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Top Digital Marketing Trends and Predictions Redux

Posted by Partnerize on Oct 20, 2016 6:34:55 PM

Virtual Reality

It's that time of year. We're well into Q4 and predictions for the biggest digital marketing trends for the coming year have begun to surface. Sound familiar? It should. The same thing happened last year (and the year before that). Instead of adding a new list to the mix, we thought it would be interesting to look back at the major trends predicted for 2016 and compare them to what digital marketers are being told to plan and prepare for in 2017.

Here are five articles from late 2015 that included some crystal ball gazing for what would be hot in digital marketing this year. We identified the most mentioned trends across these articles, which include: video, mobile, virtual reality, internet of things, wearables, and ephemeral marketing.

1) 5 Online Marketing Trends to Watch for in 2016 - Dan Scalo, Founder and director of growth at Digitalux 

2) 15 Digital Marketing Trends for 2016 That Could Destroy Your Business - Jeff Bullas

3) Four Digital Marketing Trends that will Shape 2016 Imran Syed, Managing Principal Consultant, Oracle Marketing Cloud 

4) 7 Game-Changing Marketing Trends To Tackle in 2016 Meaghan Moraes, Marketing Strategist at FullFunnel
5) The Top 7 Online Marketing Trends That Will Dominate 2016 - Jayson DeMers, Forbes Contributor
Now, here are five recent articles projecting the big areas of focus for 2017. The most frequently-mentioned trends across these articles include: video, mobile, social buy buttons, artificial intelligence, internet of things and digital transformation. The trends mentioned most across both 2016 and 2017 include: video, mobile, internet of things, and augmented/virtual reality.
1) 5 Digital marketing trends in 2017 you need to prepare for now Martin Jones, Practice Area Lead - Industry Solutions at IBM
2) What Will Drive Digital Marketing in 2017? AJ Agrawal, Huffington Post Contributor
3) The Top 10 Trends Driving Marketing In 2017 - Daniel Newman, Forbes Contributor
Marketers who are not already on top of mobile and developing a grasp on video are behind the curve. But while the internet of things and virtual/augmented reality were supposed to dominate and shape 2016, these channels and technologies are still in their infancy at best. In fact, Gartner's 2016 Hype Cycle for Emerging Technologies cites mainstream adoption of these things is still 5 - 10 years off. So, we guess these will be included on trends lists for many years to come.
That said, marketers should still lay the groundwork for things like IoT - especially in terms of data and analytics technology. For example, as more retailers, airports, hotels, sports stadiums, etc. adopt beacons on a large scale, there will be massive amounts of data and opportunities to market one-to-one to consumers. It's important to make sure technology platforms you're evaluating today are 'future proof' and scalable with the ability to capture, track and analyze data from these emerging trends so they don't need to be replaced again in 5 years.
As a marketer, what do you see as the realistic priorities to focus time and budgets on in 2017?

Topics: General, Business Considerations, Technology, Round-Up

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