January 10, 2017
Now is the time of year where businesses should reflect on the marketing strategies of 2016. Additionally, businesses should understand and analyze what’s on the horizon in the New Year. Here are the most relevant marketing trends for 2017 that will help build, grow and sustain brands.
One of the biggest challenges for marketers for this year, past years, and years to come is to stay calm, focused and knowledgeable about your customers. The key to identifying them, engaging them, making them purchase, having them stay loyal and recommend your brand to friends is offering quality and attentive customer service. It is important to not get caught up in the data-driven insights about your customers and their behaviors and instead focus on a real customer-driven business philosophy. Successful companies of this year will recruit attentive employees that will keep raising the bar of customer service to provide a seamless experience.
A report by Rare consultancy discovered a few key findings about customer loyalty and the drivers behind it. Loyalty is not functional. While general purchases are driven by price (81%), quality (80%) and convenience (55%), loyalty is all about likability (86%) and trust (83%). Therefore, the 2017 trend will focus strongly on emotional and authentic messages in order to increase customer engagement in an attempt to make them more loyal.
PISD stands for Personalized, Immersive, Short-Lived, and Dense content forms. Mass customization will be replaced with personalization in 2017 by reaching out to different types to customers based on their behaviors, preferences and habits. According to a Forrester/PwC study, 94% of executives consider delivering personalization as an important way to reach customers. By offering immersive experiences, viewers will feel or know they are involved and contribute to something bigger than themselves. Snapchat is a great example of how short-lived content is so popular. Marketers should think about the best way to integrate disappearing or short-lived content in their strategy. Lastly, dense and compact content will be crucial to success – keep it simple and short to increase engagement of content.
In 2015 and 2016, businesses mainly focused on optimizing their web pages for mobile browsing. However, the mobile world has also expanded with the appearance of mobile payment and apps. According to Zenith’s mobile advertising survey, mobile devices will account for 75% of global internet use in 2017 (from 40% in 2012 to 68% in 2016). Mobile advertising will overtake desktop advertising in 2017, which increasing its share of global Internet advertising up to 52% from 44%. During the 2016 holiday season, over 72% of Amazon’s customers worldwide shopped on mobile devices, and mobile shopping overall grew by 56% in the 2016 holiday season worldwide.