Digital Marketing Predictions from the Experts: 2017 Edition

Digital Marketing Predictions from the Experts: 2017 Edition Lucy Hitz Blogger Extraordinaire Simply Measured

We asked the smartest people we know, from business leaders to product specialists, social influencers to social media managers, how they think social marketing will evolve in 2017. We were blown away by the level of insight we received, from new ways to measure ROI to channel-specific tactics. Here are a few highlights from the Predictions Guide. Scroll down to download the whole shebang.

JayWhat is your digital/social marketing prediction for 2017—in three sentences?

Targeting will become more precise as data sets and machine learning continue to develop, which will make digital advertising more cost-effective and influence more brands to go digital-only in their advertising. Content will also become more immersive, as video grows in popularity and the barrier to production for 360 video decreases. Additionally, big brands will begin to produce consistent and high-quality live video, akin to TV broadcasts.

How will brands tie social/digital to business results in 2017—in two sentences?

Brands will look deeper into the two ends of their marketing funnel and how social can influence these elements. Cost-of-acquisition and retention/lifetime value will become stronger indicators of social media marketing success, as they tie together to two of the most important business objectives.

What is the #1 thing brands can do to take social out of the silo in 2017— in one sentence?

Bring social into the content creation discussion and think about how content can be utilized across different channels, as opposed to creating content and then adapting it to fit social.

ToryWhat is your digital/social marketing prediction for 2017—in three sentences?

Nonprofit media will face an incredible challenge to narrow their focus in 2017. The emphasis for so long as been on reaching the most people and measuring impact by the scale of those consuming our content. As media consumers shift behind 1-1 platforms like Messenger, Snapchat, and other chat apps, we must start to rethink how we measure impact – and place a higher emphasis on the individual.

How will brands tie social/digital to business results in 2017—in two sentences?

As platforms introduce direct conversion features, it’s getting much easier to tie social efforts to business results. From a public media membership standpoint, “Donate” buttons are either here or soon to be accessible on our social platforms, and the partnerships major platforms like Facebook are making with third party verification companies like Nielsen are making it easier to prove the value for social visibility to sponsors and funders.

What is the #1 thing brands can do to take social out of the silo in 2017— in one sentence?

Bring it into the editorial. As soon as executives see the storytelling potential in platforms—Snapchat and Facebook Live are today’s two best examples—it becomes easier to think about platform strategy and investment from the very beginning of the production process.

Hard RockWhat is your digital/social marketing prediction for 2017—in three sentences?

The rise of live video is already apparent with products like FB Live, but I think we will see a much broader approach to live video content that is built for live platforms (aside from the simulcasting that we see so much of in 2016). I think we will see a deeper integration with one-touch purchasing. We have already seen a shift in social media from a one-to-many to a 1-to-1 communication medium, and I think in 2017 we will see an even greater increase in online communities and how they are creating and engaging with content and communications.

How will brands tie social/digital to business results in 2017—in two sentences?

Less vanity metrics. More real data that ties to business objectives.

What is the #1 thing brands can do to take social out of the silo in 2017— in one sentence?

Find social/digital ambassadors in other teams/departments so that your entire organization feels like they have skin in the game for the success of your social content and engagement strategy.

Want more predictions and advice from the experts? Download the full guide below.

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2017 Digital Marketing Predictions From the Experts

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Lucy Hitz

I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.