[Updated for 2023]
It’s 2023. AI is all anyone can talk about, TikTok is not just for dancing, and print is still hot. Five years ago, we conjured up seven digital marketing predictions that would take the world by storm. A lot has changed, but – were we right?
HERE ARE 7 PREDICTIONS WE MADE IN 2017 – DID THEY AGE WELL?
Every year we are influenced and impacted by innovations in digital marketing. Marketers and businesses alike have had to adapt at every turn to meet the needs of our target audiences. We have rediscovered (again and again) what the age of social media has painstakingly taught us. In a world full of scripted “reality” in the media and filters on every image, consumers value transparency and emotional connections, especially before making a purchase or adopting an idea.
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BIG DATA
Data, or Big Data, was one of the newest shining stars way back in 2016. The concept of big data, put simply, is knowing your customer (not just thinking you know). Why do your current customers use your services? What problems are you solving for them? Having data-driven answers to these questions allowed us to predict user behavior, target specific consumer groups, and forecast a more accurate user sales report. We predicted that this practice would only gain traction.
Did This Prediction Come True? YES.
Customization and personalization are all the rage when it comes to segmenting and targeting communications with your customer base. It’s no longer about quantity, it’s about finding the right fit, offering the right product or service, and using the data you have to solve your customer’s problems.
ACCOUNTABILITY
Another challenge for marketers when it comes to data is showing the value of non-direct responses, such as video watch rates, shares on a blog post, or even a lost visitor to a website who didn’t convert to a direct sale. All these things have been huge challenges in proving the worth of a digital campaign. In the future, marketers will again be held accountable as ubiquity increases. We predicted that formalized measurements and standards will be enforced to prove campaign success.
Did This Prediction Come True? YES.
Digital campaigns are no longer thought of as a tool for attention but, instead, a tool that helps drive the organization’s goals forward. These metrics are invaluable to understanding a consumer’s needs and where they are in the buyer’s journey.
NATIVE ADS
We already know 2016 was armed with the power to block ads. Marketers saw this line of defense and countered with native ads or ad content that fit its surrounding. They go by many names, like sponsored content or promoted content, but in the end, it’s smartly placed content that does not interrupt the user experience. Our prediction is that this will require us to become craftier. No longer is a Buzzfeed-style listicle ideal (they’re still fun, but we can do better). Consumers are going to get bored with being fed this type of content. So dig deep!
Did This Prediction Come True? YES.
In a world saturated with mediocre content, we must provide content that actually has value, is entertaining, and is compelling to those who are reading it. With changes to algorithms and the ability to bury ads, and an influx of content sure to follow with the advancements in AI, you must work to ensure your content is seen.
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AUGMENTED REALITY
Augmented and virtual reality ruled in 2016! Pokemon Go showed us the way. For all who simply thought it was a game, they missed out on a huge opportunity to learn how to use this function for future marketing tactics. The union of print (or physical marketing) and augmented reality makes things really interesting. Consumers live for experiences. This trend will only grow in the upcoming years.
Did This Prediction Come True? YES.
More than ever, virtual and augmented reality is a significant part of our reality. Using Augmented Reality (AR) allows customers to engage fully with your brand. Whether that is a virtual walk-through of a fully-furnished apartment (SPOILER ALERT: The furniture is AR, too) or checking to see if a piece of furniture fits in a room before they buy it.
VIDEO
Video did it again. It killed the radio star and now massacred the written word in the digital space. Trying to brand a message? Put it in a video, it will last longer. Users view and share more videos than ever before. As apps increase and make it easier to edit and use, we will see more marketers create videos for distribution at a smaller scale (think made for social — not TV). Companies will also adopt a video service that allows real-time and scheduled interactions to assist with consumer issues.
Did This Prediction Come True? YES.
We could never have predicted the impact that a pandemic would have on the world, including the explosion of video services, including virtual job interviews, virtual consultations, virtual classes, and even virtual happy hours. Marketers are now utilizing Tiktok, Instagram Reels, and even Snapchat to meet their customers where they are (virtually).
INFLUENCER MARKETING
Digital 2016 also birthed the rise of the influencer to mainstream marketing. Many companies are adopting this method to create more engaging brand experiences. This trend will only be amplified in the coming years. We predict that influencer marketing will not only include influencers promoting products but also companies will create unique or VIP experiences for consumers interacting with the brand. This will not only leverage the digital reach of the influencer but all in attendance in real-time.
Did This Prediction Come True? YES.
The power of the influencer is greatly revered, especially when the influencer is transparent and takes accountability on their platform. Influencer marketing should not only be thought of as one-to-one, it can also be an event that multiple influential people in your industry attend. Influencers aren’t just trending in beauty or entertainment; every industry has influencers sharing their knowledge and credibility.
MOBILE
Everyone has one, I’m sure you’ve heard. Digital marketing will bring all mobile devices to the forefront, making mobile the first access point for online interactions. What that means for us marketers is, having a mobile-ready digital presence. Marketers will have to think mobile first, then desktop, a shift that is being universally adopted. How does your mobile online experience vary from your traditional website? Should there be any difference at all? All these questions will have to be explored.
Did This Prediction Come True? YES.
Mobile is where it’s at. Optimizing your campaigns for mobile viewing and designing your website with a mobile-first approach is critical to success in 2023. With the world at our fingertips, you have to be sure that your brand is easy to view on mobile browsers and mobile email clients. We can no longer count on people using or even owning a laptop or desktop computer. You don’t want to alienate a huge portion of your customer base by delivering a poor mobile experience.
Ready to Look Toward Your Future?
Ironmark is here to help bring your marketing plan into the future. Our digital team has the resources and expertise to launch digital campaigns that work for you. Contact us today to get started.
