10 Digital Media and Marketing Predictions for 2017

10 Digital Media and Marketing Predictions for 2017. 2016 has been a year of shifts in social media, technology and digital marketing. Influencer marketing went mainstream, the internet became all about video and every digital marketer is looking for a way to connect business outcomes to their social media efforts. AdRoll CMO and president Adam Berke says marketing technology will bring even more democratization for video: Advances in marketing tech that have made tools cheaper, more effective and more accurate give small and midsized marketers access to sophisticated, powerful technology without requiring the budget of their Fortune 500 counterparts. This will be especially true for video advertising: Many marketers who never would have previously considered TV advertising can now easily integrate an online video strategy as offerings become better and more ubiquitous. Attribution: Joe Zawadzki, CEO and founder of MediaMath, believes 2017 will be the age of attribution: Marketers are signing up for outcomes, not inputs, inside of their own organizations, and they are increasingly asking the question of who watches the watchers, who grades the homework of a dynamic and diverse supply chain? Predictive analytics: Gavin believes analytics will help bring about predictive customer service: With the rise of analytics, businesses will reap the benefits of things like seeing a customer’s history immediately when they contact customer service and providing personalized experiences for consumers based on likes and preferences. This technology will also predict what consumers need based on patterns in their customer journey, allowing for agents to proactively reach out to consumers before the problem is even realized. Brands will rely on real-world influencer events and activations to build more organic, nonscripted content with higher engagement, while agencies gravitate toward livestreaming and real-time social media platforms. Readers: What do you think 2017 has in store for digital marketers?

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2016 has been a year of shifts in social media, technology and digital marketing. Influencer marketing went mainstream, the internet became all about video and every digital marketer is looking for a way to connect business outcomes to their social media efforts.

So what’s in store for 2017? We queried a panel of digital marketing and technology experts about their predictions for the future of influencer marketing, digital customer service and more. Here’s what they had to say.

Video:

According to Five9 chief marketing officer Kevin Gavin, video customer service will go mainstream:

As the modern customer increasingly feels empowered to communicate with brands via various channels like phone calls, texts, social media and more, the rise in video communication will become more mainstream. Just as social media brought on a new way to communicate with consumers, video will be a powerful tool to ease pain points in an easy and efficient manner. In 2017, more businesses will move to adopt video as the new normal in customer service or risk getting left behind.

AdRoll CMO and president Adam Berke says marketing technology will bring even more democratization for video:

Advances in marketing tech that have made tools cheaper, more effective and more accurate give small and midsized marketers access to sophisticated, powerful technology without requiring the budget of their Fortune 500 counterparts. This will be especially true for video advertising: Many marketers who never would have previously considered TV advertising can now easily integrate an online video strategy as offerings become better and more ubiquitous.

Attribution:

Joe Zawadzki, CEO and founder of MediaMath, believes 2017 will be the age of attribution:

Marketers are signing up for outcomes, not inputs, inside of their own organizations, and they are increasingly asking the question of who watches the watchers, who grades the homework of a dynamic and diverse supply chain? Programmatic done right is attributed based on impact on true business goals, and…

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