With only a few days left in 2016, Team MarkUp has been looking ahead to marketing predictions of 2017. We reached out to industry experts, CEOs, brand managers and marketing heads across sectors to compile a trend forecast report of marketing drifts in the coming year.
P.S – it has come as no surprise that keeping up with the dynamics of the latest digital marketing trends will only help brands grow their customer base and business as a whole.
Sachin Bhatia, CEO & Co-founder, TrulyMadly:
Video and analytics will define marketing in 2017. Video due to its higher adoption quotient and with data costs coming down, deep targeting and engagement brands can get through this medium. Live streaming will drive a lot of engagement too.
Analytics with a definite purpose is what CXOs will expect from the marketing teams; there is a lot more data to handle with cross-devise content consumption, and it will be increasingly important to track which medium is working at what point in time.
Anshul Gupta, Brand Head at CouponDunia:
A growth in real time dynamic remarketing and new engaging content formats like AR-VR, Live video, 360 video and images would emerge apart from branded content, which will continue to lead. Advertising is about to change big time too; on television, you can already see 5-second ad formats in action, like we have on Youtube. A lot of marketing would be data-driven coupled with personalized consumer experiences.
Rodrigo Vaca, Head of CRM Marketing, Zoho:
A key one for us is the rise of the more educated and open-minded business software customer. Business software is being marketed and sold very differently than it was in the 1990s or early 2000s when only a few companies dominated the landscape. Each year, customers care less about the brand and are more difficult to persuade through old-school salesmanship.
Manu Gupt – VP Marketing, UrbanClap:
The focus of Internet Businesses will be on returns on advertising spends rather than growth. A major impact would be seen on print and TV, which will be replaced with digital mediums coming more into focus. A lot of brands will drive discovery through social media engagement route using influencers for discreet marketing. Brands will also have to work hard to drive mindshare and impulse as discounts are now easily matched everywhere, hence the need to build the novelty factor. Fundamental businesses (FMCG, banking, insurance, telecom, auto) will definitely focus on rural penetration – due to digitization and scaling of rural infrastructure. Demonetization presents an immense opportunity to scale online transactions and strengthen their digital presence.
Swati Nathani, CBO, Team Pumpkin:
Digital marketing is just in infant stage. Its potential is being explored with each passing day. India has a growing base of digital audience due to smart phones and internet penetration. Everyday there is new trend that is going viral. From Facebook to Twitter, almost every social media platform has been exploited by digital marketing agencies. GIFs will become the biggest hit in 2017 as it can be interchangeably used on every popular social media platform. Plus, it delivers content graphically and consumes very less time. Live video voting, which became a rage during US Presidential Elections is also the next-big-thing. Storytelling, especially with a social message is catching up in the digital space. Moreover, using analytics as base before creating a campaign is becoming a sure-shot way of hitting the target audience.
Himanshu Bhagat, Head – Marketing, BabyChakra:
I would say 2017 belongs to customization and automation in digital space. Gone is the era of carpet bombing and huge chunks of media buys. Consumers online are wary of intrusions and what makes sense is to customize marketing to individual users’ requirement. Further, one would need to cater to consumers when they want to interact, where they want to interact. Seeing these trends, I strongly feel, an era of chat bots, website assistants and specific customizations are here to stay and rule the roost.
Manesh Swamy, Creative Director, Hungama Digital Services:
2017 will be a year for rich branded content. When I say ‘rich’ it means you will not know the difference between, if it is made for the web or so-called mainstream TV. Thanks to the better connectivity on devices, branded videos on WhatsApp, Instagram, and YouTube will become a norm. In terms of creative technology, Virtual Reality Stories told on hi-end devices like Oculus, HTC Vive or the poor man’s VR device ‘Google Cardboard’ will hog the limelight. Also, I feel there will be a surge of 360-degree video content on Facebook.
Meera Iyer, Head of Marketing, Big Basket:
I think digital marketing as a percentage of spend will continue to go up. As more of India becomes ‘digital’, the time spent on traditional media like TV and newspapers will come down, and brands will have to build their reach and frequency necessarily with digital marketing.
There will be sharper focus on ROI and better targeting, with more and more analytics, and analytical capability enabling marketing.
Sharat Dhall, COO (B2C) Yatra.com:
Mobile, tier 2/3 markets, personalization, videos and social content are some key areas for 2017. People these days are increasing their internet consumption dramatically, and with smartphones rapidly penetrating the tier 2 and tier 3 markets, mobile has become the new gateway to do business. Individuals like to explore information on the go, and this has changed how brands interact with the user these days. With customers becoming more impulsive in their decision and purchase – personalization, curation of content, and online reviews have become the new marketing tools. Lot of platforms have in fact introduced a buy button on their platform to enable a brand to tap customer directly from their platform. Also, lately, social media platforms have become a major hub for sharing video content. Facebook in fact shares as much video content as YouTube these days, and other forms of content like GIFs, vine videos, and short videos are also on the rise.