With mobile usage, virtual reality and voice-search on the rise, marketers must adapt to the changing landscape in which people search and consume information in order to stay ahead of the competition.
Below are five break-out trends that organizations will need to consider in 2017 in their marketing strategies. To start, lets look at one of the biggest and most controversial trends in marketing: The emergence of chat bots.
Throughout 2016, we saw a rise in the number of companies using intelligent live chat tools to automatically communicate with customers and users. This technology uses artificial intelligence to learn how to respond to questions in a way that mimics how a real person would respond.
So far, this technology is primarily used by a small subset of early-adopter companies in the software and media industries. As this technology continues to gain credibility and becomes increasingly accessible, its likely that we will start to see adoption break out of the early-adopter market and begin reaching the early-majority market.
Since Google Voice, Cortana and Siri have become increasingly embedded into devices, the usage of voice search has reached a point where many people now use it as a dominant way of searching for information.
As a result, marketers must consider how this impacts search marketing. For example, search queries are likely to become longer and more representative of natural language. Typed queries like Top beach holidays may instead be searched for like Where can I go thats hot and has a beach?
While Google has released several updates to its search algorithm to better understand the semantic relationships between queries, digital marketers will still need to consider an increasingly long-tail focused strategy for targeting voice search queries.
Another consideration is that, while Apple and Microsoft have enabled voice search on desktop devices, voice search is likely to be used primarily on mobile devices where typing is more cumbersome. As such, we can expect Google to continue increasing the importance of SEO ranking factors that impact the mobile user experience in 2017. We may even see Google announce AMP (accelerated mobile pages) as a ranking factor.
Forms havent changed much in 20 years.
For example, both of the forms below are from the same website, except one is a screenshot from 1996 and the other is from 2016. Despite 20 years of innovation, web forms still look just like paper forms.
Why should marketers care about forms? Well, forms represent the final step of the marketing funnel for most organisations. Theyre what separates anonymous web traffic from valuable leads. This means that any improvement in the form will improve the performance of all upstream marketing activity including PPC, SEO, content marketing, and native advertising.
Last year, my team ran a form A/B test on BrokerNotes. The new version of the form more than tripled the number of leads generated by the website improving the sites cost per acquisition and marketing ROI by 3X.
Like us, many organisations are starting to realize the impact that better forms can have on their bottom line. Hewlett Packard recently claimed that changing their web form resulted in a 186% uplift in leads. Expedia also generated an extra $12 million per year just by removing one field from their web form.
The ecosystem of tools and services around forms is also making it easier for organisations to upgrade the forms on your website. With services like Leadformly (for lead generation forms) and SamCart (for checkout forms), you no longer need to hire expensive consultants to get a high-converting form up and running on your website. There are also free or cheap tools like HotJar and Formismo for monitoring the performance of forms, making it easier to identify where the bottlenecks are in your forms.
Marketing automation has ballooned from a $225m industry to a multi-billion-dollar industry in just a few years, and its showing no signs of slowing down.
With the starting cost of marketing automation tools dropping from $100s per month down to as little as $10 per month, its now more accessible to small businesses looking to streamline their marketing and sales processes.
This increased adoption will mean that marketing automation shifts from being a competitive advantage to an expected tool in every marketers toolkit.
The amount of noise online is growing at an exponential rate. As a result, its becoming increasing difficult for organisations to stand out from the crowd and acquire quality leads through saturated social networking sites, blogs, and video channels.
One channel that seems to be going against the grain is podcasting. Podcast advertising has been noted as one of the most effective form of online advertising, due to the trust and familiarity that people have with the hosts of their favorite shows. This trust means that listeners are likely to consider adverts as endorsements from the hosts themselves.
Another option being pursued by number of forward-thinking organizations is creating a podcast to build an audience of prospects to share insights and learnings with. While some companies, like Intercom and Unbounce, offer monthly or weekly interviews with notable people in their industries, some companies are choosing to create a podcast series a set number of episodes focused around a specific topic.
Given the effectiveness and increasing popularity of podcasts, I think its fair to assume that this channel will continue to become more popular in 2017.
Digital marketing will only become more competitive. As acquisition costs continue to rise, we can expect more attention to be placed on optimising and automating as much of the marketing funnel as possible to enable a profitable return on investment, despite higher acquisition costs.
In addition to this, there are many emerging technologies that are ripe for savvy marketers to get a head start on.
Follow this link:
Why AI and automation are among the key marketing trends to watch in 2017 - Marketing Tech
- The Automation Conference - December 9th, 2016 [December 9th, 2016]
- The Best Home Automation Systems of 2016 | Top Ten Reviews - December 24th, 2016 [December 24th, 2016]
- Compact Automation - Actuators, Hydraulic Cylinders, Linear ... - December 24th, 2016 [December 24th, 2016]
- What is Home Automation? | Home Automation Systems - December 24th, 2016 [December 24th, 2016]
- Job Seekers - Automation Personnel Services - December 24th, 2016 [December 24th, 2016]
- iAutomation - December 25th, 2016 [December 25th, 2016]
- Beyond Automation - hbr.org - December 25th, 2016 [December 25th, 2016]
- Automation The Car Company Tycoon Game on Steam - December 25th, 2016 [December 25th, 2016]
- Automation - Wikipedia - December 25th, 2016 [December 25th, 2016]
- Build automation - Wikipedia - December 26th, 2016 [December 26th, 2016]
- Home - Enerwave Home Automation - December 27th, 2016 [December 27th, 2016]
- Automation | Technologies | Systems | Integrator ... - December 27th, 2016 [December 27th, 2016]
- Automation - DESHAZO - December 27th, 2016 [December 27th, 2016]
- Custom Automation & Machine Design | Automation GT - December 27th, 2016 [December 27th, 2016]
- IT Automation - BMC - December 27th, 2016 [December 27th, 2016]
- Werner Electric | Automation - January 28th, 2017 [January 28th, 2017]
- Automationtechies | Automation Engineering Recruiting - January 28th, 2017 [January 28th, 2017]
- Automation - Mazak Corporation - January 28th, 2017 [January 28th, 2017]
- Automation | Food Engineering - January 28th, 2017 [January 28th, 2017]
- Test Automation Services for Development of Regression ... - January 28th, 2017 [January 28th, 2017]
- UI Automation Overview - msdn.microsoft.com - February 5th, 2017 [February 5th, 2017]
- The Evolution of Automation and What It Means for the Integration Industry - Commercial Integrator - February 7th, 2017 [February 7th, 2017]
- Automation, robots could replace 250000 public sector workers in the next 15 years - Computer Business Review - February 7th, 2017 [February 7th, 2017]
- New telecom transformation goals require service automation - TechTarget - February 7th, 2017 [February 7th, 2017]
- Automation expected to displace insurance underwriters, real estate brokers - CIO Dive - February 7th, 2017 [February 7th, 2017]
- The Perks Of Automation And The Risks: Why To Think Twice About Getting Into That Driverless Uber - Forbes - February 7th, 2017 [February 7th, 2017]
- Voices Reinventing enterprise finance by overhauling AP automation - Accounting Today - February 7th, 2017 [February 7th, 2017]
- DFLabs Launches the First Security Automation and Orchestration Platform based Upon Supervised Active Intelligence - Business Wire (press release) - February 7th, 2017 [February 7th, 2017]
- VIDEO: Going Big on Automation in a Small Footprint Facility - ENGINEERING.com - February 7th, 2017 [February 7th, 2017]
- Building a better model of human-automation interaction - Phys.org - Phys.Org - February 7th, 2017 [February 7th, 2017]
- Cruise Automation Is Testing an App For Hailing Self-Driving Cars - Fortune - February 8th, 2017 [February 8th, 2017]
- AlixPartners examines automation in manufacturing and logistics management - Logistics Management - February 8th, 2017 [February 8th, 2017]
- Women need to look out for each other in automated workplaces - The Guardian - February 8th, 2017 [February 8th, 2017]
- Automation vs. the H-1B visa program: Which matters to employees? - TechTarget - February 8th, 2017 [February 8th, 2017]
- Automation is the unavoidable future of the economy - The Daily Cougar - February 8th, 2017 [February 8th, 2017]
- Speeders beware: Legislation would allow automation crackdown ... - SFGate - February 9th, 2017 [February 9th, 2017]
- Robots versus bureaucrats: Why public sector work is ripe for automation - Financial Post - February 9th, 2017 [February 9th, 2017]
- Rockwell Automation Surged 10% in January as Growth Picked Up Steam - Motley Fool - February 9th, 2017 [February 9th, 2017]
- Global Medical Automation Market to Reach Approximately $75.6 Billion by 2025 - By End User, Application ... - PR Newswire (press release) - February 10th, 2017 [February 10th, 2017]
- Automation 'key' to advancing Thai production - The Nation - February 10th, 2017 [February 10th, 2017]
- WorkWave Releases New Lead Management And Marketing ... - PR Newswire (press release) - February 10th, 2017 [February 10th, 2017]
- 'We employ insane levels of automation' Kris Canekeratne - Times of India - February 10th, 2017 [February 10th, 2017]
- Most people are optimistic about workplace automation, social data suggests - ZDNet - February 10th, 2017 [February 10th, 2017]
- Yes, there's a job creation argument for automation and technology ... - The Hill (blog) - February 10th, 2017 [February 10th, 2017]
- Technobabble: Automation and the modern worker - CIO Dive - February 10th, 2017 [February 10th, 2017]
- Improving Behavior Through Automation of Vehicle Systems - School Transportation News (blog) - February 11th, 2017 [February 11th, 2017]
- Automation Nightmare: Philosopher Warns We Are Creating a World Without Consciousness - Big Think - February 11th, 2017 [February 11th, 2017]
- Why Don't We See More Automation in Federal Networks? - Nextgov - February 11th, 2017 [February 11th, 2017]
- Automation can revitalize the US workforce - Fox News - February 11th, 2017 [February 11th, 2017]
- Readers Write (Feb. 12): The moose population; jobs, start-ups and automation; diversity in the funny pages - Minneapolis Star Tribune - February 12th, 2017 [February 12th, 2017]
- Automation can replace bureaucrats and save taxpayers money - Hot Air - February 12th, 2017 [February 12th, 2017]
- TigerStop hopes to ride automation to new heights - The Columbian - February 12th, 2017 [February 12th, 2017]
- Your Most Valuable Resource is Time Get More of it through Automation - CMS Critic (press release) (blog) - February 13th, 2017 [February 13th, 2017]
- What Does Device Automation Mean for Users? - Medical Device and Diagnostics Industry (blog) - February 13th, 2017 [February 13th, 2017]
- How To Beat Automation And Not Lose Your Job - Forbes - February 13th, 2017 [February 13th, 2017]
- Logistics firm gets automation boost - The Straits Times - February 14th, 2017 [February 14th, 2017]
- PP Control & Automation launch new video to kick-start exciting plans for 2017 - Manufacturer.com - February 14th, 2017 [February 14th, 2017]
- Automation's Impace on Data Center Monitoring Alerts - The Data Center Journal - February 14th, 2017 [February 14th, 2017]
- Hollysys Automation Technologies Reports Unaudited Financial Results for the First Half Year and the Second Quarter ... - PR Newswire (press release) - February 15th, 2017 [February 15th, 2017]
- 4 Automation Hacks to Save You Money and Manpower - Yahoo Finance - February 15th, 2017 [February 15th, 2017]
- Istuary Innovation Group and Bluewrist Partner to Bring Robotics and Automation into China's Manufacturing Sector - Yahoo Finance - February 15th, 2017 [February 15th, 2017]
- Redwood Software Named a Strong Performer in Independent Robotic Process Automation (RPA) Report - Yahoo Finance - February 15th, 2017 [February 15th, 2017]
- Boeing ramps up automation, innovation as it readies 737MAX | The ... - The Seattle Times - February 15th, 2017 [February 15th, 2017]
- Robots and AI are coming for our jobs, but can augmentation save us from automation? - Digital Trends - February 15th, 2017 [February 15th, 2017]
- The Impact of Bad Data in Automation: Why Quality Management is Critical - R & D Magazine - February 16th, 2017 [February 16th, 2017]
- Automation: Are We Empowering Human Interaction Or Displacing It? - Business 2 Community - February 16th, 2017 [February 16th, 2017]
- Life in the Fast LaneAutomation with Software-Defined Intelligence - InfoWorld - February 16th, 2017 [February 16th, 2017]
- Luddite Lefty Journalists Apparently Think Workplace Automation is Conservatives' Fault [VIDEO] - Daily Caller - February 16th, 2017 [February 16th, 2017]
- Will automation define the future of network technology? - TechTarget - February 16th, 2017 [February 16th, 2017]
- Editorial: Improving automation - The Motorship - February 17th, 2017 [February 17th, 2017]
- TigerText Unveils Role-based Scheduling Automation, Amazon Alexa integration - HIT Consultant - February 17th, 2017 [February 17th, 2017]
- 89% people want automation at workplace: Adobe - Economic Times - February 18th, 2017 [February 18th, 2017]
- Delta veers to EV parts, automation - Bangkok Post - February 18th, 2017 [February 18th, 2017]
- Robotic process automation makes nearshore outsourcing more ... - CIO - February 18th, 2017 [February 18th, 2017]
- The working-class job that Trump could save from automation - Washington Post - February 18th, 2017 [February 18th, 2017]
- China must be ready for automation - Basic Income News - February 18th, 2017 [February 18th, 2017]
- Bill Gates Says Robots Should Be Taxed Like Workers - Fortune - February 18th, 2017 [February 18th, 2017]
- Trump and automation challenge India's IT industry - VentureBeat - February 18th, 2017 [February 18th, 2017]
- Both Trump and Automation Are Challenging India's IT Industry - Fortune - February 20th, 2017 [February 20th, 2017]
- 89% people want automation at workplace: Adobe - ETCIO.com - February 20th, 2017 [February 20th, 2017]