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Sherpa's 2017 Marketing Predictions

Tom Perry
by Tom Perry - January 20, 2017


If you are into IT marketing as much as we are, then you have probably already fine-tuned your marketing strategy for 2017...

But wait! We have a few trends in the marketing space that will be making a big impact this year, so you should start thinking about them now to get ahead of the game.

Live Video

Up until now, live video has been more of a PR stunt and for big brands than a core marketing strategy, but that is all about to change in 2017.

Live video content is on the rise - with 14% of marketers experimenting with it in 2016 and 43% planning to use interactive video in the coming year.

But what are the benefits that live streaming can offer your IT business...?

  • Brings a human element to any demand generation marketing campaign (which is sometimes sorely missed).
  • An opportunity for more authentic interaction with your audience.
  • Creates a library of content that can be re-used and re-purposed later.
  • Provides an opportunity for learning from real-time audience feed-back.

Social Shopping and Instant Purchases

Social networks are becoming the new online marketplaces - with new research showing that shoppers are looking to Facebook, Instagram and Twitter for their next online purchase.

Dubbed ‘social shoppers’, the research shows that these individuals visit social networks as part of their everyday shopping behaviour and use images they see on social media sites to inspire purchases.

Nearly a third of online shoppers (31%) say they are using these channels to browse for new items to buy. Facebook is the most popular network people are using (26%), followed by Instagram (8%) and Pinterest (6%).

Virtual Reality

You might ask yourself why you should be implementing virtual reality into your IT marketing strategy? Well, there are plenty of reasons...

VR solves huge problems marketers have around engagement and awareness for the following reasons:

  • Immersive – users wearing a headset are completely immersed in the content meaning fewer distractions and more attention on the message.
  • Impactful – the intensity of a VR experience is greater than traditional media generating strong emotions in its users which are linked to real behaviour change.
  • Memorable – our brains are built to remember events linked to locations, this means that VR experiences have a longer trace in the audience’s memory.
  • Novel – with high media and public interest in VR early adopters can benefit from favourable media exposure.

Messaging apps

Apps such as Facebook Messenger and WhatsApp provide a faster and easier way for customers to get the assistance they need, rather than being placed on hold or waiting for a returned email.

This enables brands to communicate one-on-one with the customer, which is completely changing the way customer service is done.

Marketing on these apps goes beyond just launching ads or sponsored content. In fact, two of the biggest messaging apps—Facebook Messenger and WhatsApp—don’t even offer ads (at least, not yet). Rather, it’s about setting up a space where you can talk to customers directly and meet them where they’re already comfortable communicating.

The best way to take advantage of this is to use the apps your customers do: create groups, share content and interact with brands, then develop your strategy to deliver the best customer experience possible.


ABCs_of_Inbound_Marketing2.pngFinal Thoughts

The Social Media Space is constantly evolving and any tips on 2017 marketing predictions wouldn't be complete without advising you to prepare for everything and anything.

If you want an extra hand getting ahead of the IT marketing space this year then we will be happy to help.


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