The end of 2016 is in sight. Another year that has flown by. A year that we will probably all remember with mixed feelings. The world was and is on fire, tensions have risen like never before. On the other hand, the economy has recovered and is growing even faster than expected. In the field of marketing, the influence of online increased enormously again, and online video in particular took off in marketing. 2017 promises to be another eventful year. Economically, marketing-wise and socially. That is why we have listed a number of marketing trends for 2017 for you.

Social media continues to grow

Social media is no longer an exciting and new channel to use. It is now 'one of the guys' within your marketing mix. Nowhere are the possibilities for targeting based on interests and demographic data as extensive as on social media. Channels such as Facebook and Instagram are increasingly becoming an alternative to other mass media such as TV, but with extensive targeting options and measurement options.

Search for your “influencers”

Using influencers is becoming increasingly popular among marketers. This resulted in a true 'bubble' in 2016. The rates for using infleuncers have skyrocketed. Rates will probably calm down a bit, but the importance of influencer marketing is here to stay. Young people in particular attach great importance to their 'examples', which they follow in many areas. So the way to reach these young people is through these influencers.

Bots and automation

Marketing and service will become increasingly automated. That sounds strange, since marketing will be increasingly personalized in the future. However, technology nowadays offers us the opportunity to be both personal and automated. A good example of this is the expected increase in highly intelligent chat bots. More and more organizations are developing Facebook Messenger bots, for example, to provide services via social media. A hybrid model is often chosen, in which the actual service employees are called in when the bot can no longer cope.

(Live) Video explodes

2016 was the year of the (online) video. Live video also emerged, driven by Snapchat and later Instagram and Facebook. This trend will undoubtedly continue in 2017. And that is not always easy for brands. It means that they will have to make themselves vulnerable. Expensive 'slick' commercials are no longer always the right way to reach the target group and encourage them to take action. The use of live video and online video partly means renouncing extensive video productions in favor of timing, credibility and speed.

Mobile is a must

Mobile, we can be brief about it. It is no longer a wish, but a must. Mobile first determines the way you will shape your marketing. On the eve of each campaign, you will have to consider that your message must be conveyed on a small screen with limited space. Most online campaigns already have a mobile visit percentage of well over 50% and commerce via mobile is also growing strongly.

Native advertising

It's no longer a 'trend' for a while, but native advertising is still on this list. Brands are looking for the most natural and credible way to gain attention. Traditional advertising formats are no longer suitable for this. Native advertising is a smart and effective alternative, which publishers and brands will certainly increasingly focus on in the coming year. Not only because they want to, but also because they have to.

Which trend will you embrace (or not) next year? And are you missing any important trends for 2017 from this list? Let us know.