Planning for Digital Marketing Trends in 2017

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As we approach the end of the 2016 it is time to look at the digital marketing trends in 2017 that companies need to be aware of. Below is a checklist of these trends and recommendations to maximise your success:


Online visibility remains top priority for any business. This sounds simple but following a raft of changes with Google during 2016 and into 2017 it is important you are up to speed with all the ranking factors Google uses.

  • In 2015 mobile search overtook desktop – Google will soon determine rankings based on mobile responsiveness in the near future. This could have huge repercussions for companies big and small. Is your website mobile responsive and does it provide a excellent user experience?
  • The Google Penguin 4.0 algorithm update amplifies the importance of high quality backlinks, anything else will be penalised in real-time. Read our Google Penguin blog

More changes in beta, both in organic and paid search make for another interesting year at the hands of Google.

Effective and insightful measurements

Google Analytics and equivalent measurement tools are an essential aspect of any business with an online presence. The success of any marketing campaign relies on accurate measurement in order to quantify the return and learn from both the good and bad elements.

  • Are you looking at clean, un-skewed data?
  • Are you tracking the right goals and event?
  • Does the data make sense and allow you to make key business decisions?
  • Do you know where customers are dropping off on the path to conversion?

Increased focus on customer experience

Customers now expect impeccable customer service and will not be shy about telling you if you fall short. Part of the customer service journey for ecommerce is the returns policy, with 66% of consumers viewing this content before making a purchase (ecommerce insights).

Ensure this information is highly visible and accurate! Make sure calls to action are clear and the conversion path is simple to maximise returns. Live chat facilities or a number to call for support during this process will help no end. 30% of online purchases are returned (ecommerce insights) – reduce your return rate by helping your customer get it right first time.


Most successful companies personalise or find a way to segment their customer base or target audience in a way that makes them feel special – and not mass marketed too. In an increasingly competitive world, dissecting your audience and marketing to them across the omni-channel will take greater significance in 2017, don’t get left behind!

Great video content and lots of it

While social, review and blogs etc. remain crucial to marketing, video will take centre stage in 2017, along with virtual and augmented reality. Creating video content isn’t as daunting as it may seem and any investment of time or money will be returned in abundance. According to ecommerce insights, product videos can increase purchases by 144%.

Ramp up social media marketing

Use social media to sell more and market less. Social media is hugely saturated and users are flippant about generic content. Get your message across in a targeted and personalised way. Your target audience will appreciate your direct approach.

Right-time over real-time marketing

Real-time marketing has been widely used for the last few years, capitalising on opportunities during specific live events, online interactions, changes to people’s personal circumstances etc. Right-time marketing incorporates offline and online data to reach the right person, on the right channel(s), in the right moment, with the right solution to their needs.

This is just a taste of what’s to come in 2017 and no doubt Google has more surprises up their sleeve. Digital Clarity can assist you with the above and more. Get in touch and kick-start 2017 with a bang.

Darren Parsons
Darren is a member of Digital Clarity’s account management team. He has a wide interest and vast experience in sport sponsorship and marketing having worked in the industry for 9 years. Darren keeps up to date with market trends and enjoys facilitating the strategies companies use to digitally enhance their profile and visibility via various platforms.