In 2017 the SEO will stop being “engine” to become “experience”
The arrival of 2017 once again generates expectations and prepare us for the continuous changes that could take place during this new year. From Predictions, forecasts and trends we talked during much of the last stage of last year and the first days of 2017 still continue to come opinions and visions of many professionals and experts in advertising and digital marketing that leave their pearls in relation to It seems, is about to arrive or will involve important paradigm shifts.
It seems that there is generally a consensus on certain issues, including opt-in advertising and Attraction Marketing are going to become common, especially as consumers are more comfortable in allowing the Brands know their location, intentions and preferences thanks to their mobile devices. The sensors will add data that is obtained through specialized campaigns, joining analysis platforms, processing numbers and pouring information in CRMs and online ordering systems.
The data and content will customize the web to determine on the go, the campaign that best speaks to consumers. This way they will show content that will be adjusted with each new search or visit to the web pages of the company or social networks.
In 2017 the SEO E will stop being an “engine” to become an experience, based on the experience that consumers have had on both mobile and desktop devices.
For Sid Shah, director of business analysis at Adobe, the explosion of content will emerge in the “living room” in mobility as the assignment of rights and better monetization allow greater portability. This will be a major boost to mobile traffic and digital advertising. By the end of 2017, one of every three clicks of payment may have its origin in a tablet or a Smartphone.
Raj De Datta, CEO and co-founder of BloomReach, commented that 2017 will bring us the disappearance of static web pages. Interest and search habits will influence the content of the pages, changing for each consumer based on their interest and browsing history. The data obtained from this experience will contribute to the era, not of the “Big Data”, but of the “Big Big Data”. Rampant data growth will force companies to have autonomous machines that are capable of turning the internet into revenue. To stay competitive and adapt to the changing demands of consumers, companies will rely on Big Data applications that can leverage that information and turn it into sales. Controlling this information is soon to become unmanageable due to the high costs of the necessary resources and also to the shortage of trained personnel. In the US alone, there may be a demand for more than 190,000 qualified data analysts in 2018. Much of the analysis will be carried out automatically by self-taught machines, freeing people so they can contribute what they do best: be creative.
Omar Tawakol, CEO of BlueKai, also believes that 2017 will bring trans-channel integration of data and campaigns, bringing together searches, video, display and mobile. By the end of the year, Tawakol believes that leading companies will take their own data and evaluate agencies based on their ability to extract knowledge from audiences, going beyond standard operation.
Mike Baker, CEO of DataXu, believes that in 2017 more advertisers will be seen deploying sophisticated “multichannel” models that will more adequately measure the contribution of free search clicks, versus a broader context of the fully paid and controlled.
Larry Kim, founder and CTO of WordStream, says that 2017 will see how Google will reshape its algorithms, making SEO a lot more complex, while Google+ ads and content will play a more active role in the results of The search engines. This change will force companies to strike a balance in inbound marketing strategies.
Angela Bandlow, marketing VP for Extole, believes that 2017 will bring us the end of the social ROI debate, because companies will finally have data that can test the strategies put in place. With more sophisticated analysis, companies will know better than in the past who talk about their brands, analyze their impressions, clicks, etc. Word-of-mouth marketing will play a very significant role, with presence in more than 80% of purchase cycles.
Peter Shankman, founder of Geek Factory, is confident that 2017 will be the year that companies stop using the term “social media” when referring to a campaign. Companies are currently designing campaigns hoping for miracles to emerge from isolated actions in social media. Those who are unable to create broader communication, marketing, advertising and branding plans, and thinking about revenue generation, will fail. He also believes that if Facebook plays his cards well, 2017 will be the year in which he will be able to control mobile advertising.