2016 has seen some amazing developments in online marketing. We've witnessed the explosion of Pokemon Go and the steep rise of virtual reality. However, what are experts predicting will be the main online marketing trends in 2017?
The craze of Pokemon Go signaled to marketers everywhere that consumers are ready for augmented reality (AR) experiences. This, combined with the fact that Pokemon Go earned $10 million per day in revenue, is likely to lead to the true rise of augmented reality in 2017. Marketers have been exposed to the earning potential here and so we are likely to see brands producing AR games, apps and other experiences to engage users.
Technologies such as augmented reality and virtual reality are likely to lead to the rise of 'immersive experience' content marketing in 2017. Users are no longer content with staring at pictures of products on brand websites. AR and VR technologies have resulted in a user mentality that expects far more of a product experience. However, AR and VR aren't the only ways that brands can offer this immersive experience. There are lots of other tools available for brands, such as 360 product videos, hosting webinars and delivering workshops, to provide an interactive experience for their users and immerse them in their brand.
Live video streaming is predicted to fully take off in 2017. In the last couple of months we have seen how live video has been used to engage online audiences in the US election, and this is just one example of how social media users are demanding more in the moment content to feel part of events that they previously wouldn't have been able to access. With internet speeds at an all time high and more and more apps carrying a live video function, it looks likely that live video will become a key feature of many brand's marketing strategies in 2017.
These are just some of the trends that we are seeing heading into 2017. The common thread between them however is definitely that online consumers are demanding far more from brands. As online marketing continues to become more crowded, brands will need to provide these immersive experiences and begin to interact with online consumers in new ways if they are able to remain competitive.
Users are also craving more immersive experiences, giving them the feeling that they’re doing more than staring at a phone or laptop screen. Augmented reality (AR) and virtual reality (VR) are two technologies driving this mentality forward (and I’ve already mentioned AR), but don’t forget other ways of providing this immersive experience. You can offer 360 videos to make your users feel like they’re living in a moment, or host live webinars and workshops to get people to engage with you. The key is to provide some level of interaction in a way that makes people feel like they’re a part of something bigger.