Wondering what 2017 has in store? Political developments aside, the following three points will be key for digital marketing success:
Mobile is here
To echo Google, ‘Mobile is here’. In fact, 2016 saw one of Google’s biggest changes to AdWords – with the search engine giant dropping the right hand side ads on desktop to make the search experience consistent across all devices.
During 2017 Google will continue to expand on its ‘mobile-first world’ strategy, introducing changes to both search and display ads.
What can you do?
If you’re website still isn’t mobile optimised, and you haven’t included device targeting within your digital advertising strategy, start TODAY!
Video Video Video
When was the last time you flicked through a social media feed without seeing video content? Can’t remember? Neither can I. The truth is video content is here to stay, with users now calling on this type of media in all times of need – whether looking for advice when buying a particular product or to find out more about a brand or business.
What can you do?
Utilise video to think of new and innovative ways in which you can engage with your target audience. Personal Trainer? Develop a step by step fitness and diet plan for Dry January. Recruiter? We all know January is one of the most popular times for individuals to search for a new job. Utilise this trend and engage potential candidates with top tips videos, from re-wording C.Vs to aceing an interview! Video can work for all industry sectors, just make sure it is working for you.
Voice Search
With more of us talking to our mobiles through Cortana, Siri or Google, together with the recent launches of Google Home and Amazon Alexa – optimising content to support voice search and voice delivery will grow heavily in 2017.
What can you do?
Think about your target audiences when writing your content and ensure the information is both valuable and engaging, providing answers to ‘typical’ and relevant questions, whilst including phrases site visitors are likley to use in speech. Remember, the majority of people will be using voice search on mobile devices, so ensure your site is optimised!
