2016 was a hallmark year in the world of digital marketing and advertising. We saw the emergence of mobile as the dominant form of web use, in addition to significant changes in how brands use social media to increase recognition and reputation. And while only time will tell what 2017 will bring in terms of digital marketing trends, we've got a few predictions for trends worth keeping a close eye on in the coming year.
What’s the biggest marketing challenge for small businesses? Identifying the right technologies for their needs and then proving marketing ROI, reports HubSpot. From email marketing and search engine optimization to content marketing and pay-per-click advertising, it’s easy to be overwhelmed by the sheer number of digital marketing options currently available. While the initial cost for most digital marketing strategies is low, without a clear plan in place, the opportunity cost can skyrocket. Take for example Twitter: that account may be free, but once customers start tweeting complaints or questions at your business, you can’t afford to ignore these messages delivered via the “social telephone”. You need a plan to listen, triage and respond– all while juggling your other social accounts, SEO efforts, email and content marketing programs. Not so easy!