The Good The Bad And Future Of Digital Marketing

By Author: SachinPunil
Total Articles: 1
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It's not quite over yet, but 2016 has been busy. As I predicted last year, mobile has been a definite attention for virtually every marketer and we are slowly beginning to see VR and wearable technologies take off.

I've Found it fascinating to see how companies have begun to scope out new and innovative ways to integrate each of these technologies and opportunities in their marketing strategies.

However, Though a number of my "predictions" proven to be rather accurate, there also have been more than a few surprises over the previous 12 months.

Here Are some of the very unexpected trends that have taken off this year, two of the greatest digital disappointments and my personal trend pick for 2017.

The surprise revival of silent movie One Of the most unexpected trends that made a real comeback this season was silent video. Over 80 percent of net users possess a smartphone, but normal video viewing time is 1.7 seconds, meaning customers are in quick consumption mode and entrepreneurs have had to become even savvier at catching their attention.

What This indicates is there is a real ...
... demand for articles that packs a punch at the start of the clip. If you just have a miniscule amount of time to catch a customer's attention before they scroll past, then the movie should have an immediate hook.

A perfect example of this is that the social networking clip that Apple Pushed out after the launch of the new iPhone 7. The advert is totally silent and simplistic in nature, with every frame shifting every 0.5 seconds.

In an age where many people have our smart phones on quiet, Apple Has managed to find a way to catch our attention from the most straight-forward of manners.

Hail to the community supervisors

2016 has also become the year of the community manager. It's typical for brands to consider societal as a 1 trick pony, but the brands which are succeeding on social do not just have somebody schedule 10 tweets per day and enjoy the occasional @ opinion.

The brands which allow their community supervisors to become the Human face of this company add an additional dimension to their social networking capabilities and provide the customer with a real sense of personality.

Some manufacturers that really know how to do this are Innocent Drinks, Tesco, Virgin Trains and Oreo. They understand the value of employing empowered community supervisors and with any luck, 2017 should see more brands following in their footsteps.

The problem with live content

Of All of the successes and surprises in 2016, some of the newer marketing methods are still proving problematic.

One of them is live content -- it just is not working out. Regardless of the potential, all too many manufacturers still do not appear to realise how to properly handle live content.

Perhaps the production value is too low, the material is too Tedious, the performance is broken... Finally, without a high value exchange, live content is not going to have any effect with customers.

1 example of a brand that's really nailed live content, but is Experian. It retains straight-forward, weekly talks via YouTube Live, Snap chat and Periscope to speak directly with customers about their money worries.

Experian knows that for live content to Work, companies will need to take that what a new thinks is interesting for clients is rarely what they will actually spend some time watching.

Where are the iBeacons?

Back in 2014, I was convinced that retail use of iBeacons would Swiftly take center stage in our marketing strategies. We all saw the possibility and many large brands Got on board -- Virgin utilized them in its Heathrow airport lounges and Macy's rolled them out in over 800 stores to monitor customer motions in-store, push product discounts and recommendations and to inform shoppers about purchase items.

But despite these instances, they just have not made it to the mainstream yet. Despite forecasts that 85 of the top 100 retailers could be Using them by the end of 2016, just 3 percent of merchants had implemented beacon technologies by 2015 and just 16 percent had plans to implement them in the not too distant future.

So what is the hold up? Well, they can be hard to manage and Maintain from a logistical viewpoint, as most of beacon marketing demands user opt-in and clients just are not sold on it yet.

This could vary in 2017 but my bet is that it will be a slow Process before they begin to be a normal part of our marketing efforts.

The democracy of articles

Enough about 2016, let us look to the future.In 2017, manufacturers need to be able to participate and connect with their customers better than ever before. Nowadays however, companies are not only
competing with another brand's marketing anymore; they are competing with the whole net and this is where it starts to get tricky.

Any company hoping to inspire consistent involvement has to Accept that customers now have access to tools which may lead to better, more engaging parts of video content compared to the stuff lots of the brands are growing themselves.

Earlier this year, a poll found that 85 percent of users find visual User-generated content (UGC) more powerful than brand videos or photos. Another report found shoppers who interact with UGC are 97 percent more likely to convert with a merchant than clients who don't. GetAnything Here

What this means is that we can expect to see a huge surge in marketers working with UGC in 2017. It is nothing new but I would not be Surprised if it quickly becomes a much more common feature of brand campaigns.