2016 was not the year for faint-hearted purveyors as they propagandized to calibrate and attest the ROI of their content commerce efforts in order to fight for large funds. Google and Facebook continued to dominate, while the rest of the industry may have withered. Concerns around ad impede, viewability, and measurement accuracy continued to predominate gossips about social platforms.

2017 will be the year of a little less speech and a bit more action. Purveyors will necessitate visibility, whether results are coming from publishers, agencies, technology providers, etc ., and if they don't get onto, they'll move on. Purveyor themselves are under more investigation from CEOs and CFOs than ever before.

Publishers are in trouble, while Google and Facebook continue to pull away. Heres a roster of all the things we should all be prepared for in 2017 😛 TAGEND

1. Facebook and Google will continue to dominate. The remain of service industries will shrivel

According to the IAB , the digital advertising industry continues to grow nicely. But if you peel back the onion, you'll see that its actually Facebook and Google that is dominating the lion's share of the rise. In detail, outside of those two scaffolds, the rest of the industry is flinching in Q2 . This duopoly is shocking, and potentially unhealthy. But I think it will continue next year and don't see how or when this tendency will change.

Thanks to @jason_kint for the table below 😛 TAGEND

Image: @JASON_KINT

2. Brands will buy all their own media. Business will have to reinvent themselves

Marketers are starting to realize that the media terrain is not that complicated. The vogue of taking media buying in-house will be pursued, and the majority of members of the focus will be on Google and Facebook( see above ). Agencies will no longer be able to build a business by taking a slashed of media devote. The smart ones will reinvent themselves( see below ), but the residue will slowly disappear.

3. Marketers will no longer blindly trust third-party data

With asks to attest ROI at an all age high, purveyors compel insight into the performance of their strategies in order to improve campaigns based on real revelations. But with many companies being commercially incentivized to provide bloated data, purveyors in 2017 will look outside of those providers for reality. No longer will they indiscriminately accept data regarding publishers or social networks; they'll expect direct access to the results through independent data providers on everything from labelled content to social expeditions. Great news for corporations like Moat.

4. Personalization will mean more than just exerting my first name

Consumers are smart and they expect their nature to be personalized. Netflix and Amazon set the bar high-pitched, and buyers expect that from labels and publishers. Yet, almost every marketer's website is generic and one-size-fits-all. Labels will seek out the tools to build habit knowledge for individuals that are truly personalized, and this year they are able to deliver on that have committed themselves to consumers. Personalization will move from a buzzword to a fundamental part of the marketers toolkit, across entanglement, social email and every other path in the customer experience.

5. The death of persona will bring outing mapping to life

Creating personalities acquires all individuals fits in a given bucket.

Creating personalities presumes every individual fits in a caused container. Acknowledging this is an old school method thats no longer acceptable, brands will take a step back and focus on certainly understanding “the consumers ” pilgrimage material consumption, social sharing, obtain behavior, etc. and then calculate what those patterns look like to suggest the next best gradation for each unique consumer.

Closely held to personalization, jaunt mapping will become the basis for most modern market devices. Companionships like Salesforce and Adobe are already investing heavily in this area.

6. Symbol will call it quits on the native pushing game

The hype circumventing native publicize will recede, and potentially even die off completely. Content certainly participates publics better than banners. But brands will realize that there is minimum appraise on writing content in full on third party websites owned by publishers. Instead, purveyors will guide the content on their own properties, allows them to own their gathering and the data. They'll use Facebook or Google to drive freight and buy the same( or same) audience they would reaching on the publishers' places. This wants tribulation for publishers, who checked native as the next big hope for digital revenues.

7. Flinching digital footprints will push purveyors to rethink their involvement strategies

Oversharing on social has risks

Gen Z learned from its millennial precedes that oversharing on social has likelihoods, causing them to gravitate towards ephemeral social stages like Snap. This will constitute new challenges for marketers who have been spoiled with vast amounts of revelations from earlier generations who didn't inevitably realize the backlashes of the capacity of information they shared online.

8. Marketers will no longer be duped by multi-device consumers, single customer profiles will rise

No matter where “they il be”, what they're doing, consumers are interacting with labels on mobile, tablets, TV screens, desktops – you appoint it, they're on it. In 2017, cross-device targeting will take off, magnetism symbols to create a compatible customer suffer for all the persons so that no matter what device they're engaging on, its as if they picked up exactly where they left off.

9. Live data will breathe life into the marketing mix

Gone are the days of exporting marketing-related accomplishment data; the moment you push that export button the data dies. Instead, marketers will begrudge data they can access in real-time that provides live insights, making it possible to change course with hurrying – the rapidity of buyer wishes and behaviors today.

10. Enterprise will have to adapt to survive

With technology realizing it simpler for symbols to readily make beautiful and peculiar material that engages shoppers, enterprises will rely on their innovative juices to reinvent their business. They'll team up with technology providers to conduct service charges and will hire endowment outside of usual authority roles, to provide fresh new ideas. And for those that don't adapt, brands will be reading and willing to snatch up fresh authority blood as they produce branded material efforts in-house.

Read more: http :// mashable.com/ 2016/12/ 21/ content-marketing-2 017 /