The Biggest Marketing Trends of 2017

We’re already over halfway through 2017 and a whole new wave of emojis have graced our phones and Instagram and facebook are basically Snapchat clones.

The madness never ends.

Digital marketing is the new everything. The way we communicate is almost 100 percent online now. So, unless Mark decides to shutdown Facebook and Tim Cook takes a technology sabbatical, here are the top marketing trends you should know about:

Live Video Streaming

People crave video more than anything else right now. Video is easy to consume and can instantly connect with audiences. If you haven’t experimented with live video streaming yet, 2017 is the year to do it. It might feel awkward at first, but it’s definitely worth a go.

Get Personal (REAL Personal)

Audiences are smart. Don’t try to fool them with anything unauthentic. Arguably the biggest trend of 2017, personalization communicates genuineness.  If you’ve been thinking about taking your customer relationship to the next level, then pony up and say “I do” to creating more personal content.

Find Your Influencer

Finding brand influencers used to be hard. Thanks to a growing number of social media platforms, however, it’s easier than ever now.  Take some time to do some hard research in your market. Who are the people that your target audience admires? Who are your biggest brand advocates? Get to know those people and bring them on board, bringing more personality and credibility to your name in the process.

Hit the Target (Audience)

Thanks to Facebook’s (kind of creepy) targeting tools, you can now zero in on specific groups of people who are most likely to do business with you. Take some time study Facebook’s business manager assets and dive in to some deep targeting in 2017. If the world of Facebook is too intimidating, then get the hook up from a hip millennial who can throw some darts at your target audience.

 

ICYMI: Video Marketing is Everything

If you ever come across rambunctious group of folks riding elephants, definitely do a live stream.

We could list off a bunch of impressive statistics about how no one is reading anymore, but you probably wouldn’t read it.

Video marketing is everything right now. If you’re not using video, you risk looking like a marketing geezer (alright, that was harsh — but someone had to say it). From 360-videos to Facebook live, social media is practically pleading with us to get behind the proverbial limelight and sell our services via video. For those of us who don’t have fancy video equipment or can’t afford a freelancer, try taking advantage of some of the “free” options out here.

Here are three ways you can jump on the video bandwagon and get hip with the biggest marketing trend:

Experiment with Facebook Live

It’ll feel weird at first. Pointing a camera at your face and talking to your phone isn’t a natural thing. Try it anyway. Marketing guru Gary Vaynerchuck pretty much built his empire on raw phone footage of himself walking through the streets of New York wearing a beanie. Don’t try to set up a makeshift studio for your video — that’ll look weird. Instead, focus on delivering good content that you know your audience will benefit from. Content is always king, even in the video world.

Screencast a demo of your product

Camera shy? Do a screencast. Show your consumers how to use your product in a step-by-step process that is visually engaging. The old adage “show, don’t tell” is what’s at play here. Think of all the Youtube videos  out there that show simple processes that at one time probably had a manual.

Watch what other people are doing

Like anything else in life, a little bit of research will go a long way. Once you notice all the video coming across your newsfeed, you’ll pick up little tricks for making your videos stick out from the rest. When you come across a particularly engaging video, take note of what you like and try to incorporate it into your next video. Even if you fall on your face, you might be able to market it as a hilarious outtake and go viral.

5 Marketing trends you need to know about in 2017

mobile phone

We all saw digital marketing and social media boom last year. From Facebook debuting Facebook live to marketers honing in on the power of social media advertising, we all tweaked our marketing strategies to meet increasing online demands. Here are some of our predictions for what’s in store this year:

1. Live video streaming will dominate

If you’re not leveraging live video streaming in your digital marketing strategy, then you’re missing out. Audiences eat up live video streaming because, well, it’s real. In a world of pop-up ads, people crave authenticity. Yes, going live puts you in a vulnerable position, but it also gives you an opportunity to have a real conversation with youse customers.

2. Mobile will trump desktop

It’s basically a fact now. More people are on their phones than laptops. If you’re looking to revamp your website in 2017, make sure to emphasize mobile responsiveness, as pretty much everyone and their dog is on their phones all day every day now.

3. Algorithms will change. Then change again.

Facebook did it, then Instagram did it. Algorithms (this includes social media and SEO) are continuously changing to keep digital marketers on their toes. A digital strategy launched last month is probably already stale. Keeping up with changing algorithms will be paramount to launching successful media campaigns in 2017. (If this terrifies you, then give us a call. We can help you out!)

4. Increased personalization

Netflix, Amazon and Spotify are just a few companies that champion personalization in optimizing their customer experience. This one-on-one marketing style will slowly become more critical as brands finds way to freshen their messaging in the new year.

5. Millennials will reign

Millennials have the largest piece of the marketing pie right now. When considering your 2017 digital marketing strategy, make sure to keep this group in mind. What will millennials crave in 2017? Personalization, personalization and more personalization.

Why Brand Consistency and Colors Matter

Without brand consistency, even the best business can get swallowed up in the ever-evolving marketing landscape. There’s a reason why Apple only uses a few colors, and you’ll never see McDonald’s golden arches turn green.

Branding matters

Once you have a solid product or service in place, the next step is creating a recognizable “look” that consumers can easily associate with your brand.

Brand consistency involves more than just picking a logo and a few colors, though. Your brand’s logo and colors should match your service. Each should strengthen each other, working in tandem to communicate one cohesive message.

One brand that has completely owned the idea of picking a color and making it their’s is Tiffany & Co. Their branding is so successful that they’ve coined “Tiffany blue,” the colloquial name for the light medium robin egg blue color associated with their jewelry’s branding, as their own. We’re not sure you can get more brand consistent than that.

Before you choose your colors, however, it’s important to do some background research. Crazy enough, colors and shapes can communicate subliminal messages. Here are just a a few interesting color associations:

Blue:

This color is often said to communicate feelings of trust, responsibility and security. Big brands that use blue in their branding are Walmart and Facebook.

Orange:

Often referred to as the friendly color, orange is used by many brands to promote fun and affordability. Notable companies who use this color are Home Depot and Nickelodean.

Red: 

Red can be tricky. Frequently used for sales, red connotes passion and excitement. Coco-Cola is one of the biggest brands that uses this color, but they usually complement it with white.

Green: 

This is the easiest color for the mind to process and is usually associated with health, freshness and serenity. This explains why Whole Foods and Starbucks use this color.

Whatever logo and colors you decide to use for your brand, the most important thing to do is stick with it. Consistency is often associated with steadiness and trustworthiness, which we all know can translate into more sales.

 

One marketing secret all brands leverage

Empathy is perhaps the most sought after trait in quality digital marketing. Why? Because it works every time — if done right. So, how does empathy present itself in the digital marketing context?

We see examples of it every day. Google Photos recently released a commercial that resonated with almost everyone who uses an iPhone.

This is a pretty simplistic approach. It appeals to something almost all of us have experienced at least once — running out of phone storage.

Empathetic marketing has a high appeal because it’s relatable marketing. It’s comparable to reaching out of the screen, patting someone on the back and saying “hey, I know how you feel.” This sense of closeness in effect creates a sense of trustworthiness. And, as we all know, trust is critical when it comes to purchasing habits. If your audience trusts you, they’re more likely to buy from you.

There are so many ways to go about conveying empathy in your marketing, but here are a few easy tips to get you started:

Get to know your target audience

If you’re not a part of your target audience, then getting to know who your target audience is will be critical to establishing a strong connection. An OK approach to getting to know your audience could be sending out a survey. A great approach to getting to know your audience is actually spending time with them. Get in their shoes and find out who they are.

Read what they read, watch what they watch

Explore the likes and dislikes of your target customer. This could involve reading magazines they frequently read, or watching TV programs they watch. Find out what they’re talking about and join in on the conversation through digital marketing.

Become their advocate

In all your digital marketing, you should strive to have an advocacy tone. After all, you’re trying to make your customers life a little better through your product — you’re trying to provide a solution for their problems. Know their pain points.

5 Mobile Apps Every Marketer Should Have

 

Coffee is MANDATORY in all business photos

A recent study found that the average person checks their phone approximately 150 times a day. Whether we’re responding to texts, checking email or checking the time — that’s a lot of time we spend with our phones every day. And while there are thousands of mobile apps out there, some apps help marketers more than others. We sifted through the mobile app clutter and curated a list of 5 apps we believe to be the most beneficial for the modern-day marketer:

  1. Evernote: You never know when inspiration will strike. By providing an easy outlet to jot down all your genius ideas, Evernote has provided a simple way to create a bank of ideas that your can draw from later. Plus, it’s a lot prettier than keeping crumpled up napkins and receipts in your wallet or purse with scribbled down thoughts even the best calligrapher could never decipher.
  2. AP Stylebook: Whether you hail from j-school (journalism school) or have a background in PR, the AP Stylebook still hails as the grammar and word usage bible for almost any respectable publication. Keep this app in hand for the next time you’re wondering where to put your comma.
  3. Trello: If you work within or manage a marketing team, Trello can be especially helpful. This mobile app simplifies to-do lists and allows each team member to have a “board” where they can list out tasks they are working on and task they’ve completed.
  4. Hootsuite: This mobile app allows you to schedule, monitor and measure all your social media accounts in one place. Hootsuite, currently, can manage your Twitter, Facebook and Google+ accounts.
  5. Dropbox: For filing away high-res images and other large files, Dropbox is the way to go. Dropbox eliminates the issue of too-large files that slow down email. Simply share a link  and you’re good to go.

defining dotedison

I have always wanted to work at an innovative company. A team that pushes each other to grow, learn and help others. Often I found myself at places that wanted me to “live to work” instead of “work to live”.

On May 14th 2014 we started talking about names for this company. As soon  as names like Caliber Digital , Redsquid, Razorfish, Perfect Storm and Saucy Strategy would be born they would be killed by another team member (thankful for not settling). Focusing on the company culture we wanted the name to convey something more than uniqueness, we wanted it to convey innovation but also the concept of “working to live” not “living to work”,

As a group of people who love history we felt like Edison was recognized as someone who was innovated for his time, the same goes for the word Tesla (unless you were around in the 80’s which quickly takes you to hair metal). In reading on Thomas Edison someone had seen his first two children were nicknamed dot and dash (due to his love for Morse code). As we researched we found a clip from a Cincinnati news article from Thursday November 26 1931 that read:

One day Oeser asked his father-in-law which of his inventions he regarded as best. Edison turned to his daughter, looked at her smilingly and answered: My best invention? You married her.

 

Karl Oscar Oeser was the husband of Marion “Dot” Estelle Edison, Thomas Edison’s daughter. This struck a chord with us, as to out of all his innovations, fame and awards what he regarded as best was his family. Even the most brilliant of people miss that time is the only true capital. Our brand dotedison reminds us innovation is only as good as the time it saves.