7 trends in marketing for 2017

Conversational, influence, content, more digital, but also more human: in the year 2017, marketing will undergo new transformation. Here are 7.

1. The Internet is definitely king...

After you have doubled the radio, the display, the press, it had to happen: by 2017, the internet will definitely be dominating on the advertising market, in front of the television. Yes, but what's the internet? The "fixed" (understand the internet accessed from a computer) seems to be already has been, according to the agency ZenithOptimedia: the fall of advertising revenues will be more rapid than that of the written press, yet not spoiled... It had been announced in 2016, and the prediction (not good witch, I must admit) is true: it is on mobile, and on social networks, that plays the growth of investment in advertising digital.

2. ... and the "content" is king

Content is king: the phrase, signed Bill Gates, is true since a time in the United States, where the brands have positioned themselves in recent years as the media, producing their own articles, podcasts, videos, etc. extensively relayed on social networks. The goal: to attract the barge rather than impose ads (of any way increasingly blocked). 59% of the markets for euro-americans believe that their budgets in this field should exceed those allocated to the other channels in 2017. In France, they are not yet that 25% of spend 30% or more of their efforts. But the catch-up is in the works. The evidence, the "content marketing" is, according to the agency of eve Digimind, the topic most discussed by the marketers in 2016.

3. The customer experience, the priority of priorities

Second topic is the more "hype" according to Digimind? The customer experience. A concept not so easy to grasp, because it encompasses all interactions that a client will have with the brand. And so all of the potential sources of dissatisfaction... in the Face of more and more customers zappers, the traditional allocation of marketing budgets (80% for the acquisition of new customers, 20% for retention), therefore, will gradually come into balance, because all the surveys of this target shows that the customer experience throne now at the top of their list of priorities.

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4. The "chatbots" are going to break...

a Corollary of the previous trend: consumers are seeking to exchange immediate, simple and direct with brands. Where the expansion programmed of the "chatbots". According to Oracle, 80% of companies in EMEA (Europe, Middle East, Africa) will deploy, by 2020, these artificial intelligences able to interact (through messaging, such as Messenger, Whatsapp, Slack...).

5. ... but the human will of the resistance

The consumer connected remains wary in the face of the arsenal digital in the customer relationship. According to Eptica, 46% of them believe that the artificial intelligence that animates the robots speech will not be able to replace human interactions. And when it comes to preparing a purchase, the recommendations of loved ones, or even the opinions of complete strangers published on the Web have far more impact than any search engine result. Result: in parallel with these bots still very "beta" (and we're not talking about just the fact that they are still in test) develop a range of services, based on human interactions. For example, the French Teeps, the application of which involves "real people" in their shopping.

6. In the "influencers", small is beautiful

The first half of the decade has been the emergence of influencers. Bloggers, each other, Instagramers: backed by powerful communities of fans, some have managed to (very) well monetize this audience. Problem: even for these stars of the social web, it becomes increasingly difficult to touch the fans. And they have less and less impact. According to the consultant "marketing influence" of Markerly, the more an influencer is important, at least its publications generate commitment. The brands are targeting now, the "micro-influencers". Their community is made up of not millions, but some thousands of members. But their reactivity is much higher.

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7. Realities, virtual and augmented come in the way of life

Pokemon Gb and its hundreds of millions of users have popularized a kick-augmented reality. The arrival on the market of helmets signed Facebook (Oculus), Google (Cardboard), Samsung or Sony have done the same for virtual reality. If the first of these two technologies has already given rise to experiments in marketing is convincing, the second is more in its infancy. But a few bold, such as Marriott hotels, or even Mcdonald's, Volvo, Boursin... have already explored and this may be one of the advertising formats of the future.