Content is still king when it comes to digital marketing, however these five platforms are or still gaining market share & momentum in 2017 - Viral Videos, Live Videos, AR & VR, Apps for Data Visualization & Short Shelf Life Content
1. AR & VR Technology
The potential of augmented reality and virtual reality in business applications has never been more promising. After the gaming industry latched on to the new technology to enhance the user experience for gamers, developers have released apps that can help boost businesses. For instance, architects can make use of AR to give clients a virtual tour of what the finished product would be like. In digital marketing, businesses can exploit VR to help customers get a better picture of their vision more than any other type of messaging could.
2. Live Videos
Facebook Live and Snapchat Videos are just some of the platforms that can be exploited by digital marketers. Video content will dominate the scene in the next few years with Cisco predicting that 80% of consumer internet traffic by 2020 will be cornered by videos. Meanwhile, Facebook Live is growing 94% each year in the U.S. with eight billion views daily.
Facebook was embroiled in a scandal when its video platform was used to broadcast several violent attacks, which prompted founder Mark Zuckerberg to announce the hiring of 3,000 more people to police the platform of any offensive content.
3. Apps for Data Visualization
Applications like Data Hero, Tableau, Dygraphs, and Visual.ly have been helping digital marketers package big data for easy consumption not just for businesses but the consumers as well. This is not exactly a new trend. However, for this year, it's projected that businesses will make sure to exert more effort in using these tools to interpret the facts and figures at their disposal.
4. Viral Videos Won't Go Away Anytime Soon
Last year, Samsung was the big winner after three of its video ads went viral. By December 2016, they already had almost 500 million views total. Viral marketing will continue to be an effective tool for brand recall. Google's new updates, particularly on placing more importance on the social status for ranking, will really benefit businesses that invest in quality content. The downside is the short lifespan of viral video marketing. The trick is when to increase engagement, boost traffic, and convert them into income before interest wanes.
5. Content With Short Shelf Life
Businesses might dismiss expiring content as an effective means to build on the brand. After all, Facebook Stories or Instagram Stories only stay for about 24 hours before they are no longer seen again. Of course, this concept was copied from Snapchat, which has a similar feature. Digital marketers are basically exploiting the “fear of missing out,” which is human nature. Nobody likes to be the odd man out when everybody is talking about the latest video or when they grab the latest product, which is the reason why Kylie lip products sell like hotcakes even if they don't really offer anything new.
Companies & businesses that do not see the impact of digital marketing to improve their online presence & revenue are going to get left behind by the competition.
A report from statista.com, claims that the U.S. digital ad spending will increase to $118 billion in 2020 from just below $60 billion in 2015. That's an increase of double over just five years and the amount ona global scale is projected to grow to over $250 billion by 2018.