Online Marketing News 2017 – What to Expect in the New Year

Each year, we look forward to the new year and its promises of fresh opportunities, new adventures, and most importantly, new sales. While we can’t control what happens inside the office, we can control our digital strategies and what messages we put out into the world.

What will marketing look like in the next year? How will brands use digital marketing to reach their target audience? These are just some of the questions that come to mind as we look ahead to the New Year. Let’s have a quick look at what’s trending in online marketing news this year.

Video Takes Center Stage

2017 was the year of video. From YouTube superstitions to Facebook’s huge shift to video, the world has shifted to video. According to HubSpot Blogs research, 66% of millennials use video content in marketing, compared to 55% of Generation X and 48% of baby boomers.

That should come as no surprise. With video content being as accessible as it is on major social media platforms, millennials have grown up surrounded by video content. They love video, and marketers should love video too.

The trend towards video is clear. According to HubSpot Blogs, 76% of marketers reported using video content in their marketing. Additionally, 72% of marketers plan to increase their use of video in the next year. It’s clear that video is going to be a vital part of any strategy in 2018.

Here’s another video trend that will continue to gain popularity: 360-degree videos.

These videos allow viewers to see a complete scene, from a different angle. They’re great for showing off a product’s features or demonstrating how a service works in real life.

The advantage of a 360-degree video is that the viewer can move around in the scene, observing it from all sides. However, this doesn’t come without its challenges. In order to ensure that the viewer is always kept in the center of the action, the video’s creator needs to ensure that they include important details like audio and imagery that doesn’t interfere with the viewer’s ability to stay engaged.

Infographics Grow In Popularity

While video content is becoming more popular, infographics are on the rise as well.

According to HubSpot Blogs research, 64% of millennials use infographics in their marketing vs. 58% of Generation X and 50% of baby boomers. Additionally, 55% of marketers plan to use infographics in their strategy in the next year.

What is an infographic? Simply put, an infographic is a type of visual content that packages data and information into simple, fun, and engaging images. Because they’re usually shorter than a blog post or an e-book, infographics are great for gaining readers’ attention and encouraging them to take action (e.g., visit your website, buy a product, etc.).

With all of YouTube’s educational videos, Instagram’s popular live videos, and Pinterest’s trend-spotting pin-ups, the days of text-only content are gone. Nowadays, we have an abundance of mediums where content can be delivered in an engaging and attractive manner.

Social Media Is Still The King

Last but not least, let’s not forget about the social media marketing kings and queens. According to HubSpot Blogs research, 55% of millennials, 52% of Gen X, and 48% of baby boomers use social media to learn about products and brands.

Additionally, 71% of marketers plan to use social media in their strategy and only 16% have no plans to use social media in the next year.

Considering that social media continues to be one of the most effective ways to reach your audience, marketers should continue to focus on it as a vital element of any strategy.

On that note, here’s a useful infographic that will help you form a clear picture of the current state of social media marketing.

With each passing year, the world of digital marketing changes, as do we. However, one thing remains the same: social media continues to be one of the most popular ways to reach an audience and engage with customers. It’s clear that marketing on social media will continue to be vital in the coming year.