By the beginning of the year at the latest, it is time to evaluate your own marketing activities and prepare an evaluation of these activities: Which measures were successful? Which ones are really profitable? Where could the highest ROI be achieved? In which time periods were the most purchases made?
The planning for this year is based on the resulting findings:
In which communication channels should the marketing budget be used? Which marketing activities and which external communication should be chosen?
We have six digital marketing trends for this year
If this is not yet part of your marketing, it would be advisable to tackle it as goals for this year.
1.video content & video marketing:
Content marketing is already a focal point in the marketing mix today, great importance is attached to it. In recent years, the medium of “video” has increased significantly: Today, companies, news, blog articles, event announcements and even recruitment ads are advertised in video format. Especially the digital 2D or 3D video formats in the form of explainer videos or product and image clips are already integrated in many companies as a standard communication tool in marketing. However, it is important to also use the right communication and the appropriate visual language. Dialogue or storytelling should be used in the video whenever possible. Forms of video marketing can be:
- 1. product video
- 2. explainer video
- 3. image or corporate film
- 4. video ads (e.g. on Facebook, portals and Google).
- 5. recruitment video
- 6. instructions & tutorials
2. indoor navigation on Google Maps & Co:
360-degree views within your own four walls have been around for quite some time and are already frequently used on websites to show locations and exhibition cities. But the big players are also currently working on new possibilities: In the future, for example, Google Maps will allow users to view hotels, shopping malls and airports using indoor navigation on their smartphones. YouTube is also working on new solutions in this direction.
Indoor navigations are particularly suitable for outlets, showrooms, sales centers and spaces, galleries, hotels, convention centers or public facilities.
This not only helps you gain trust with the customer – it also increases the willingness for a personal visit.
3. brand presence is omnipresence:
Today, it is no longer enough to be active on just two or three channels. You need to be present wherever the customer and target group are. Every potential customer has different behavior patterns, interest groups and communication patterns. This also applies to the online world: The new reach in the networks today is called omnipresence.
There are many ways to meet the customer. Whether via the PC, his smartphone, tablet or TV. Each channel is used differently – but is a potential marketing channel on which the customer is addressed, picked up and asked to become active. In the process, there is a constant attempt to keep him in the communication loop. In this way, however, they could also be addressed again on other websites and brought back to their own website: And in each case to the product or subject area where he has previously informed himself.
4. experience design:
Behind the term “experience design” is understood to apply storytelling in the buying process and to use the customer actively, or if possible interactively, in his purchase decision in the online store. This usability trend is one of the main tasks for online retailers for 2017.
In the process, an emotional online world must be created that corresponds to the customer and arouses his interest. Men, for example, want to hunt their purchase (= prey), whereas women are more likely to want to try everything once and feel comfortable and safe. The implementation can range from the design of the website, icons, images, videos (also explanatory videos), call-to-actions to buttons and mascots that guide the customer through the entire sales process based on a story.
5. SEO Visibility Optimieration:
SEO marketing is certainly not new. But it is still one of the top online marketing channels. However, the conditions and algorithms for better ranking are constantly changing, so it makes sense to share in many ways and under certain conditions. This can be through online PR, blog posts, videos, social media marketing, high quality links or product reviews for example.
Today, a quarter of Internet traffic is already attributable to Google. Therefore, the channel should not be disregarded and the visibility via the search engines should be approached systematically. The primary goal is to share good content on all channels – and to do so regularly. The result is better search engine results, a good online reputation and thus an increase in visitors.
Building links, images, videos, good stories and quality information generates better rankings on Google. In addition, in Google Adwords, video marketing is becoming increasingly important in terms of importance and ranking.
6. blogger relations & influencers:
Use multipliers. Whether it’s bloggers, influencers, opinion leaders, celebrities, or other influential figures who have a large network and influence over your target audience. By sharing information in blog posts, Facebook posts, magazines and portals, a high-quality reach can be achieved and, with the right partners, the desired target group can be addressed. In addition, the trend is also moving further in the direction of micro-communities: these are interest groups in which Internet users join together and exchange ideas via Facebook groups, WhatsApp, forums and other platforms.
And what is your primary goal for 2017?
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