With the New Year rapidly approaching, it is time for marketers to take a look back at 2016 to determine the results of their Marketing strategies and then lay out their plans for 2017.
As online technology continues to advance, more B2B companies are embracing the Digital future of marketing. Every day more sources of information arrive on the digital scene and companies produce more content to keep up with the demands of the consumer. As a result, B2B businesses are adapting their contact and promotion efforts to reach out to the constantly-connected, need-information-right-now customer.
Digital marketing is changing at a rapid pace and the wise marketing team will develop strategies and tactics to optimize their approach and maximize their results. With this in mind, we will look at the advancing technologies that will have the biggest impact on marketing in 2017.
Data-Driven Lifecycle Marketing Optimization
Data-driven lifecycle marketing is the new paradigm for 2017. This is marketing that collects and analyzes data from all points of the marketing and sales cycles to enhance the buyer’s journey with timely targeted interactions at all points in the sales funnel. New marketing combines first-party data with analytics from previous and current interactions to produce optimized campaigns across multiple devices and channels.
The quality and depth of marketing campaigns will be adjusted based upon data-driven analysis of clients that will maximize the long-term value. Current clients will receive more targeted and personalized marketing that focuses on their known needs and goals to maximize the possibility of further sales. Predictive analytics will be used to identify and then market to potential clients that have the greatest potential for conversion based on data patterns.
The use of marketing automation will increase as digital technologies and data collection and analysis grows. Automating the previously hands-on processes of lead-scoring, analytics, lead-nurturing, customer relationship management and sales enablement has produced significant results in B2B companies. 80 percent of marketing automation users saw their number of leads increase and 77 percent saw the number of conversions increase.
Mobile Advertising and Cross-Device Optimization
Mobile devices account for 53 percent of paid-search clicks and by 2018 the global wearables market is projected to reach $19 billion. According to AdWeek Magazine, consumers are spending 25 percent of their time on mobile and only 22 percent of their time on their desktops. In addition, consumers are accessing the internet with an average of five different devices. Marketing must involve optimizing mobile experiences across multiple devices, whether a smartphone, tablet, laptop or desktop, in order to follow the consumer through the devices and encourage conversion on each step of the journey.
Customer Data Platforms and Predictive Analytics
As more data is collected through connected analytics platforms, more automated grading-based algorithms will emerge to address the new economics of data: processing and analyzing data at greater volumes and frequency to uncover new business insights and opportunities. Companies that succeed in 2017 will move their focus toward more predictive marketing; using the data they have captured to determine the potential best clients and developing marketing campaigns to reach out to and convert the targeted audience.
2017 will be another year of changes and new directions for digital marketing. As prospective customers demand more authentic content and real-time information, Google will stretch to provide links to it. Digital marketers must stay focused on the needs and wants of clients in order to provide the best content and customer experience that will build solid relationships and brand loyalty. For an in-depth discussion, download KEO Marketing’s free Marketer’s Guide titled “Top Digital Marketing Trends for 2017”.