In recent years, China's digital marketing market scale has maintained rapid growth, and it is estimated that the market scale will reach 286.2 billion yuan in 2017. Facing the rapidly developing Internet economy and the increasingly saturated mobile marketing market, digital marketing is full of opportunities and challenges.

Following the analysis of mobile application trends, Focussend takes email marketing, social marketing, and video marketing as its entry point to provide in-depth analysis of 2017 digital marketing trends from multiple perspectives.

① New technology drives the transformation of email marketing, one-to-one conversational interaction

Research shows that nearly 53% of marketers view email marketing as one of the most effective digital marketing channels. Under the change of emerging technology, user behavior continues to change, and email marketing presents a new situation. Email content will be significantly reduced, and in addition to the word length limit, the content will be more relevant to the context and personal relevance of the higher requirements.

Competitive subject lines, diverse email content and eye-catching CTA buttons are all essential. In addition, with the addition of new elements such as video and chatbot, the traditional one-way mail output becomes one-to-one two-way conversational interaction, maximizing user experience.

② Social marketing "gimmicks" take the lead, emotional resonance cluster similar users

Statistics show that nearly 46% of marketers view social marketing as one of the most effective ways to increase customer loyalty, and a 5% increase in loyalty results in a 25% to 95% increase in profits. Mobile is gaining momentum, and mobile versions of social networks have become the main battleground for digital marketing. However, with the increasingly prominent personalized needs of users, the user group of social networks has become relatively dispersed, which has caused certain obstacles to brand output and resource allocation.

Consumption upgrading, blindly welfare subsidies have been unable to play an electric communication effect, "stunt" marketing and emotional marketing to provoke the backbone of social networks. "Gimmick" under the viral topic spread and emotional resonance under the big event marketing has become a new era of marketing tools.

For example, during the Spring Festival, the "Five Blessings" activity was popular in China, and the "escape from Beijing, Shanghai and Guangzhou" event marketing had been a top hit on wechat and Weibo before the year.

(3) Video marketing "hit", personalized communication under immersive experience

Video marketing has been playing an extremely important role in the whole sales closed loop. Figures show that the average person spends six hours a week watching videos on social networks. Eighty-five percent interact with brands on social networks, and nearly 45 percent of them view brand-related videos.

Video marketing is gradually shifting from passive to active roles, maximizing user engagement while focusing their attention. The 360-degree video presentation and the storytelling technique bring more immersive experience. In addition, personalized video content will gradually replace the one-size-fits-all mass communication, satisfying the personalized experience and deepening the brand loyalty of users.

One school, for example, saw a nearly 30% increase in click-through rates by triggering personalized video email content tailored to students' preferences.

The above are Focussend's summary of the three digital marketing trends in 2017. Whether content output, or channel integration, businesses should pay close attention to the trend of industry dynamics and user behavior habits, do not fight uncertain battles, truly achieve "targeted".