Creative marketing ideas can help a company stay ahead of the competition and as a small business owner you are probably keen to learn about the main trends to keep in mind when planning your promotions for the year. Let’s take a look at some of the top marketing trends for 2017 that you can use for inspiration when planning new and improved experiences for your customers.
Marketing Trends to Watch in 2017
1. Content remains king
88% of B2B marketers used content marketing to grow their business last year and there are no signs of this trend slowing down. Audiences need to be reached with personalised, relevant content so we will see a big trend in tracking customer habits and interests. Content delivered frequently that is short and sweet will appeal in our time poor world. There will also be an increased leaning to business storytelling this year as targets want to know more about your brand and stay informed about your product, service, team etc.
The digital landscape allows you to deliver fresh content and a unique story that helps your targets make a connection with your brand. The continuing trend of user-generated content (e.g. Ice Bucket Challenge) will let your business tell your story through the eyes of your customers. Also, think about interactive content, such as a customer quiz or a competition that lets you engage with your audience and build your email database along the way. As technology continues to evolve at a rapid pace, expect to see exciting developments in virtual reality and augmented reality (think Pokémon Go).
Content marketing trends summary:
· Personalisation
· Storytelling
· User generated content
· Interactive content
· Augmented reality
· Virtual reality
2. Paid promotion will breakthrough 
The popularity of influencer marketing gives businesses the chance to raise their profile through word of mouth campaigns generated by personalities that consumers admire. An influencer might write a blog about your company and/or promote you across their social media to spread the word. Influencers come from all walks of life including Bloggers, YouTube stars, Instagrammers as well as celebrities. A trend forecast this year for B2B companies is the adoption of influencer marketing campaigns through content marketing, social media influence and LinkedIn thought leadership.
Another paid promotional trend this year will include native advertising – where content resembles editorial content but is paid media. This trend will continue in 2017 as content is generally useful and relevant to the target audience making it an ideal platform for new marketing campaigns. Expect also to see a trend this year towards social media advertising, remarketing and sponsored content.
Paid promotion marketing trends summary:
· Influencer marketing
· Native advertising
· Social Media Advertising
· Remarketing
· Sponsored content
3. Video is set to explode
The use of video has enjoyed steady growth but video is now on track to be the answer to many business goals this year whether you’re looking to increase customer reach, leads and/or sales. 2017 will see video used in many different ways to engage target audiences – so don’t forget to include video in any email marketing campaign. Short videos that are part of a series will be big trend this year as will live-streaming where you take people behind the scenes of your day-to-day business. 360-degree video will also enjoy popularity as the immersive experience helps increase customer engagement.
Video marketing trends summary:
· Videos in email
· Short videos (part of a series)
· Live-streaming
· 360-degree video
