Technology Trends Driving Digital Marketing in 2017

Introduction

It’s only the beginning of 2017, but it’s clear that digital marketing technology trends will change the way we do business. With a rapidly advancing tech sector, marketing and technology work hand in hand to create new methods for companies to target consumers and change the digital marketing landscape. With 2016 over, there are emerging digital marketing technology trends we can identify that will drive the market in 2017 and beyond.

While it’s impossible to know for sure which technologies will have the biggest impact, we think these are the ones you should invest your marketing efforts in and look for when planning how to use digital technology in marketing in 2017:

Livestreaming

As a technology, livestreaming has been around for more than a decade. But in 2017, we’ve finally reached the point in marketing and technology where it’s easy to implement due to faster Internet on smartphones and advanced marketing techniques. With companies like Facebook, Periscope, and YouTube enabling companies to stream their videos easily—it’s up to your marketing departments to decide how best to do it.

Using livestreaming successfully is difficult, as your audience will often dictate how conversations move and what kind of content they want to see. So, make sure your marketing and technology are adaptable to customer needs. Whether you’re holding Q&As about your brand, livestreaming special announcements or product introductions, or hosting a panel, make sure your client is your first concern. Livestreaming won’t be perfect, but you want to interact with your customers through the platforms that matter to them (whether that’s Facebook, Periscope, YouTube, or even Spotify).

Drones

Drones are one the most exciting products of the last several years. Companies and consumers are interested in them for many purposes: war, commercial, or personal. Simply put, drones are everywhere. With models that can capture high-quality 4K video and high-resolution photos, they’re perfect for marketers. Whether used for livestreaming or just taking photos, drones are a brand-new medium that mixes digital marketing and technology.

With their ability to fly high in the air, drones are ideal for taking gorgeous shots of real estate and architecture for those firms. They’re also an innovative new way to capture a wedding or other special event from a new angle. With the ability to explore new viewpoints and vistas, drones can take pictures and video for travel and tourism companies.

Drones are a new frontier for marketing companies—they can traverse new areas and shoot photos at angles humans just can’t. Incorporating drones into your marketing campaign is necessary to stay ahead in the game—just make sure you’re following FAA and local ordinances.

Amazon Alexa and Google Home

With the advent of voice recognition that finally works—digital technology and marketing are changing to meet the demands and new challenges of integrating with systems like Amazon Alexa and Google Home. Both of these virtual assistant programs can coordinate with your app ecosystems, including Spotify, Nest, IFTTT services, Uber, Google Calendar, and hundreds of services. They can control aspects of your life with an ease that was heretofore unimaginable. But what does that mean for marketers? When you can order the latest gadget from Amazon with your voice, how do you market to consumers?

Without needing to search on a smartphone or computer, keywords become less useful. I’m not saying keywords or SEO are going the way of the dodo, but marketers must search for new ways to reach out to customers ordering from smart assistants. Marketing and technology meet in targeting the individual through the smart voice-controlled gadget ecosystem—learning about them and figuring out new ways to market to them. Marketers must understand how to use the technology in the right means to reach their consumers.

Wearables

When you hear wearable, what do you think? Perhaps an Apple Watch comes to mind, or Google’s failed Glass experiment—but wearables encompass a broad class of connected devices that are quickly becoming a digital marketing technology trend. Wearables can, of course, be smartwatches, but they can be technology embedded into clothing, fitness trackers, virtual reality devices, and much more.

With focus turning to wearable devices as a new way to consume media and grab consumers’ attention, content marketing needs to shift to meet those needs. It’s difficult to read a lengthy online article on a small wearable screen—some wearables don’t even have screens. Content marketing may need to shift its focus to audio, which wearables will have connectivity for, in the form of Bluetooth headphones.

There will also be new forms of interactivity marketers can work with to engage their consumers. With virtual reality devices like the Oculus Rift, Samsung Gear VR, HTC Vive, and Google DayDream, VR is coming into the mainstream. Alternate reality and virtual reality will be new lands for consumers to explore—and places to create content to peruse. There are opportunities for location-based content, weather-based content—countless opportunities we couldn’t imagine ten years ago.

Conclusion

With the new year, it’s clear that new digital marketing technology trends will drive the industry in exciting directions. Whether it’s coming up with new ways to reach consumers with social media and livestreaming, taking advantage of the unique capabilities of drones, or utilizing the extensive connectivity of Amazon Alexa and Google Home, marketers have their work cut out for them this year. Wearables and Virtual Reality headsets represent the new frontier in technology, as content marketing must adapt to the new ways the public consumes content. The possibilities with these technologies are almost endless. Technology and marketing must continuously evolve together as marketing professionals determine how best to utilize digital technology in their marketing arsenal.


Make sure you’re on top of the latest digital marketing technology trends by talking to the marketing masters at Leverage Marketing. Read our Guide to Planning Your Digital Marketing Budget eBook to figure out where to spend your budget to get the best return. We’ll help you understand the sophisticated new marketing technologies and how to take advantage of them.

Reuven Shechter

Reuven Shechter

Digital Content Specialist at Leverage Marketing
Reuven is a content specialist at Leverage Marketing in Austin, TX. After graduating from Washington University in St. Louis with his B.A. in English and Women and Gender Studies, Reuven spent some time in I.T. before moving to Austin and starting his career in content marketing. When he’s not working, Reuven cooks, takes his dog all over Austin, reads voraciously, and is an avid watcher of odd TV
Reuven Shechter

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