The year has just begun and now is a great time to start thinking on how to adjust your businesses digital plans in 2017. Your BBB® understands how digital marketing is crucial and how difficult it can be to stay up to date on the evolving world of technology.
Being a diligent online marketer requires the ability to plan ahead, adapt to changes and decide which digital bandwagons are worth jumping on. Here are the top digital trends to look out for in 2017 from your BBB.
1. Growth of Native Advertising
Native advertising is a paid form of advertising where the ad experience follows the natural form and function of the user experience in which it is placed. Basically, it is an ad that the user doesn’t acknowledge immediately as an ad because it looks as though it belongs. Social media is the king of most native advertising. You know the kind, you are scrolling through your newsfeed and see an “article” that is interesting to you; but in all reality, it is an advertisement made to look like an editorial. So, why is this sort of advertising relevant in 2017? Because it works…according to IPG and Sharethrough “Customers looked at native ads 52% more frequently than banner ads and 32% also stated that these are the types of ads that they would share with their friends or family”.
While this form of advertisement can be effective and clever, they can also be portrayed as deceptive and misleading. The last thing you want to do is leave your potential customer with a bitter taste in their mouth; so if you decide that native advertising is right for your company be sure to check out the BBB Code of Advertising. In our Code of Advertising, you will find standards to follow when utilizing native advertising, such as, “labeling such material as a “paid advertisement”, “paid ad” or “sponsored advertising content” to avoid consumer confusion. You can find the full BBB Code of Advertising here https://www.bbb.org/code-of-advertising/##mm1
2. Millennials & Digital Brand Personalization
Creating a personalized digital experience can be a daunting challenge but it is a necessary evil. Especially when your target market is millennials, whom make up roughly 25% of the U.S. population. Millennials are highly influential, to the point where they are known trendsetters and are actually influencing the purchase decisions of other generations. The perception of millennials was the trophy generation…underemployed and emotional. While this may be true for some, they are also a force to be reckoned with. Millennials will be spending an estimated $200 billion annually in 2017. This is just the beginning. Millennials are resilient and will move into power positions with companies all over the world with huge spending power attached.
Millennial customers want a true, meaningful and personalized experience. Enhancing your digital personalization can be as simple as posting something personal about your dog on social media, if you open up, they will open up. And who doesn’t like a cute dog picture. Another way to create a personalized experience is to ask their opinion through social media, “which color looks best? Or what logo do you like?” Millennials love interacting but despise being “sold”.
Digital personalization is important no matter whom your target market is. When you are planning your digital strategy keep in mind that you can’t be everything to everyone, but you can become everything to certain people by finding your true target customer and marketing specifically to their needs.
3. Up Rise of Live Steaming Video
Live video has officially taken over the realm of digital marketing. From online video advertising to Facebook Live, video is all around us and that won’t be changing anytime soon. Social media users are demanding more in-the-moment video causing more platforms to add some type of live streaming technology. Live streaming content can create a whole new world of possibilities for your company, you can utilize live video stream for a how-to video, video of an event, or even the reveal a new product.
This is a brave new world with all the technology and tools out there. This is a time to embrace the new buying cycle and get on board the digital train.
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