This isn’t your typical 12 questions feature. In fact, this time we asked our previous interviewees only ONE question – “What are your predictions for the industry for 2017?”
Here are their thoughts:
Bots Won’t Be That Hot Just Yet!
According to Greg Allum, Head of Creative Strategy for Sony Electronics, bots have a way to go before being fully integrated into social strategies. So much so, that he doesn’t believe their integration will become meaningful until mid 2018!
Non-linear Marketing Will Start To Overtake Traditional Linear Approaches.
It seems that as an industry we are steering away from interrupting our consumers lives with our advertising ploys, and instead become a part of them. It is Jamie Turner, CEO of both SIXTY and 60 Second Marketer who pointed out that companies like Starbucks, Red Bull and Lego, are really beginning to grasp the non-linear concept. His prediction:
There Will No Longer Be A Disconnect Between Brands And Their Consumers.
Influencer Marketing On Both A Macro And Micro Level Will Be More Pronounced Than Ever Before.
Finally, “we may even see the likes of Facebook, YouTube, Snapchat and Instagram sitting back and paying attention ready to pounce on those that have the ability to build an audience and have meaning to someone else.”
More And More Brands Will See The Value In Their Content.
International Digital Marketing Consultant, Josh Hoffman thinks that believes that:
Brands Will Start To See Even More So The Importance Of Data To Their Campaigns.
There is no question that data has certainly played a big part in the social strategies of many campaigns in 2016. From Spotify’s Data Crunch Campaign to Comedy Central’s award winning Daily Show Video Hunt campaign data and much more data has allowed companies to dig in and get creative.
On A More Simple And Direct Note, It Will Be All About “Survival Of The Fittest.”
There Will Be A Focus On Smarter Targeting Tactics And Visual Influence.
Also “while many slick branded videos and great images dominating social media, it often feels hit or miss as to whether they truly reach their intended audience.”
Benjamin’s prediction for 2017 is that
Brands Will Look At A Way To Provide Value To Consumer Lives.
While brands will continue to find ways to disrupt consumers’ lives, Digital Marketing & Social Media Manager at Mondelez International, Pollyanna Ward simply states, “We can’t afford to be wasting resources and assets in a ‘pay to play’ world.”
Competitions Will Make A Comeback And Brands Will Begin To Really Appreciate The Value Of Quality Photography.
Kieran Edwards, Social Strategy Director & Co-Founder at STM Social believes that with marketing teams finally getting to grips with Facebook Live, the platform will experience a growth in Facebook Live events. Many of which, he believes will be bring back to light everyone’s love of competitions due to the real time interactivity. In addition,“Brands will, even more so than 2016, begin to see and appreciate the value of good photography for social content.”
Let’s get smart! Greg Allum (from our first 2017 prediction) really wants brands in 2017 to: “Stop looking at soft metrics such as engagement rates, or likes, comments & shares as success, and start looking beyond them. Look at meaningful measures and metrics such as brand awareness, preference and purchase intent.
And Ben Fox (#8) would love to see companies, not just brands, make use of social media by building stronger corporate identity. Rather than lead-gen and the odd piece of work on a blog or LinkedIn platform, companies really struggle on social to develop a strong set of visible messages – which would help to play a deeper role in marketing at the top level.
So there you have it folks. Straight from the voices of the industry. I hope you, like us are genuinely pleased with everyone being on board for change in a good and innovative way!
So let’s sweep away old tricks and really kick off 2017 the only way we know how… by transforming the industry even more! Anyone can have a desk job… let’s really grab 2017 by the horns and show the industry how to really shake things up!
One things for sure, 2017 is bound to be a crazy, fun and exciting year for the social media industry.
Are your 2017 predictions is in line with any of our Top 10? If not, give us a shout!