The first quarter of a new year is always the most exciting for me because it represents opportunity. Everyone is looking for new ways to innovate, and digital marketing trends are at the top of the list.

Based on the technology that 2017 is set to bring us, there are more ways to connect with your relevant stakeholders than ever before. Now that we’ve optimized for search engines and maximized our websites for computers, the industry is more focused on reaching out to a much broader audience in an increasing number of ways.

In a nutshell, 2017 is going to be the year of interactivity, a period when the number of digital channels and media grow exponentially.

Here are some of the emerging trends to keep your eye on. And the opportunities that come with them.

The Internet of Things Is a Very Real Thing.

The Internet of Things (IoT) is defined by Forbes as “the concept of basically connecting any device—that has an on and off switch—to the Internet.” This movement started with smart phones and TVs. Both devices already came with a display, so these made perfect sense to eventually be connected to the Internet.

But IoT will also bring network connectivity to every other electronic device—coffee makers, refrigerators, washing machines, tables and, well, you get the picture. Nearly all electronic devices in a person’s home can work off, and benefit from, Internet data connectivity.

Currently, the biggest IoT trend is in connecting electronic devices to your smartphone so you can turn them on and off wirelessly. But the list of new cases grows each day. For instance, refrigerators can provide alerts when you need to take a trip to the grocery store or monitor the freshness of your food. Want to do laundry away from home? With a smart washer, you can wirelessly set which wash cycle to use and how long that cycle will run.

Ok, so everything is now connected. How do you then capitalize on this digital marketing trend?

There are now far more touchpoints you can use to get in front of customers. As examples, big-box grocery stores can develop “apps” for smart refrigerators to wirelessly process orders. Other companies can run display ads that will responsively fit onto different-sized tabletops when diners sit down to eat in a restaurant—and so on.

The potential here is as endless as the devices that can—and will—become smart. Pretty soon, we might see smart doorknobs that automatically lock the door for you. Oh wait, that’s already happening.

Trends in Voice: Say Hello to Your Digital Assistant.

Everyone dreams of living in the future. A future where you barely have to lift a finger to do daily tasks. With the digital assistant in the form of smart hubs, society has gotten ever closer to what the Jetsons took for granted.

Smart hubs are inconspicuous devices that look like humble speakers at first. But with a simple voice command, they can do anything from simply telling you what time it is to giving you a detailed recipe for the perfect veal cordon bleu. In fact, they can even order the ingredients you need to cook it with.

Two of the most popular smart hubs in the market today are Google Home and Amazon’s Echo line. Both come with similar core functionalities, like the ability to play music directly from your digital albums or connect with other smart devices in your home. They do differ, however, in compatibility with other 3rd-party services. For example, the Echo is compatible with brands such as Samsung, Uber and Dominos—allowing users to directly connect and avail of the services of these companies. Google Home is currently compatible with fewer services, but has the absolute convenience of being tied directly with its namesake search engine.

Increasing compatibility represents opportunities for companies in the future. Businesses can develop voice commands to directly trigger transactions—making for a seamless and fast customer experience. From a search engine perspective, companies can now optimize their site’s articles for voice. If your site’s ranking for “how to cook veal cordon bleu” is high and also tagged for voice results, Google Home could read your recipe, and only your recipe, to anyone who asks for it on their device. Very powerful indeed.

With the digital assistant, society has gotten ever closer to what the Jetsons took for granted.

Virtual and Augmented Reality Now Offer Huge (and Practical) Digital Marketing Opportunities.

Even back in 2013, Virtual/Augmented Reality would likely have made any digital marketing trend list. With the rumblings about Google Glass, Oculus Rift and similar devices, many companies as well as individual investors were putting time, money and other resources into this emerging technology.

But in 2013 it was still very expensive. Google Glass launched a limited demo run of their product at $1,500 for a pair of glasses. Oculus Rift required a powerful computer with exceedingly high specifications (at the time) to run it. And even if you could afford these devices, there was little in the way of development support for the technology itself.

Fast forward to 2017. Moore’s Law is still in effect because VR and AR are now more “real” and cost efficient than they’ve ever been. The Oculus Rift has since been mass produced with software and game development in full swing. Even well-established brands such as Sony joined the fray with the PlayStation VR—an accessory meant to be used with its video game console counterpart.

With Augmented Reality, use-cases were much fewer than VR in 2016. That is, until Nintendo and Niantic Labs brought the skyrocketing Pokemon franchise into the world of AR. Pokemon GO, one of the most downloaded mobile apps of all time, brought Pokemon fans of all ages out in spades trying to catch virtual monsters and interact with real-life landmarks for in-game rewards. It was literally a “game-changer” that pulled people away from their TVs and computers, and onto the streets, creating a worldwide phenomenon that lasts to this day.

Companies have been quick to take advantage of this technology. In the case of AR, Starbucks made a partnership with Pokemon GO to have every Starbucks location become a virtual hub for players. Starbucks also offered specialty “Pokemon GO” drinks—off the menu, and for players of the game only.

VR is making an even bigger presence in trade shows, allowing marketers to craft an entirely new experience for their attendees. For example, Cricket Wireless created a virtual storefront during the CTIA Super Mobility Show in Las Vegas. Their exhibit featured informational display pop-ups and a full store walkthrough highlighting “what’s new” with the Cricket brand.

Interactivity Is the New Black.
You’ve likely heard of all these technologies before because none of them are new. But what is new is how these technologies have gone past the early adoption stage and into the hands of an exponentially growing number of users. Marketers need to take a good look at how these technologies align with their brands, their offerings and their customer preferences. From voice-optimized search, augmented reality ads, to virtual sales meetings, conferences and trade shows, the ways to interact with your audience are endless.

The only question is, will you be part of this new marketing paradigm?

Have any questions or looking for ways to utilize these trends for your next marketing campaign? Let us know–we’re glad to hear from you!