social media marketing including Social CRM and Social Customer Care

  When I meet marketers at events and training I find there is still huge interest in social media, thanks to its reach and options to engage audiences and encourage advocacy or 'social media amplification' to give it the full treatment.
  Our social media research statistics summary shows continued growth in social media usage overall, but with reduced popularity of some social networks in some countries. For example Twitter and Facebook are in decline or plateauing in many western markets while Snapchat, Instagram and Pinterest are still growing in usage.
  Trends in social media marketing are often controlled by the efforts of the social networks to monetise and this has seen Facebook and Instagram, in particular make changes such that businesses now need to 'pay to play' to get the reach needed to have an impact. They have continued to innovate in their targeting and remarketing options. Jason DeMeyers has these interesting views on social media trends for 2017.

  6. Conversion rate optimisation (CRO) / improving website experiences

  This is the technique I selected a year ago as the way Smart Insights would see the most growth from in the year ahead. It's higher in popularity than previous years, but I still wonder whether many businesses are missing out on a more data-driven approach to increase leads and sales from their websites.
  I saw this chart of the volume of structured tests presented by a major multichannel retailer who wanted to scale the number of tests they were running. It a great way to show the need to test extensively since only a third have a positive test. It also shows how competitors may be getting ahead if they are testing more extensively.

  7. Internet of Things (IoT) marketing applications

  IoT is one of the most important marketing technology applications of the last 2-3 years, but it is of most relevance to devices makers and retailers, so it is relatively high-up in this ranking of priorities.
  There are expected to be 75 billion connected devices by 2020, meaning there will be ten times as many devices able to talk to one another as there will be people on the planet! The implications are huge and far ranging. All this sharing of data will transform the way we live our lives.
  Our article covering opportunities and examples of marketing applications of the Internet of Things has this useful summary of alternative applications:
  

  8. Search Engine Optimisation (SEO or organic search)

  Mobile marketing SEO techniques will be particularly important in 2017 with Google's recent announcements about the mobile index and AMP. We have seen huge increases in AMP smartphone traffic since September 2016 when Google rolled AMPs out beyond Google News. AMPs are targeted at publishers, but should be considered by businesses with an active blog too in my opinion.
  We have been covering these announcements and improvements in our other alert posts:
  • How Google's mobile-only index will change search in 2017
  • Google to start penalising sites that use pop-ups
  • Stop everything and implement AMP pages

  9. Wearables

  Wearables are one of the hottest consumer consumable commodities (e.g. Apple Watch, activity trackers, augmented reality)

  10. Paid search marketing

  Google AdWords is the most important form of Pay Per Click and here Google has been pursuing their 'Mobile-first' strategy by building out these features.

  11. Online PR (including influencer outreach)

  Online PR today is inextricably linked with Content marketing, SEO and Social media, or it should be. But this doesn't get a top rating since the others are important.

   12. Communities

  These are branded niche or vertical communities.

  13. Display advertising

  This includes banners on publishers, ad networks social media including retargeting and programmatic.

  14. Partnerships including affiliate and co-marketing

  A neglected aspect of digital marketing, perhaps unsurprisingly unsexy.

  Other trends

  This is an interesting category since readers can tell us what we're missing. Suggestions here include:
  • Account Based Marketing (ABM) - relevant for B2B marketers targeting large accounts we have a new guide in our B2B toolkit on this early in the new year.
  • Digital OOH (Out-of-home) - A surprising one for the number one technique
  • Employee advocacy and feedback - interesting to see the internal marketing perspective - again surprising to see as the main growth point
  • Machine Learning - as mentioned at the top of the article
  • Omnichannel and multichannel attribution - both good for reminding us that it is the way that these channels work together to support each other that is often most important - the reason why many members are looking for advice on an integrated marketing strategy
   

Dynamin Junior is Essential for your Children 

http://www.dynamin.in/

 Vitamins are very important elements for a child to complete the nutritional requirements. When your child takes Dynamin junior multivitamin, it’s just like a life insurance. The way we process and cook the food we eat nowadays makes us lose some useful vitamins and minerals, hence the need for vitamin supplement. Because the body is unable to produce the amount of vitamins and minerals required for daily use, the vitamin supplement is the alternative to complete the vitamin needed by the body daily. Some child have erratic feeding habit or poor appetite, such child will essentially need Dynamin junior multivitamin to make him or her grow at normal rate. Even when your child is eating a complete diet (balanced diet), they still need vitamin supplement as a backup. Many parents are already familiar with giving their children vitamin supplement. The diet of many children does not contain the adequate amount of minerals and vitamins. Parents are working but do not have much time to focus on their kid’s nutritional value, when a kid is not getting the required amount of vitamins needed, it can result to parent paying huge hospital bills because of the sickness it can result in. Children eat too much-processed snacks and energy drinks because of the busy schedules of parents. Young children can benefit from the added protection of dynamin junior multivitamin because many children eat nutrient-void and sugar-laden foods daily. The children need vitamin supplement because much of our soil is depleted; therefore, the foods we buy are very low in quality. The Dynamin junior multivitamin helps you child body system to promote the formation of red blood cell and assist in other metabolic activities. It also strengthens the muscles, connective tissues and helps the wound to heal quickly. Its ability to increase the resistance to infections is another outstanding way it can help your children when taking it daily. The fact that Dynamin junior comes with different taste that your children can choose from is why people are demanding for it every day. The flavor ranges from; orange to pineapple and strawberry. It is important to give the vitamin supplement to your children because of the risk of malnutrition. In conclusion, you need to help your children body system by giving them Dynamin junior multivitamin daily to keep them healthy. You can make up for your inability to provide the food that will provide all necessary vitamins and minerals for your children by giving them the supplement daily.

Electrobots (ECE rocks 2011 - 2015 batch)

digital marketers in hyd

Naina jaiswal wonderful speech

Facebook Canvas Ads

Facebook has something new for advertisers and brands. They have launched the Facebook Canvas. Canvas is a form of an ad which fills a need in the market that other types of ads have been unable to fulfill.

It supports full screen on mobile devices and provides a better experience for the users when they want to view an ad and learn more about the brand.

According to Facebook, “Canvases open from Facebook ads in News Feed to reveal a full-screen experience where advertisers can use a mix of video, still images, text and call-to-action buttons to build beautiful and effective brand and product experiences on mobile.”

Facebook Canvas opens up like a website on landing page after someone clicks on a standard looking Facebook ad. In this case, all the content is hosted on Facebook servers and they make sure that the page loads as fast as possible.

The canvas is a collection of images, videos and call to action buttons. The call to action button will lead to your website.

Create Your First Canvas

To access Facebook Canvas, you have to go to your page and then click on Publishing Tools. Inside publishing tools, click on Canvas.

Click on Create and start building your first canvas. You have to select a theme, upload the header photo, upload some photos and create a Call to Action.

You can check Facebook’s Canvas landing page for more information.

Who Should Use Facebook Canvas Ads?

Facebook’s canvas has been introduced for brands to tell their stories and build a relationship with their audience. From what I can see, it is more useful for branding than lead generation or direct response marketing.

Automobile brands, real estate, vacation & holiday packages, food brands and similar B2C brands will find the Canvas a great tool for branding and story telling. B2B brands can also use Canvas ads if they can get the targeting right.

According to Facebook, brands like Coco Cola and Asus have found great success with Canvases. You can read about it here.

If you are doing direct response marketing, Facebook Lead Ads should be where you put your money on. Or you can create a landing page and direct users to that page to generate leads.

I may not yet start a Canvas ad for my brand because I find direct response marketing to be more powerful than branding to get the word out.

However for certain brands, branding via ads is very important to maintain their market leadership. Facebook Canvas is definitely a much better branding tool than Video ads or Display ads.

Facebook Canvas ads creates brand experience and engagement than just brand impressions. Read more about branding via brand engagement.

I will probably publish another post with more details on how to run a Canvas ad after I run an experiment myself. Stay tuned!

icc player ranking

Test Batsmen

Test Bowlers

Test Allrounders

ODI Batsmen

ODI Bowlers

ODI Allrounders

Twenty20 Batsmen

Twenty 20 Bowlers

Twenty20 Allrounders