The Future of Inbound: How Marketing will Change in 2017

This past year has been a monumental year for inbound marketers. According to Hubspot’s 2016 state of inbound report, 73% of organizations use inbound marketing as their primary approach to marketing. Of these organizations, 81% of them deemed their strategy as effective.

With a lot of technological upgrades in the upcoming year, we’re anticipating a lot of changes coming to inbound marketing.

Here are a few things we believe are going to change the game and help you generate more leads online in 2017:

Return of the Silent Film 

We predict that the silent film will be a driving force for marketers in 2017. Viewers want to be able to watch a video without disturbing others around them, which makes the well captioned and highly visual video a great target for marketers to tap into.  

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Videos have always been a huge driving force for social engagement, but with new updates like live video and 360 capturing, we think that video marketing will be taken to the next level in 2017. With the potential of virtual reality become more accessible to the public, immersive marketing has a chance to break through this upcoming year. 

Goodbye Pay Per Click, Hello Pay Per Lead

Facebook’s easy-to-use ad software has recently been taken to a new level with their Lead Ad form process. Leads will be able to fill out a form directly from their Facebook newsfeed where ever they’re browsing from. This is great for both the marketer and the lead, mainly because the leads never have to leave the site they were on, and the marketers still get the information they need about their lead.

As for Facebook, this opportunity allows them a new way to segment their advertisements. Paying per click seems to be the precursor to pay per lead advertisements, and now that the software is up and running, it will be much easier for marketers to target future leads.

Self-Serving Customers

Technology has gotten to the point where we can complete an entire purchase transaction without ever having to interact with another human being. Online shopping is so simple, and we even have self-service check-out stands at our grocery stores so our actual interactions between people are completely minimized.

In 2017, we think that this will be taken to new extents. If offered a way to purchase something without having to interact with someone, we think that buyers would choose that. They want to come to you and your company on their own time, and what better way to do that then be available for them 24/7? Automated or personalized purchasing tools can be a potential big surge in 2017.

SEO Tracking

Hubspot stated in their annual state of inbound report that 65% of companies cited traffic generation as one of their top marketing challenges. Because of this, we predict that marketing software will soon be making updates to figure out how to solve this problem.

One way that this could be solved is by implementing a keyword density analyzer directly within content management systems. This way, marketers can see in real time if the content they’re creating could be considered for a boost in rankings. While most of this data could be considered top level analysis, it’s still beneficial for marketers to see if their content is correctly written to ensure rankings in the future. 

Key Takeaways 

With the ever-swaying tide of technology, marketers will always have to be on their toes to stay up on the latest trends in both hardware and strategy. We think that 2017 will be a year of ever-changing ideas and innovative marketing strategy. As technologies evolve, marketers will evolve as well with interactive and exciting new ways to reach out to old and new customers.



About the Author:

Sarah Laoyan
Sarah Laoyan

Sarah is the Marketing Coordinator at 41 Orange. She recently graduated from San Diego State University with a degree in Journalism, with an emphasis in advertising.