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Digital Marketing Recap: January 2017

Insights // February 15, 2017

Digital Marketing Recap
January 2017

Welcome to Terakeet’s first Digital Marketing Recap of 2017. We’re taking a look back at some of January’s biggest stories from the digital marketing world. Every month, our recap delivers key pieces of news and insight to not only help you better understand where digital marketing is headed but also allow you to maintain an effective marketing strategy over the constantly evolving digital landscape.

Influencer Marketing News

Influencer marketing is undoubtedly poised to change over the course of the year, but many of the same sentiments from last year still ring true. An effective strategy starts with connecting with the right influencers and aligning the relationship with your target audience.

Your Guide to Influencer Marketing Know-How – Much like digital marketing, influencer marketing is ever-evolving. There’s no doubt we’ll be seeing even more changes throughout 2017. From how to go about influencer marketing in a way that brings long-term impact to knowing what social media platform to concentrate on, these are some expert tips to stay on track over the next several months.

Taming the Millennial Beast – The millennial audience is powerful and is becoming a favorite target for marketers everywhere. The thing that sets this group apart, however, is their immunity to traditional advertising techniques. Millennials aren’t inspired to purchase a product if it’s marketed to them through shallow and blatant advertisements. Gen-Yers, and even Gen-Zers, now care more about a deeper, more intimate connection with brands. Micro-influencers bring a sense of authenticity that this group looks for.

Digital Marketing News

Effective digital marketing is all about connecting with the desired audience. Today, developing inspiring and innovative content is one of the best ways to do that. Consumers are not only looking for personalized content that is unique and special to them, but they’re also attracted to striking visuals that tell a story.

Personalize. Personalize. Personalize. – Given the increase in spend, marketers are further understanding the power of creating high quality, relevant content. Now that platforms like Amazon, Facebook, and Netflix are creating curated content for users, consumers are demanding a more personalized approach from brands.

Content At First Glance – Developing the right content is often the difference between a boom or bust marketing strategy. With the influence of social media platforms growing larger and larger, visual content is a great way to tell a story and evoke emotion. Aside from the usage of visual content growing 130% and informational graphics (“infographics”) being the best way to garner engagement, these are some of the ways content is trending so far this year.

Search Engine News

January brought some significant stories in terms of how Google is responding to recent trends in search. News results are further optimized for mobile and we see the effect false headlines and misinformation has on the everyday user.

Google News Doubles Usage of AMP – We’ve known for a while now that Google is putting a focus on AMP. This became even more evident in January as Google News results showing AMP more than doubled.

Google Bans “Fake News” Sites – Google has deemed it “misrepresentative content,” but we know it as “fake news.” Alongside Facebook’s efforts to combat fake news, Google has also taken a hard stance against it; permanently banning 200 sites from using its ad networks.

Misinformation has an Effect at the Local Level – We’ve all seen it, claims of “fake news” and “alternative facts” propagating throughout social media feeds and even some major news outlets. Besides being shown to manipulate behavior, this epidemic is trickling all the way down to the search efforts of local businesses and advertisers.

Social Media News

Social media platforms all have their own, individual perks for users. Regardless of their differences, one thing they all have in common is their ability to connect users to each other and to content. Not only this, but we also see how persuasive the things we share can be.

Social Media Stats to Blow Your Mind – With currently 250 million social media users in the U.S. alone (2 billion globally), having an effective social media presence is crucial for digital marketers. Here are some of the newest statistics to know in 2017.

Snapchat Dialing-in On Consumers – Following in the footsteps of Google and Facebook, Snapchat has decided to partner with Oracle Data Cloud to begin targeting and measuring ads based on what users are purchasing outside of the platform.

The Power of the Tweet – Based on recent analyses, brands mentioned in Donald Trump’s tweets have received decreases in positive sentiment on social media. This shows that social media isn’t just seen as a way for brands to further connect with potential customers, it also shows the power politics bring to the stage. Not only can political social media help millions of people gather for a march, but it has the possibility to adversely affect companies in the 140-character spotlight.

Quote of the Month

“The most impactful influencers are your customers.” – Carley Parsons