The year 2017 was a time of great change for the marketing industry. Many of the trends that marketers had expected to see never materialized, while others came out of nowhere to surprise everyone.
The Rise of Voice Search
One of the biggest surprises of 2017 was the rise of voice search. In early 2017, only 20% of smartphone users were using voice search on a regular basis. By the end of the year, that number had grown to 50%.
This growth was driven by the increasing popularity of voice-activated devices like Amazon Echo and Google Home. These devices make it easy for people to search for information, set alarms, and control smart home devices using only their voice.
The Decline of Organic Reach on Social Media
Another big surprise of 2017 was the decline of organic reach on social media. In the past, businesses could reach a large audience on social media without having to pay for advertising. However, in 2017, social media platforms began to make changes to their algorithms that made it more difficult for businesses to reach their followers organically.
As a result, businesses had to start paying for advertising on social media in order to reach their target audience. This led to a significant increase in the cost of social media marketing.
The Growth of Influencer Marketing
Influencer marketing has been around for several years, but it really took off in 2017. Businesses began to realize that they could reach a large audience of potential customers by partnering with influencers who had a large following on social media.
Influencers are typically experts in their field, and they have a loyal following of people who trust their recommendations. This makes them a valuable asset to businesses that are looking to reach new customers.
The Rise of Artificial Intelligence
Artificial intelligence (AI) is starting to have a major impact on the marketing industry. AI-powered tools can be used to automate tasks, analyze data, and create personalized marketing campaigns.
For example, AI-powered chatbots can be used to answer customer questions and provide support. AI-powered algorithms can be used to segment customer data and identify high-value prospects. And AI-powered recommendation engines can be used to personalize marketing campaigns and increase conversion rates.
The Importance of Customer Experience
Customer experience has always been important, but it became even more important in 2017. Customers are now more likely to do business with companies that provide them with a positive experience.
There are many ways to improve customer experience, such as:
- Responding to customer inquiries quickly and efficiently
- Resolving customer issues quickly and fairly
- Providing personalized marketing campaigns
- Making it easy for customers to do business with you
The Need for Agility
The marketing landscape is constantly changing, so it is important for businesses to be agile and adapt to new trends. Businesses that are able to do this will be more successful than those that are slow to change.
There are many ways to become more agile, such as:
- Creating a culture of innovation
- Empowering employees to make decisions
- Using data to make informed decisions
- Being open to new ideas
The Power of Storytelling
Storytelling is a powerful way to connect with customers and build relationships. In 2017, businesses began to realize the importance of storytelling and started to use it more in their marketing campaigns.
There are many ways to use storytelling in marketing, such as:
- Creating blog posts and articles that tell stories about your customers
- Using social media to share stories about your products or services
- Creating videos that tell stories about your brand
The Value of Personalization
Personalization is key to creating a positive customer experience. In 2017, businesses began to realize the importance of personalization and started to use it more in their marketing campaigns.
There are many ways to personalize marketing campaigns, such as:
- Using customer data to segment your audience
- Creating personalized email campaigns
- Using personalized website content
- Providing personalized recommendations
The Future of Marketing
The marketing industry is constantly changing, and it is difficult to predict what the future holds. However, there are a few trends that are likely to continue in the years to come:
- The rise of voice search
- The decline of organic reach on social media
- The growth of influencer marketing
- The rise of artificial intelligence
- The importance of customer experience
- The need for agility
- The power of storytelling
- The value of personalization
Businesses that are able to adapt to these trends will be more successful than those that are slow to change.
Table 1: The Rise of Voice Search
| Year | % of Smartphone Users Using Voice Search |
|---|---|
| 2017 | 20% |
| 2018 | 50% |
Table 2: The Decline of Organic Reach on Social Media
| Platform | Organic Reach in 2017 | Organic Reach in 2018 |
|---|---|---|
| 2% | 1% | |
| 10% | 5% | |
| 15% | 10% |
Table 3: The Growth of Influencer Marketing
| Year | Influencer Marketing Spend |
|---|---|
| 2017 | $1.5 billion |
| 2018 | $5 billion |
Table 4: The Rise of Artificial Intelligence
| Year | AI Investment |
|---|---|
| 2017 | $10 billion |
| 2018 | $20 billion |
