Online Marketing in 2017: Be Ready to Take the Leap

In 2016, the online marketing industry has introduced several ground-breaking concepts which have been adapted across different platforms. Pokémon Go was a revelation, and the industry did not expect the earning potential that stemmed from this augmented reality (AR) experience. The app made $10 million a day, and although the hype was not sustained, it had given internet marketers an idea of what works.

More than any other industry, the online marketing world is generous to companies or groups that plan ahead, anticipate shifts in trends and take calculated risks. These are the best ways to stay ahead of the competition and bring in financial success for your company or your clients. Here are few things worth looking into:

1. Native Advertising

This isn’t a new concept. Native advertising has been around for several years, but it will be on upward swing next year. Consumers have become more discerning and want to see ads that cater to their needs and interests. The one-size-fits-all ads don’t get people’s attention anymore. Ads and commercials will become more targeted to specific niches. Instead of Christmas shoppers in general, the commercials will be about grandfathers looking for gifts for their grandchildren. The approaches are also more heart-warming than hard sell – no longer selling a product but an experience.

2. Immersive Content Marketing

Virtual reality and augmented reality has made people crave the interactive experience. They’re no longer content with tapping at their phones or clicking on their computers. Immersive marketing will become the norm in 2017. Companies will be offering live webinars and workshops which connects people from different countries and allows them to interact with one another. 360 videos also brings your target audience to where you are, and this makes them a captive audience. If you’re selling vacation packages, you don’t even have to do pitches. Take your prospective clients to the site and allow them to look at the view from different angles. It will be an easy close after that.

The next few months of 2017 will be more about making your customers feel and experience the bigger picture. That there is so much more to life that they are not seeing, tasting, or feeling.

3. More ‘Dense Content’

Content will continue to be king, and will dominate in an even bigger way than it had the past years. However, since there is plenty of fluff and rubbish online, the best way to differentiate yourself would be to create more densely packed and concise content. Nowadays, people just scroll through news feeds and share content or videos based on the headlines they see. Internet marketers must respond to this trend by making sure that their headlines are catchy and the snippets truly worth reading.

4. Live Video Streaming

Online marketing will be all about live video streams in the coming year. Netizens can’t wait for the news articles or blog post to go up. They want to see what’s happening and see for themselves how the event unfolded. Given that mobile phones are packed with more power now and Internet speeds are going blindly fast, the problem of slow and buffering video streams will be eliminated. Soon press conferences, movie premieres, product launches and other events and much-awaited affairs can be streamed live.

This will open unlimited income opportunities to internet marketers, not to mention allow them to reach a wider audience.

If you’re an online marketer, you don’t necessarily have to try out all of these things at the same time. Just keep an eye out for how fast or slowly they are developing and plan the right time to jump in and launch your campaign. It can be tricky and confusing, so if you’re unsure, you can let professionals handle the job for you. Expert SEO Companies in Bedfordshire have teams of skilled professionals who can sit down with you and brainstorm your online marketing campaigns for 2017.

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The Continuing Movement to Going Mobile for Websites

It has been more than three years since mobile users started to outnumber desktop use when it comes to internet browsing. Through all that time, mobile users have already changed cellphones, some have changed more than once, compared to desktop users who will only now be at the end of their equipment use cycle. That should give non-technical advertising people some pause while they understand the impact of the PC buying cycle.

Besides the buying cycle, there is the immediacy of using a cellphone to access the internet. It is always on and in the hands of the user. While using a map to navigate, mobile users can also check out an online app to pull data from the internet. This has made cellphone use pervasive as well.

Website design companies understand that there has been a paradigm shift. What is not too obvious is that the paradigm is still shifting, and there are still some issues to iron out.

Shifting to Responsive Design

The concept of responsive design is a simple and elegant solution to accommodate all internet users. Using only one code and design, the website adjusts itself to the device making the request. When the user first requests for a website, the device also sends certain information, specifically the screen resolution, and operating system. The resolution coupled with the operating system are enough for the server to know that it is a mobile device.

The website code is based on these initial information. For a desktop user, the code will be for desktops. For mobile device users, the code will be for mobile devices. This has resulted in navigation changes, and menu placements which appear different for different devices.

Of course, there are some websites which should have been responsive, but the rendered page is no different from one device to another. This is usually due to the use of a switch in the code, which states that the responsive part of the code will not be used. Some WordPress sites are guilty of this mistake.

Mobile First

Responsive design is only the first step. Now with more mobile users than desktop visitors, the emphasis should be mobile first. However, there are those who have a bias to designing with the desktop first. The developer cannot be blamed, because he is using a desktop to create the page. That bias will not be easy to break. The tools are already on the mobile device, but it is still a lot better working on the desktop rather than on a smartphone.

However, the intent is there and developers as a whole understand that the tool is not the primary client. Designing for mobile first is a direct result of the change in the main or primary user device.

The App

The next step is the app. Not all websites, or companies online have an app. Admittedly, doing so would be an overkill, as not all websites would work well with an app. If it was an ecommerce site, an app would help. If the site was updated daily and it had interesting content, an app would work fine. If the site had lots of users which had to login to use their page an app would be appropriate. However, if the website is just a showroom, which was updated only every other week, or month, with few returning visitors, then an app would be a waste of time and money.

However, if the site can make use of an app, it would entice more return visits. The visitors would no longer look at it as a website, but as an app. They would not need to go to a browser and login to the site, the site would be accessed by the dedicated app.

Website development has been evolving since the world wide web was put up. The changes and innovations in the more than 20 years since the first website has shown that the users matter and that viewership and readership are the only things that should matter. Going mobile is not yet finished, but also an ongoing process.