In this article, I'll take an in-depth look at what I see as the most significant trends in digital marketing for the year ahead. But, it's not only my view, since I have 'crowdsourced' the importance of the different trends rated by the popularity of each trend.

For all members of Smart Insights, we also have a more detailed free download of the marketing megatrends for 2017, which are 9 digital marketing and martech megatrends will help give you an edge in 2017. In the download we discuss machine learning and artificial intelligence, which for me is the biggest trend in marketing right now. Machine learning techniques apply across many of the techniques we discuss in this post including Big Data, Marketing Automation, Organic Search and Social media marketing.

To get our readers' views on the most important trends at a top-level, we asked Smart Insights readers to give their opinion on the most important trends.

While this doesn't have a controlled sample of our free research reports like Managing Digital Marketing, it does canvas opinion widely. Note that these trends aren't necessarily the most important channel by volume of leads or sales, rather it is the tactic which will give the biggest increase in the year ahead, so it shows what is becoming more important. By asking for just one tactic, this helps shows the the top 3, 5 or 10 top-level trends.

To help the decision on which technique to choose, we expanded upon the short labels you see in the graph to help scope the response more carefully. For example, 'Big Data' is a nebulous term, but when we expanded the definition to include insight and predictive analytics, it shows the value of the specific marketing techniques for Big Data and this help explains why this is in position number two.  Here is the full listing of digital marketing techniques:

• Big Data (including market and customer insight and predictive analytics)
• Content marketing Communities (Branded niche or vertical communities)
• Conversion rate optimisation (CRO) / improving website experiences
• Display (Banners on publishers, ad networks social media including retargeting and programmatic)
• Internet of Things (IoT) marketing applications
• Marketing Automation (incl CRM, behavioural Email marketing and web personalisation)
• Mobile marketing (Mobile advertising, site development and apps)
• Paid search marketing, e.g. Google AdWords Pay Per Click
• Online PR (including influencer outreach)
• Partnerships including affiliate and co-marketing
• Search Engine Optimisation (SEO or organic search)
• Social media marketing including Social CRM and Social Customer Care
• Wearables (e.g. Apple Watch, activity trackers, augmented reality)

In our Digital Channel Essentials Toolkits within our members' area and our Digital Marketing Skills report we simplify digital marketing down to just 8 key techniques which are essential for businesses to manage today AND for individual marketers to develop skills. This visual shows the core techniques which will drive more leads and sales for you, but within some sectors, techniques like using AI, IoT, Wearables will be more important

The Top Marketing Techniques in 2017?

Let's now drill down into the key tactics and marketing technology within each of these tactics which will be important in 2017.

1. Content Marketing Trends:

Content promoting has been in the main 3 throughout the previous 3 years we have run this post, so we center a considerable measure around how to make an incorporated substance showcasing technique through counsel in our substance advertising toolbox.

Our examination with HubSpot, represented in the Competing on Content infographic, demonstrates that more organizations are presently utilizing a vital approach (40%), so this is a pattern we can hope to see proceeding in 2017. We can likewise expect that there will be more concentrate on Measuring Content Marketing ROI as the cost and rivalry inside substance promoting increments.

At a down to earth level, Martech Guru Scott Brinker has discussed the fourth Wave of Content Marketing and I'm seeing increasingly cases of intelligent advertising applications - like our capacity graders furthermore personalisation apparatuses prescribing content. Perused his article, presenting it, an awesome read and you can look at the ionInteractive cases of intelligent substance showcasing.

2. Big Data:

As characterized in our question, Big Data showcasing applications incorporate market and client understanding and prescient examination.

The 3Vs of Big Data indicate why this is a key pattern chose by numerous, who have encountered the expansion in volume, continuous information and information designs in their business and need to abuse the esteem to expand deals through personalisation on sites and through email promoting through prescient investigation - a subject we have secured commonly on our blog. It's additionally firmly tied into machine realizing where Big Data is mined to distinguish affinity to change over given distinctive client attributes and conduct.

3. Marketing Automation (including CRM, behavioural email marketing and web personalisation):

Like content marketing, marketing automation has been in the top 3 for the last 5 years we have asked this question. Many businesses still have potential for improving their automation as our research on the State of Marketing Automation shows.

To help with this information hole, I think I have given more online courses and chats on Marketing Automation than on whatever other subject in 2016. The most widely recognized inquiries toward the end are 'the place do we begin' and 'how would we get to the following level'. These inquiries are replied in our Email advertising and promoting robotization toolbox which incorporates a free intuitive capacity audit to score your utilization of email showcasing mechanization. As organizations advance up the expectation to learn and adapt I anticipate that more organizations will set up lead scoring, or refining it and taking in the best places on the adventure to highlight content through prescient investigation.

4. Mobile Marketing:

Portable was in the main 3 three years prior, yet as more organizations have received versatile responsive website composition and email formats they have seen less need to concentrate on it, or possibly there are less open doors for development.

Nonetheless, examine demonstrates that retail transformation rates are fundamentally lower on cell phone, so there is work to be accomplished for some organizations to streamline change on versatile, despite the fact that they will probably dependably stay lower than desktop.

Portable likewise largy affects look promoting as Google vivaciously takes after its versatile first mantra. To me, it's a fairly deceptive mantra, since actually many web clients are as yet utilizing desktop, portable workstation and tablet gadgets and there is a peril with versatile responsive plans that change on higher determination screens may fall if portable streamlined. Rather, driving organizations are taking a gander at versatile portable plan approaches which have the advantage of serving more significant, logical substance and CTAs for clients and lessening load times.

'Versatile first' is additionally deceptive on the off chance that we take a gander at the general client travel since frequently extraordinary gadgets might be included at various focuses. So a superior vision for portable methodology is regarding it as a component of a multiplatform or multichannel technique. As this information from comScore highlighted in our versatile showcasing insights examine appears, the multiplatform strips for all nations are much more extensive than clients who are portable just or desktop as it were.

5. Social media marketing including Social CRM and Social Customer Care:

When I meet advertisers at occasions and preparing I find there is still tremendous enthusiasm for web-based social networking, because of its scope and alternatives to connect with groups of onlookers and empower support or 'web-based social networking intensification' to give it the full treatment.

Our online networking research insights outline indicates proceeded with development in web-based social networking use in general, however with diminished prevalence of some informal organizations in a few nations. For instance Twitter and Facebook are in decay or leveling in numerous western markets while Snapchat, Instagram and Pinterest are as yet developing in use.

Slants in online networking advertising are regularly controlled by the endeavors of the informal communities to monetise and this has seen Facebook and Instagram, specifically roll out improvements with the end goal that organizations now need to 'pay to play' to get the achieve needed an effect. They have kept on enhancing in their focusing on and remarketing choices. Jason DeMeyers has these fascinating perspectives via web-based networking media patterns for 2017.

6. Conversion rate optimisation (CRO) / improving website experiences:

This is the technique I selected a year ago as the way Smart Insights would see the most growth from in the year ahead. It's higher in popularity than previous years, but I still wonder whether many businesses are missing out on a more data-driven approach to increase leads and sales from their websites.

I saw this chart of the volume of structured tests presented by a major multichannel retailer who wanted to scale the number of tests they were running. It a great way to show the need to test extensively since only a third have a positive test. It also shows how competitors may be getting ahead if they are testing more extensively.

7. Internet of Things (IoT) marketing applications:

IoT is a standout amongst the most vital advertising innovation utilizations of the last 2-3 years, yet it is of most significance to gadgets producers and retailers, so it is moderately high-up in this positioning of needs.

There are relied upon to be 75 billion associated gadgets by 2020, which means there will be ten circumstances the same number of gadgets ready to converse with each other as there will be individuals on the planet! The suggestions are immense and far extending. Such an excess of sharing of information will change the way we experience our lives.

Our article covering openings and cases of advertising utilizations of the Internet of Things has this valuable outline of option applications:

8. Search Engine Optimisation (SEO or organic search):

Mobile marketing SEO techniques will be particularly important in 2017 with Google's recent announcements about the mobile index and AMP. We have seen huge increases in AMP smartphone traffic since September 2016 when Google rolled AMPs out beyond Google News. AMPs are targeted at publishers, but should be considered by businesses with an active blog too in my opinion.

9. Paid search marketing:

Google AdWords is the most important form of Pay Per Click and here Google has been pursuing their 'Mobile-first' strategy by building out these features.

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