As we approach the end of 2016, this is a good opportunity to take some time to reflect, plan, and make resolutions for the year ahead.
For digital marketers, 2017 holds lots of exciting possibilities: established channels such as websites, email, and social networks are continuing to grow in effectiveness while newer advancements such as AI-based messaging and VR experiences are primed for potential mainstream adoption.
So, which of the many tactics and technologies should you be paying close attention to? What will have a major impact on your marketing efforts over the next twelve months?
Picking just a few things to focus on is always difficult, but these five resolutions below can benefit every digital marketer. Making each will boost your current efforts and set you up for success in the new year.
I will be mobile-first
For years digital marketers have been hearing about the importance of mobile. What’s different about next year is that mobile will not only need to be taken into consideration, but that it will have to take precedence above all else.
Why? Because it’s projected that mobile will account for three-quarters of all Internet traffic in 2017.
Given that, make sure that every single one of your digital experiences is mobile optimized and that you’re making the most of device capabilities such as touchscreens, GPS, and integrated payment systems.
I will engage cross-channel
Consumers have always been cross-channel when it comes to digital: most people don’t use websites, or email, or social media exclusively. What’s changed over time is marketers’ ability to match this behavior.
Thanks to advancements such as the Facebook Pixel and Google AdWords Remarketing, it’s now possible to engage and re-engage your audiences with targeted messaging across your own site, social networks, and other websites.
In 2017, take full advantage of this ability. The power of persistent messaging and remarketing is hard to overstate. The more you are able to connect with consumers cross-channel, the more effective your marketing efforts will be.
I will embrace video content
Developing video pieces can be difficult for many marketers — the cost is higher than text or graphics and distribution can be tricky — but don’t let that dissuade you in the year ahead.
The reason is simple: video is quickly becoming the favorite content medium of many consumers. The quantity of online video viewed by audiences spiked by 20% in 2016, with significant increases in engagement occurring for both short-form and long-form.
This move by audiences towards video is set to accelerate in 2017 and your brand should make sure to follow.
I will be vigilant about security
Some 84% of Americans say they are worried about online privacy and more than a quarter (29%) say they avoid some online actions, such as making certain purchases, because of security concerns.
Consumers have good reason to be worried. Countless brands both big and small have had major data breaches, exposing everything from credit card information to health data.
In 2017, make every possible effort to prevent this from happening to your business. Make sure to get the big things right, such as investing in secure systems, but also the little things as well. For example, make sure that all passwords are regularly changed for all the platforms you use.
None of this may sound especially exciting or fun, but trust is the foundation of digital success; without it all your other efforts to engage consumers will fall flat.
I will experiment relentlessly
Finally, don’t forget to take chances with your digital marketing next year.
With all the day-to-day effort needed to keep your programs running — all the website updates, social media posts, and new content development — it can be easy to put aside experimenting with new tactics and platforms. Don’t fall into this trap.
The one certainty of digital marketing is that it changes extraordinarily quickly. Instagram was founded only ten years ago and has 500 million users, Snapchat is just five years-old and already has more than a 150 million users. Who know what will be popular a few years from now?
It may seem difficult today to see how emerging technologies such as virtual reality will fit into your marketing mix, but dedicate time to exploring them anyway. This effort will familiarize you with how they work and help you better understand how to use them to your advantage going forward. Ultimately, these little investments in experimentation will have a huge payoff well beyond 2017.