2017 Key Trends in Digital Marketing05-01-2017
The beginning of the new year beckons a fresh beginning for you and your company. Are you wondering what exactly you need to include in your digital marketing strategy for the coming year? A number of new challenges and opportunities await you in the coming year and ICON is pleased to share some insights into what you can expect in 2017.
1. Mobile-First Indexing is the Future
The use of mobile as a search medium has steadily been on the rise over the last few years. It’s come to a point where mobile search can no longer be considered a specialised area within SEO, but rather the pivotal point of all searches made. Expect this trend to continue throughout the next 12 months as more and more people make the switch from desktop to mobile. Google has already announced that mobile-first indexing will begin to take priority, although there hasn’t been any clear indication as to when this will occur. One thing is certain, Google is taking mobile very seriously and so should you! If you don’t have a responsive website that can be viewed clearly on all devices, then 2017 is the year to make this happen. Keep in mind though, that not having a mobile website is better than having an incomplete one so make sure your mobile website is fully functional before launching it.
2. The Demand for Content will Continue to Grow
Something that is very evident from the last few years is that there is already a huge demand for digital content. As people turn to their screens, more often they’ve come to expect an unlimited amount of high-quality content to meet their needs. The challenge in 2017 will be the type of content you produce. A recent study by HubSpot indicates that video content is the way forward with 55% of users fully consuming the content which they present. People are more likely to pay attention to the content featured within a video over any other form of content. The challenge of producing high-quality, fresh content in video form may seem challenging, however it is becoming increasingly easier and more affordable to create video content.
3. Search Will be the Key to Success
With the recent phenomenon of micro-moments, the key driver of traffic to your website will come from organic searches. In fact, research on the matter carried out by BrightEdge revealed that 51% of traffic to a website comes from organic search alone, with 10% coming from paid search and only 5% coming from social media. This is a substantial amount of traffic that shouldn’t be overlooked! Through the implementation of a combined organic and paid search strategy, your company should see a significant increase in traffic coming to your website in 2017.
4. Voice Searching Will Become the Norm
Through the growing number of virtual assistants such as Siri, Cortana and Google Voice Search, voice searching is already increasing quickly in popularity. As much as 20% of all mobile queries are currently done through voice search with this figure expected to rise rapidly over the next 5 years. This means that “natural language”, a fully formed sentence, will begin to take preference over “computer language”, a phrase or a combination of keywords. This is perhaps something you should keep in mind when formulating a long-term strategy for your business, being an early adopter may give you a strategic advantage over your competition.