Digital Marketing in 2017

Written by Melanie Smith: Digital marketing manager.
· 4 minute read

As we move in to December and 2016 draws to a close, we take a look at what to expect in the world of digital marketing in the New Year. From upcoming Google Adwords updates, to rising trends and innovations, 2017 looks to be an exciting year for digital marketers and brands alike.

Google Adwords

We already know for certain of a couple of changes coming to Google Adwords in early 2017. From January 31st, Google Adwords will switch over to expanded text ads, and advertisers will no longer be able to edit or create standard text ads. Expanded text ads are 47% larger than the standard texts ads, and according to Google, advertisers can expect a 20% increase in CTR due to the greater visibility achieved through expanded ads.

2017 will also see changes to the Google Adwords interface. Google says that functionality will not change, but the way data is displayed will be redesigned. Hopefully this will mean a simplified platform, which is easy to navigate and improve campaign performance.

From January, Google Adwords will also completely stop running display ads in Flash format, so if you’re running Flash ads for your display campaigns currently, be sure to switch over to HTML5 ads in the New Year.

Voice Search

Voice Search has already seen huge growth in 2016, with Google announcing that 20% of all searches have voice intent, and we expect 2017 to be even bigger.

The queries that people use when using a search box, compared to voice search are incredibly different. While search queries tend to be relatively short and to the point, voice search terms are much more conversational, and tend to be longer.

In 2017, marketers may have to consider this when it comes to building a content strategy. Think about how people are likely to phrase searches out loud, and be sure that your website is set up to answer searchers voice queries. This could mean an increase in Q&A style content, or content with a more conversational tone.

Video Content

Although video content is by no means new, we think it’s set to become even bigger in 2017.

As it stands, according to these statistics by Isiva, one third of all online activity is spent watching video, and 36% of online consumers trust video ads.

A few video trends we could expect in 2017 include the growth of live video streaming. We have already seen the success of platforms such as Facebook Live and Periscope in 2016, and we expect the popularity of live-streaming to grow even further next year. Businesses should start thinking of how to incorporate live video into their marketing strategy – think of live tours, or live streaming any events or conferences!

Temporary video content has already seen massive success thanks to Snapchat and, more recently, Instagram. With Snapchat predicted to reach 217 million daily active users by the end of 2017, this is one form of video content marketers shouldn’t ignore when it comes to planning their strategy for 2017!

If you or your business needs any help planning a successful digital marketing strategy for 2017, get in touch, we’d be happy to help you stay ahead of all of the latest trends!

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