This document discusses several digital marketing trends to expect in 2017, including: 1) Organic reach on Facebook continuing to decline for brands as the number of posts increases, recommending 12-15 posts per month. 2) Video content growing significantly and performing better than images/text. Facebook Live and Instagram Live gaining popularity. 3) New and improved ad formats on Facebook including Canvas ads and emphasis on mobile ads and custom audiences. 4) Focus on online and offline integration, regional targeting, and Instagram and mobile-first strategies. Attribution and measurement also areas of focus.

1. Digital Marketing
Trends to Expect
in 2017

2. An overview of Facebook in 2016
Facebook crossed a 4-million advertiser mark in September 2016

3. Facebook Trends 2017
What to expect and implement

4. 1. R.I.P Facebook Organic Reach for Brands

5. 1. Facebook Organic Reach still holds true for specific pages
Specific Content Type Popular Media Pages High Volumes Of Videos

6. 2. Less is More
Solution?
• Limiting content to few days and as when there are trending topics is the current strategy used by
brands that see high engagement
• Recommended number of posts – 12-15 per month
What?
• Organic Reach drops as number of posts increase and over posting could be a marketing mistake

7. 2. Less is More

8. 3. Videos Content is growing like never before
• Short, engaging and
compelling videos to
communicate brand stories
• Move beyond series posts to
clubbing them together for
videos
• Video and slideshow ads are
producing better results on
average

9. 3. Facebook Live
• Live Polls on Facebook
Live
• Facebook Live + Reactions =
Perfect for live shows,
webinars, product launches
• Facebook Live videos
monetization rolled out for
testing
• Note : Take a tablet along and
ensure it’s on the correct page
3. Facebook Live (And Instagram Live)

10. 4. Newer and Exciting Ad Options
• Facebook Canvas ads is a
great way to showcase the
brand where a website is not
yet up
• 2017 belong to Facebook
mobile ads

11. 4. Which ad type is suitable for your needs
Advertise Through the Funnel
Brand Awareness
Consideration
Conversion
Loyalty
Step 2: Website Clicks / E-Books
Step 4: Custom Audiences to
expand the audience, Lead
Nurturing for cold leads
Step 1: Video Views & Brand
Awareness via engaging campaigns
Step 3: Lead Ads/ Website Conversion
/ Carousel Ads to drive Enquiries & Site
Visits

12. 4. Custom Audiences play a bigger role in 2017

13. 5. Messenger, Bots and Shopping

14. 5. Messenger, Bots and Shopping

15. 5. Messenger, Bots and Shopping

16. 6. Online-Offline

17. 6. Online-Offline Relationship to be stronger

18. 7. Instagram is the new cool & stories are shining

19. 8. Go regional for a brand new TG

20. Google Trends 2017

21. Mobile First & Accelerated Mobile Pages (AMP)

22. Mobile First & Accelerated Mobile Pages (AMP)
Mobile First
Responsive
Site
Speed &
AMP
Be there in
the
moment
6 million pages already on AMP

23. Video & Ads below Videos is a focus area in 2017

24. Lot of noise around VR & AR, but yet to reach mass adoption

25. Attribution will continue to be a grey area

26. Attribution will continue to be a grey area
• Measure every interaction not just last click
• Perfect measurement is unnecessary, but track every engagement
• Nearly half the visitors search online and then visit the store – Track
them (FB allows upload to do customer match)
• Google/FB getting better at understanding the location where you
are at
Mobile has broken our measurement models

27. Everyone can run digital marketing at scale with automation
and machine learning
• Deliver relevance at scale with Power Editor, Double Click, Adword
Editor
• Responsive & Automated Native ads for display already a reality
• Programmatic Media Buying is gaining adoption

28. Progressive Web Apps is soon going to replace Native Mobile
Apps

29. Consolidation in the social media networks is likely
Twitter – Now is when it learns to win or lose

30. Digital Marketing For Results.
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