One of the most exciting aspects of starting a new year for us is the opportunity to leverage the knowledge gained over the past one. 2017 brought about a lot of new changes, tools and trends in search engine marketing (SEM), search engine optimization (SEO), social media, and more.
The rise of accelerated mobile pages (AMP) for advertisements is particularly exciting, considering Google's launch of a beta that enables businesses to point their mobile search ads to AMP-enabled landing pages. Using AMP landing pages proved so effective for advertisers over the past year that some e-commerce companies have begun to develop a complete AMP experience for mobile search audiences.
In keeping with this trend, Google worked toward opening its Purchases on Google beta in 2017 to simplify and accelerate the process of buying from product listing ads (PLAs). We are eagerly awaiting the results of this effort in 2018.
These trends are not surprising given the conclusion that many marketers and advertisers have come to the conclusion that mobile-based user searches are the way of the future. Now, more than ever, you and your business are missing out if you are not creating your ads, online experience, and other content to suit mobile users.
Another example of how to leverage the mobile usage trend is the ever-increasing use of mobile video – a tool whose views grew six times faster than desktop views in 2015. It's easy to see that mobile video use is still on the rise if you simply glance at your Facebook feed. Chances are, you will find that 95% of it is in mobile video format.
Another important social media trend that we will be leveraging in 2017 is short-lived content. We noted in 2017 that Snapchat's huge appeal was the fact that its content disappears – and in doing so attracted the important Generation Z audience, which is known for its much-maligned eight second attention span. With most modern audiences' short attention span considered, this trend is precisely why we will be considering ways to make the most of creative and targeted short-lived content.
Also in 2017's social media realm, we were intrigued by the fact that chatbot technology has become more sophisticated, as exemplified by Facebook. The social media leader has made an art of creating bot programs that provide users with news updates and personal responses in which readers cannot tell if they are talking to a human or a bot. Since this is truly the mark of a great bot program, we are exploring how we can use this tool to influence the purchases of products and services in a variety of industries.
The ultimate challenge for marketers in 2018 will no doubt be winning more business from the wildly effective interactive content trend. There's no question that this type of content is more popular now than content that is just read. Buzzfeed's "What City Should You Live In?" is a great example of how interactive content can engage multiple audiences. Chances are good that if you can think of ways to get readers to actively participate in your content rather than to just passively consume it, you will hit a marketing home run with a high return on investment. This type of content can include assessments and polls, as well as surveys, infographics, and contests.
2018 is shaping up to be one of the most exciting years ever in online marketing for DAS Group, as the tools we have to work with encourage us to be even more creative. We eagerly look forward to using all of our new concepts and creations to the benefit of all of our clients in a wide variety of industries. Call us today to discuss how we can help move your brand in the right direction!