The end of 2016 is fast approaching, and wow, a lot has happened in 2016. As we are all about the Where Next, this post is not a run down of the world’s events in 2016, but all about what to expect in of digital marketing in 2017!
2016 saw the rise in Artificial Intelligence & machine learning, the increasing popularity of Snapchat (when can we get our mitts on those glasses?), and of course, the continuous rise in mobile marketing.
With no further a-do, here’s where we see 2017 digital going.
1. Video Ads
Video ads are nothing new to the digital marketing space; Google even tested them a few years ago. Rumour has it that Google are testing the integration of them into search results.
We are excited to see how this could revolutionise the way brands interact with paid search as it pushes the focus away from clicks to a more ‘brand awareness’ focused campaigns.
2. Dedicated Apps
Google offers app indexing and we have often seen the downloadable app options when searching on mobile. We are a long way off apps taking over mobile sites completely, if ever. But more and more companies are realizing the potential of apps, as they offer all the same features of a mobile optimised site, but in a much more convenient and faster way.
2017 will be an important year in mobile app development. With features such as GPS, fingertip touch login, in-app purchase ability and with Google featuring app downloads more prominently in search results; the usage of apps over mobile sites will continue to rise and become more of a necessity to some businesses than an added bonus.
3. Social Conversions
2017 will see the increase of social media channels being utilised as conversion platforms and offer more ways for users to purchase directly through these channels.
Facebook already offers the ability for businesses to sell directly to their social media audience with ‘buy now’ buttons.
Ads featuring on social media channels are nothing new – however what we have noticed are ads starting to resemble a typical shopping experience. Products available to buy are slowly making their way into people’s newsfeeds, similar to organic content and often being re-targeted based on users past searches & interests.
4. Mobile to Dominate Desktop in 2017
The amount of time people spend searching the Internet on handheld devices rather than desktop has dramatically increased in 2016 and is set to expand even further in 2017.
Mobile has overtaken desktop as the preferred device to search the internet; and is forecasted to jump by another 28% in 2017.
“Mobile internet is now growing at the expense of all other media,” said Jonathan Barnard, head of forecasting at Zenith media, “Seventy percent of Internet use is now on a mobile, and the use of a desktop for internet will fall by almost 16 percent, this year.”
5. Google’s Search Algorithm
We’ve seen only minor changes to Google’s algorithm in 2016.
The focus in 2017 will be on the naturalness of links, ones traded or paid for, will likely be further penalised by Google.
Content will still be king in 2017. 2016 showed how important good quality content was in search engines, with some higher rankings being given for content over actual websites.
This will continue to be the case and even more so in 2017. We’ve outlined the top 3 predicted search-ranking factors according to First Page Sage:
Content Quality: 24%
Keyword Rich Meta Titles: 10%