As we enter the final stretch of the year, we would like to briefly pause to analyse some of the digital marketing milestones that have taken place during 2016 that are worth remembering, but above all, to mention the trends that companies in the midst of digital transformation are facing in this new year 2017, as well as their challenges.
AR and VR Technologies : Looking back, the first thing that comes to mind is the PokémonGo phenomenon: Virtual Reality (VR) or Augmented Reality (AR) ? There has been a lot of debate around this, but the most important thing about this phenomenon is that it is here to stay. We must be clear about both concepts since they are clearly a growing trend for 2017 : in virtual reality the real world disappears and an immersion in a virtual world takes place, however, in augmented reality the world is still present but is enriched with new information through a device that has at least one camera and a screen. When viewing reality through a screen (a mobile phone or glasses) we observe the same reality, but the device is responsible for adding additional information. It is already being used in sectors such as tourism, where by focusing on a monument with the camera of the mobile phone, related information, images from the past can appear... or in museums by focusing on works, etc... The applications of Augmented Reality are endless and easy to implement, therefore we are going to see how in 2017 the use of this technology grows in the business field, and of Virtual Reality especially in gamification strategies .
CustomerexperienceUX : companies must continue their Digital Transformation and focus their efforts on user experience , as it remains key in the digital economy and in any marketing strategy. We know that today's consumers are not looking for products but experiences. In this sense, personalization taken to the extreme, one-to-one marketing , has already been established as a standard strategy in 2016. Techniques to offer personalized content or product recommendations usa business email list in e-commerce, in which Amazon is a pioneer, have become the norm and several business models have emerged based on these recommendations. According to El País in its Ideas magazine , 35% of Amazon sales come from product recommendations, based on previous searches and the user's behavior on the page. This is possible thanks to the rapid development of analytical tools that collect user navigation data, customerjourney, and allow the content that the user is looking for to be offered even before the user performs that search. Furthermore, behavioural targeting with technologies such as retargeting or remarketing, which show users, throughout their browsing, the products they have previously visited on a website but have not purchased, with conversion rates that were unthinkable a few years ago, are here to stay, so in 2017 we will see more and more banners that “chase” us with the product we are precisely looking for. Thanks to all these technologies, we can communicate with the consumer as a unique individual (one to one).
35% of Amazon sales come from product recommendations, based on previous searches and user behavior on the page
Content marketing : it is the perfect ally to establish this two-way communication and generate experiences for the user. During 2016, video has positioned itself as the king and we have already started to see live streaming video, which will undoubtedly be the trend in this new year. Facebook has integrated its live streaming tool just a couple of months ago. Also, 360º video applications that allow you to live truly impressive immersion experiences are born daily. We show you the promotional trailer from Disney for the premiere of The Jungle Book. Don't be afraid to move your mobile around!
Web design : We have seen how 2017 is seeing an increased focus on user experience , and the design will depend on it: the flat design style remains (minimalist, clean, simple typography, flat icons) but will coexist to a greater extent with material design , created by Android (lights and shadows, movement, and animations to guide the user). Responsive design is moving from being a trend to good practice, as no one today would consider designing a website that is not responsive.
