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Marketing trends to watch out for in 2017

Lesley Alexander
March 08 2017, 5:18 pm

Some tactics that could transform your marketing and communications this year…

Make your content relevant
You’ve probably heard the expression ‘content is king’ and it’s no different moving into 2017. Content marketing is a tactic that many brands use to engage and interact with their customers. However, to create content that truly resonates with your audience, you should think beyond simply creating stories and consider making your content relevant to the consumer journey. The exact journey a consumer takes will vary from industry to industry but, generally speaking, there are a few key milestones that can benefit from relevant and targeted content. To reach consumers at the beginning of the journey, your content should focus on raising brand awareness and promoting your company’s ethos. To engage with those who are aware of you and want to know more, focus on storytelling and creating benefit-driven content to inspire your customers to take action. Content creation doesn’t stop there. You also need to consider your ongoing strategy and how you can build long-term relationships with your established customer base. 

Invest in video
More and more people are consuming video content and it’s a proven way of engaging with consumers. Statistics from HubSpot confirm just how powerful this medium can be when it comes to developing compelling marketing strategies. According to the figures, including a video on a landing page can increase conversions by 80% and including video in email can lead to a 200-300% increase in click-through rates. 

Mobile first
The future is mobile! Organisations should no longer think about optimising for mobile and instead they should adopt a mobile-first strategy. Statistics from the Deloitte Global Mobile Consumer Survey 2016 reveal just how much we all rely on our smartphones. The survey found that 81% of consumers own a smartphone and 32% of the population scroll through their phone within five minutes of waking! Figures from Invodo also support the power of mobile video; video views on mobile platforms grew six times faster than desktop views did in 2015. So to really maximise your reach, consider tailoring your communications for a mobile experience and ensure your messaging integrates with the ‘on-the-move’ mobile culture. For more information take a look at our recent article, make it mobile

Personalise 
With millions of marketing messages being promoted every day, it’s crucial to try and stand out from the crowd. Personalised communications can be a great way to cut through the noise and engage with your audience. Many consumers switch off when they’re confronted with generalised marketing because the message doesn’t relate to their behaviours, wants or needs. By creating personalised content that speaks to a consumer on a one-to-one level, you are more likely to make a better first impression and create a more meaningful relationship.  We regularly work with our clients to create personalised content through audience segmentation. You can find out more about how personalisation can boost your communications by reading our blog on the power of personalised video

To discuss these trends and strategies in more detail and to find out how we can help transform your 2017 marketing and communications, contact our team today on 0203 7725 370.