Content marketing has maintained its popularity as the top three for three years in the row, and it will look the same for 2017. It has caught the attention from Canadian marketers, as they are devoting resources and investments in this area. However, marketers will need to use a strategic approach by including integrated content and brand publishing.
(Smart Insights, 2016)
Mobile usage continues to grow due to the mobile platforms for apps and social media. Research shows that native marketing has become the preferred form of advertising with the younger audience. Although mobile usage grows, desktop remains the device with the longest time spent.
Experiential engagement like augmented reality (AR) and virtual reality (VR) has gain popularity and will provide a new platform opportunity for brands to create more experiential marketing and increase engagement with the consumers.
The Internet of Things, will increasingly grow, as in 2013 there were 28 million ‘things’ connected and it is predicted that by 2018 it will increase to 114 million IoT connections worth $7 billion. Thus, data-driven marketing will be in correlation as it provides marketer access to data and insight analytics for more effective targeting. This will also explain the increasing use of artificial intelligence for marketing solutions.
“Instant” speed is the norm for Gen Z and Alpha, since instant communications is increasingly demanded. These consumers gravitate to instantaneous and simultaneous social media apps likes Snapchat, Instagram, and Musical.ly. What’s more surprising is that this rapid speed is expected to only be a bare minimum requirement. Hence, online marketing websites needs to be less than 3 clicks and faster than 8 seconds!
—
References:
https://www.the-cma.org/about/blog/top-2017-trends-in-programmatic-ad-spending
MYDIGITALMARK 