Social media and social sharing’s impact on information distribution made headlines throughout 2017. The medium’s influence spawned increased user sophistication and a demand for high-quality content. But there are other digital marketing innovations that occurred throughout 2017. Here are a few of 2017’s digital strategy highlights and where these innovations will take marketers in the future.
1. Data Security
From WannaCry to Wikileaks, 2017 was rife with security disruptions and consumers paid attention. Sharing personal information is a requirement for pretty much any form of internet commerce or goods exchange. For industries like insurance, finance and health, digital marketers will have to promote privacy protections. Educating customers on your industry’s privacy requirements and explaining the company’s securities measures in a way that builds an organization’s authority is essential for promotional materials. Security is fast becoming a prioritized selling point and should maintain a place of importance in 2018’s digital strategy.
2. Predictive Lead Scoring
Aritificial intelligence and machine learning made waves in 2017. These technologies nurtured a wave of personalized marketing tools and the tide swelled with ideas on how best to include personal assistant devices in marketing campaigns. While all of this was happening on digital strategy’s marketing side something interesting was happening in digital services as a whole. AI and machine learning began to foster efficiency in sales. With AI-powered lead scoring programs, sales personnel can target leads that are most likely to convert.
3. Going Visual and Going Live
Every digital strategy includes multi-channel distribution. Marketers are beginning to understand how to connect physical events to digital and in the process, they are expanding their brands’ market reach. Live events that feature new products, celebrities, consumers and media are streamed live to audiences via multiple channels and social sharing sites. High emphasis on visual delivery and visually-oriented digital services will see an increase in 2018.
4. More Sharing and Influencing, Fewer Ads
There are a few factors contributing to the diminishing value of social media advertisements and other digital advertising campaigns. One factor is the increased scrutiny of ads placed on major platforms like YouTube and Facebook. A second factor is a growing number of consumers who subscribe to premium channels like Netflix or Hulu, opting for commercial-free viewing. With this loss of bandwidth, digital marketers are turning to top-tier influencers to promote products and product placement in the shows themselves.
Newer technologies are also taking hold, with a lot of buzz around augmented reality, product placement and virtual reality channels. As more consumers opt for these digital experiences, new spaces for ads should appear.
If your 2018 digital strategy includes influencers, live events, efficient sales and secure data then you are well-prepared for the innovations ahead.