Thought Leaders on 2017 Trends in Consumer Engagement

2/18/2017

Digital marketing continues to integrate with our daily lives more and more, and marketers are working to keep up with the latest in technology. Here is a list of 10 articles from other digital marketing thought leaders highlighting emerging trends in consumer engagement for 2017:

  1. Mobile First (Source: Marketing Tech News)
    People now spend as much as 25% of their time on their mobile devices for an ad market estimated at $22bn. Due to the increase in traffic on mobile devices, designing for mobile should take priority over desktop interfaces. 

  2. Internet of Things (Source: Forbes)
    Everyday objects are now connected with the internet, from your television, to your thermostat, to even your refrigerator. Brand consumption behaviors are sure to change as we see an increase in connected everyday objects. With the market expecting to grow to $470b in 2020, we hope to see more objects such as L’Oreal’s smart hairbrush enter the market in 2017.

  3. Omnichannel Marketing (Source: VocalCom Digital Native)
    This upcoming year, brands are working to deliver consistent high quality service regardless of the channel. Reports show that 65% of customers are frustrated with inconsistent messaging and service. They want outstanding service across all channels.

  4. Visuals & Videos (Source: Gingerbread Marketing)
    Psychologist Albert Mehrabian concluded that 93% of all communication is nonverbal, meaning that people rely on vocal and facial clues more than the actual words. In 2016, 75% of Facebook posts had images and tweets with graphics were retweeted 150% more often than those without.

  5. Personalization (Source: Forbes)
    In recent years, marketing has evolved from mass media to social and now it's all about one-to-one marketing. A survey shows that 89% of businesses rely on one-to-one customer service as a key differentiator to stay ahead of the competition.

  6. Bite-size Content (Source: Adestra)
    The average attention span has dropped from 12 seconds to 8 seconds. As marketers, we now need to create content that is captivating and quick to grasp. Too much content can overwhelm, but small content that captures the eye will encourage customer engagement.

  7. Marketing Immersion (Source: Brandwatch)
    Following the success of Pokemon Go in 2016, many brands have come up with innovative marketing ideas using 360-degree videos, livestreaming and augmented reality. Technology driven immersive marketing is just taking off and it should be interesting to see what marketers come up with in 2017.

  8. Storytelling (Source: Social Media Today)
    2016 was the year of live video with Twitter, Facebook, YouTube & Instagram introducing live video. Video posts have 135% greater organic reach and people spend 3x longer watching a live video than a recorded one. Brands are taking notice. Look out for Snickers’ live ad during this year’s Super Bowl.

  9. Data driven marketing (Source: Ovum)
    The Big Data market is expected to grow to $9.4 billion by 2020 according to Ovum and for good reason. Big data helps marketers curate content to reach niche consumer segments with personalized messages and we expect to see more creativity in this realm in 2017.

  10. Faster “Instant” Responses (Source: Astute Solutions)
    This past year, consumers reported that speed of service is extremely valuable customer service attribute. They expect a response to inquiries within 24 hours or less, with 75% thinking it takes too long to reach a live agent. Solving a customer’s problem by listening and acting fast will create strong and long-lasting relationships while facilitating brand dialogue.