In 2017 content marketing will finally hit the mainstream and will become key in digital marketing strategies of companies all over the world. A recent study by Hubspot showed that 75% of businesses determine content marketing top the priority of marketing for the upcoming year.
Having examined the materials of forecasts for the development and trends in digital marketing for 2017, we have compiled a checklist of basic techniques, the use of which will determine the success of your digital marketing strategy.
1. Native advertising: use of this method becomes ever-present
The system of digital advertising is experiencing an existential crisis: people becoming more aggressive and tired of banner advertising every year. It pushes users to use ad-blocking software (adblocks extensions on browsers for example).
Ad-blocking technology is not new, and its use is gaining momentum, especially in relation with the connection to the trend of flagships like Apple: the new Apple’s OS has presented its users with a simple activation of adblock program; it can avoid not only annoyingly obtrusive advertising, but it also helps to load pages faster.
It should be added that some reputable brands defending their interests begin to deal with adblocks offering users to disable adblock for their site, such as Forbes.com. It asks you to shut down adblock and informs you of the need to turn it off if you want to go to their website.
Native advertising is the way in which an advertiser attracts attention in the context of the site and the user’s interests. It is perceived as part of the site you’re visiting, features of the site are taken into account. It is not identified as an advertisement and does not cause rejection by the audience. Natural advertising looks the same as the other content on the platform, but the advertiser is promoting that content to achieve its goal – to show ads to more people.
So in essence, being subliminally promotional without seeming like it. You’re seeing many sites such as IGN do this for example where they post a long video review of a product, but it is actually a promotional piece guised as a lengthy positive in-depth review. This is the best way as people don’t automatically dismiss the product at hand as ‘advertising’ and categorize it in their mind and therefore reject it.
2. It becomes necessary to create long-related content for website owners
In a recent Forbes article was said that although Google’s Knowledge Graph appeared in 2012, only recently it has evolved into something truly spectacular.
Now, if you type in the search bar some common query (like “New York”), you will see on the right some brief body of text and images. And it is clearly tempting us to believe that Google is moving from the information system of the engine to the knowledge engine.
So what is Google Knowledge Graph? In fact it is a long tail of search queries provides readers with instant answers to their questions in the form of well-structured summary information, which they use without following links to other sources.
3. The territory of search engine optimization goes beyond the search engines: marketing moves in social networks
When shopping users are turning to search engines less and less. Increasingly, people are looking for products directly in social networking sites, like Facebook, Youtube and Pinterest, where other users openly discuss the advantages and disadvantages of any product.
For many companies it becomes necessary:
– efficient companies in the major social networks: Twitter, Facebook, and lindkenIn;
– the use of advertising platforms in the social media of the second level: Instagram, Pinterest, Snapchat, Tumblr and others.
This also ensures you have brand awareness and reputation across all channels. Customers do their research, and if they find out you’re reputable across social media channels and have a following, it is more likely to gain you a new customer since they’ll want to be the next in line to try what you have to offer.