Setting Your Business Apart in Digital Marketing for 2017

2017 Marketing Trends

Setting Your Business Apart in Digital Marketing for 2017

June 13, 2017 by Paul Hamilton

Always striving to set one's business apart from the crowd, today's digital marketing techniques are growing as advanced in each category as "digital marketing" was on it's own just a few short years ago.

Here are some of the most significant trends in digital marketing you may want to explore to give you an edge in the year ahead.

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Setting Your Business Apart in Digital Marketing for 2017

Marketing Your Business Content

Content is still the king, and has been for years now. Your business should be sharing content that sets it apart from your competition regularly. Content is so important in fact, top businesses now use strategic content marketing strategies, and I suspect this will only grow beyond 2017. Gradually, we are witnessing more focus on Measuring Content Marketing or ROI as the cost and competition within content marketing increases over time. We have developed digital content for over 18 years now and we still find the weight upon that sustained effort to remain healthy.

Predictive Analytics

Some call predictive analytics "Data" marketing as they include market and customer insight applications that provide predictive behavior. This key trend provides real-time data to businesses who want to exploit value to increased sales through personalizing visitors website experience, as well as through email marketing using predictive analytics. Often a very large amount of Data is mined to identify propensity to convert sales given customer's unique characteristics and behaviour. Some may view predictive analytics as a form of marketing automation and many businesses will find that there is a large potential for improving their sales through this type of marketing.

Mobile Marketing

As we all spend more time on our mobile devices, mobile marketing is seen as a growing avenue and in some cases yet, an untapped marketing avenue. While mobile has remained a top priority, and more companies have adopted responsive web designs, what I witness more and more is that the mobile device evolution of improving user experience has begun to blend the experience with what we would have traditionally called the "desktop". Conversion rates remain significantly lower on smartphones, so there is either work to be done for many businesses to optimise conversions on mobiles, or they may consider their users more likely to want to view these types of decisions on desktop views.

Many web users do still prefer desktop, laptop and tablet devices and we are now seeing a possible danger to business conversions within mobile responsive designs. For businesses that focus extensively on mobile optimised marketing, we are beginning to see some conversions on higher resolution screens actually falling beyond expetations. Instead, leading companies are looking at adaptive mobile design approaches which have the benefit of serving more relevant, contextual content and CTAs for their visitors, as well as reducing load times. Please keep in mind that "mobile first" can be a little bit misleading if we consider your customer's full journey to conversion. It is in fact very often that different devices are involved at different points in many sales.

Keeping your business marketing vision a multiplatform or multichannel strategy is always going to produce much better than focusing on specific conversion rate optimisations. We all also know that one can never forget that Customer Care and Genuine Service Delivery through happy Employees will always lead to the Best sustained result.

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