2017 Marketing Resolutions

Top 3 Marketing Resolutions to Keep in 2017

Every New Year promises a renewed passion for self-improvement. The same goes for marketing your business.

2016 proved to be a telling year on many different marketing fronts. From entertainment viewing patterns, such as binge watching, to the “brick and mobile” consumer trend — 2017 shows no signs of being a stabilizing year.

So which trends should you watch, and which of them will impact your business or organization? We’ve found the three most important for the upcoming year.

1) Embrace Mobile __________

Mobile Everything

Insert your marketing word of choice in the blank. 2014 and 2015 were tipping point years, but 2016 solidified the presence of mobile. Mobile what? Mobile everything in 2017.

Mobile Video Skyrocketing

Google points out mobile YouTube video touts more primetime viewers than all of broadcast and cable combined. Users are turning to their small screens for everything from entertainment to how-to videos.

How does this translate to B2B or B2C? 68% of YouTube users consulted YouTube prior to making a purchase decision. (source)

Your best bet?

More short (45 seconds or less), topic-driven videos, and avoid long (over 2 minute), general videos.

Keep it short, on topic, and put someone in front of the camera versus voiceover.

Mobile-Enhanced Shopping

Mobile Enhanced Shopping

Mobile isn’t just involved in pre-purchase decisions anymore. It rules the in-purchase decision process, as well.

Strolling through stores this past holiday season, you could see shoppers engaging with mobile devices.

They aren’t just texting or scrolling Facebook, either. They’re checking competitor prices, looking for coupons or in-store loyalty specials, reading peer reviews, – even ordering online versus grabbing off the shelf!

Your best bet?

Embrace “brick and mobile” shoppers. Provide Wi-Fi for a great mobile shopping experience. Make it easy to shop, donate, or investigate.

Mobile First Content

Mobile-friendly gave way to mobile responsiveness. Mobile responsiveness gave way to mobile first. Today, it’s just mobile.

The unquenchable thirst for mobile information will not stop in 2017. Over 75% of searches are done at the office or in the home, where a computer is within a few feet. (source)

Search engines are now answer engines. Users ask their mobile devices questions instead of plugging keywords, so your website needs to answer those questions to drive great results.

Your best bet?

Make sure your web content displays well on mobile devices. Many websites built with a content management system have pre-developed templates that are mobile responsive.

To find out if your website passes Google’s test, drop Signalfire a line. We can assess your current site and offer improvements.

2) Break into Social Media Video

Social Video Obsession

Mobile video is a monumental topic, but how video is evolving between different social media platforms is a great focal point.

Native Video

2016 saw every social media platform develop a native video player. This means Facebook, Twitter, Instagram, and many others now have in-app videos that are uploaded and handled directly by each platform.

Native video also means the different social platforms prefer their own video front and center, so don’t be surprised if your YouTube link gets poor results.

Plus, different social platforms have different attention spans. Know your platform and the community it’s connecting with to decide video length.

Your best bet?

Develop a social media plan for next year, including social video in a significant role.

Learn to use Facebook Live, Periscope, or other platforms’ video feeds for real-time happenings. Stay aware of live video opportunities to engage your online audience.

If you’re not sure which social media platforms are right for your business or need help developing a plan for social video, Signalfire can help.

3) Map Your Customers’ “I Want To” Moments


There’s never been a better description of search engine users than Google’s 2016 “I Want To…” research study.

Google describes current users’ interactions with the web as a series of “I want to” events called micro-moments.

Consumers’ behavior and web use intersect with mobile across a series of micro-moments. Understanding this behavior and how it applies to your B2B or B2C strategy can give you a significant edge over your competitors.

Google provides a wealth of information, case studies, and graphics associated with the micro-moments discussion. However, reading and understanding is just the first step.

Every business has a buying cycle (process, funnel, etc.) and every organization has a donation cycle. Pinpointing and planning a strategy specific for your business must play a factor in your 2017 marketing efforts.

Your best bet?

On paper or on a whiteboard, map out your own company’s micro-moments aka “I want to…” moments, and understand how mobile impacts your own sales efforts

Once you know (or even if you don’t) your critical brand touchpoints, Signalfire can help formulate and implement a plan for your unique business.

Your New Year’s Marketing Resolution

2017 promises to be an incredible year for both B2B and B2C businesses.

Being available and connecting with your customers (especially on mobile) must be a priority for your business or organization. If you’d like to know more or need help making any of the above happen — give Signalfire a call.

We’ll discuss how to make 2017 your marketing success story.

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