Marketing Trends 2017: Online advertising becomes more complex

Here is the article by Arndt C. Groth, CEO of the advertising publisher Publigroup


The first banner came from 1994 and was switched by AT & T and was also extremely successful with a click-through rate of 44%. In 2017, digital marketing will begin the third decade after digital technologies have revolutionized the world of marketing: search engines, social media, online videos, real-time platforms, mobile devices and smartphones have all changed the way marketing is done, Experts Promote your products.


In 2017, the digital marketing industry will continue to develop and present innovative solutions. Here are the main trends that will play a significant role in 2017


Increasing offline online integration: Due to the rapid changes in the online "universe", traditional "offline providers" are still forced to adapt and adapt new online habits. The traditional press, including daily newspapers, as well as state television broadcasters, will continue to suffer from the trend towards alternative, digital news formats.


In particular, the explosive spread of mobile devices and smartphones will have a dramatic impact on media consumption. Nearly half of all accesses to websites are now mobile. At the same time, there is a huge discrepancy between the large mobile stocks and the still relatively subdued demand on the part of the advertising sector, which still relies on other, more traditional formats.


The intelligent link between offline and online, between classic and new, will therefore continue at a rapid pace and in 2017 will gain even more prominence. There is also the opposite direction to be observed. Online players like Zalando open physical stores. We will also experience this phenomenon more often, because strong online brands are no longer necessarily a hindrance to traditional selling points.


Our world has become mobile. The question, however, is whether market experts can exploit the potential of this mobile world and find new ways to arouse the interest of consumers. We expect an even higher proportion of rich media ads, real-time advertising components and media-friendly advertising formats, as the marketing industry will in the future try to convey their message by mobile means.

The rapid spread of mobile devices also supports the further development of video content. New platforms are emerging and microvideo formats offered via Vine or Instagram, for example, offer new marketing opportunities.


The advertising industry was initially hard with marketing via online video. After the initial hesitation, however, this format has exploded. Video content recorded great success last year, which should be surpassed in the coming year.


Programmatic and, in particular, real-time marketing: This segment will also be expanded in the future. This is where the data stocks play an important role: both proprietary data as well as high-quality, "fresh" and "clean" data from third-party vendors, using intelligent, dynamically created rules to determine effectiveness and avoid media surpluses Br>

Now that marketing professionals have had time to familiarize themselves with the relevant tools, data and media, and build their expertise in the segment, the interest in programmatic marketing solutions that go beyond standard records based on traditional data sets is growing

In the meantime, important steps have been taken to link programmatic marketing solutions with high-quality data stocks and progress has also been made in the area of ​​scaling up automated activities with the aim of more effective, media-friendly ad formats.


The growing sale of data from social networks for advertising activities outside their own platform will continue. Facebook and LinkedIn will increasingly provide their comprehensive information base for targeted advertising on partner sites, creating new marketing networks. Social networks will continue to provide an opportunity for interactive and binding communication with the consumer, but paid services are gaining in importance, as networks rely on sources of revenue.


Because of the unique opportunity for targeted activities (due to interests, connections, etc.) and media - friendly ad formats that use the potential of this platform (from Posts, sponsored tweets etc.), market experts can develop new channels with which consumers in large scale Scope. From 2017, they will be able to create complex and multi-faceted social marketing models and use the emerging platforms of the major social networks.