A new year means new possibilities, and for marketers, it’s a time to find new ways to reach audiences. As we near the end of this year, here are some of the top trends to adopt to get ahead for 2017. 
Let’s Get Visual
Video content is picking up speed as one of the top inbound marketing trends. Forbes found that 59% of executives would rather watch a video than read through text. Video is easily digestible, and your audience is more likely to get through an entire video than to completely read a blog post.Humans are visual creatures, so using video as part of your content strategy is a smart move. It’s great content to share on social media and can also influence consumer-purchasing decisions. 90% of users agreed that watching a video about a product is helpful to their decision-making process.
Live video streaming is something to watch in 2017, and many companies haven’t quite figured out how to use it for marketing yet. Just like with video, live streaming is a way to engage with your audience right in that moment. Brands might consider using Facebook Live or YouTube to share behind the scenes footage of an event as it is happening, or to demo new products. Just like with the news, people like getting information right as something is happening. Live video presents an opportunity to do this.
The Continued Mobile Presence
People are always on their phones, this is not anything groundbreaking. We know that websites and content should be optimized and look good on mobile devices. However, people are accessing the Internet more often on their smartphones than on a desktop computer. Mobile-first strategies will become even more essential. The majority of time people spend on their phones is using apps, so if your company does not already have an app, this is something to consider. Apps should coordinate with your product or service, like the Nest Learning Thermostat that lets you control the temperature of your house from your phone.
Cross-device marketing is gaining ground as part of inbound marketing trends that is becoming increasingly important for customers that are looking for a seamless user experience. 53% of consumers think it’s important to be recognized as the same person across every channel and device used for a purchase. So if someone places items in their cart while on their phone at lunch, they want to be able to see those items after dinner when they go to complete the purchase on their tablet.
Native Advertising
Native advertising, or ads that don’t really look like ads and fit in with the surrounding content, are on the rise. Native advertising, sponsored content and promoted listings are less disruptive than banner ads or a pop-up, because they are integrated with content, making people more likely to interact with them. Although this is advertising, it still needs to have an inbound spin by providing engaging, well-designed content to your audience, using storytelling techniques or interesting visuals.
Business Insider projects that native advertising revenue will increase from $16.8 billion in 2016 to $20.9 billion in 2017, and will continue to rise all the way to $36.3 billion in 2021.
Make It Personal
There are so many messages floating around online that it can be difficult to capture the attention of your desired audience. They have plenty of options, so any message that is not interesting or relevant to them just gets ignored. People expect a personalized experience and this inbound marketing trend is part of the future of business. Personalization goes back to the heart of inbound by providing people with content that is relevant to them and their needs.
You can create this experience by using what you know about your buyer personas and the buyer’s journey to show your audience products and content that will be most appealing to them. This will also help to build your relationship with your audience and customers because they will feel that your brand is providing them value.
The Power Of Data
Data-driven strategies are not going anywhere. In digital marketing, it is essential to track and measure the right analytics to provide a customized user experience; find out which channels your audience uses most; understand the ROI of your marketing efforts; and more. And don’t just collect data from your website or blog. Social media insights should be part of the equation as well. “Analyze your data and turn it into insight to improve your overall marketing plan,” recommends Pan Communications.
If you’re not using analytics, then you’re missing out on the complete picture of how your marketing efforts are working.
Here’s to another year of inbound marketing, and inbound marketing trends yet to emerge, in 2017.
