How to Implement Upcoming Trends into Your Digital Marketing Plan for 2017: Part One

Topics: Web Marketing

We discussed digital marketing trends to watch for in 2017 in a previous post. Now we want to take a deeper dive into how you can best utilize those trends to your advantage, and what tools you might consider using.

1. Live Platforms

If you’re new to live streaming, the task may seem overwhelming. It’s actually easier than you may think. Whether you’re using Facebook, YouTube, or Periscope, here are a few good rules of thumb to keep in mind as you go live.

•Give audiences advance notice that you will be going live, allowing them to prepare for the event, in addition to building anticipation.

•Deliver a well-crafted description of your event ahead of time so audiences are captivated by what it’s about, and make sure you have a good connection before beginning.

•Respond to commenters, addressing them by name, and try out different lengths of time that you’re live (the longer the stream, the more people that can be reached).

We also took some time to lay out the nitty-gritty, so you know exactly how to navigate these platforms in preparation for your live event.


  1. Select “Update Status.”
  2. Select the Live Video icon.
  3. Write a description.
  4. Choose the audience.
  5. Go live.

More helpful tips can be found at


  1. Using Livestream Studio, go to the “Stream” tab, select “Change Provider,” choose “YouTube” from the dropdown menu, and click “Select.”
  2. Log in using your YouTube credentials and, in a separate browser, go to your YouTube account, click on your profile image, and click on your Creator Studio.
  3. Select “Livestream Streaming,” choose “Events,” and follow the steps to create one.
  4. In your main camera, select the highest quality and bitrate you want to use under “Basic Ingestion,” click “Save Changes,” and then in Livestream Studio, choose your event, selecting the same quality you chose in the YouTube Live configuration.
  5. Press “Go Live” to begin sending the signal to YouTube, then in YouTube, navigate to the Live Control Room and wait until YouTube indicates that your stream is ready to be previewed.
  6. Click the “Preview” button to load the stream preview, then select “Start Streaming” to broadcast your stream to your YouTube event.

More helpful tips can be found by reviewing YouTube’s Live Streaming Guide here.


  1. Select the red camera icon (the record button).
  2. Create a title, choose whether your broadcast will be public or private, and select any other settings, such as location, commenting, and whether the broadcast details will be posted on Twitter.
  3. Select “Start Broadcast” and begin when you’re ready to go. (Note that streams are only stored on the servers for 24 hours before being deleted.)

More helpful tips can be found by reviewing Periscope’s information on how to broadcast.

2. Virtual and Augmented Reality

Virtual and augmented reality might seem like something out of a science fiction film, but the technology is already being utilized (and well received) by the masses. Here are some ways that you can incorporate VR and AR technology into your 2017 digital marketing plan.

360-degree videos: There are special cameras used for making 360-degree videos that you can use, such as the Samsung Gear 360, Kodak sp360, and Ricoh Theta S. After shooting, the video needs to be edited (with Final Cut Pro X, for example) and then it’s ready to be shared with your audiences to view on their computers, phones, or VR headsets.

Branding headsets: These virtual reality platforms, in conjunction with your smartphone, are a low-cost way to encourage interest and engagement. Currently, Google Cardboard is an affordable and popular option should you be interested in making “cardboard viewing” an option for your customers.

VR games and apps: Though likely a more expensive alternative to creating 360-degree videos or ordering branded cardboard headsets, VR games and apps have the potential to greatly support brand and customer engagement. Prices depend on requirements, but can have big dividends. A simple internet search for “VR app development services” or “VR games development services” will provide you with a list of companies that can help you out.

3. The Internet of Things (IoT)

The IoT is revolutionizing digital marketing as businesses look to big data and predictive analytics to serve as the foundation from which all efforts are derived. If you have not yet incorporated the exploration and incorporation of data-driven marketing into your 2017 plan, now is the time.

Some of this includes analyzing customer buying habits across multiple platforms, accessing the availability of more data regarding the ways consumers interact with devices and products, and seizing the opportunity to interact in real time. Use these deeper insights and data to shape trends and tailor outreach. Doing so will enable you to better provide targeted ads that lead to more customer engagement and ultimately better sales rates. While there are many data mining tools, Google Analytics is probably the most well-known.

4. ChatBots

As customers increasingly demand instant responses, you need to be able to reach them through messaging apps. Already Facebook, Microsoft, and Google have launched their ChatBot platforms and are paving the way for this customer relationship management tool, but your business can easily leverage ChatBots, too. Whether you’re looking to provide updates, deliver tips, or even take orders, using bots on Facebook Messenger is the easiest place to start. Check out this link for the particulars that your development team will need to build your bot, and be aware of a few rules:

•Conversations with bots must be initiated by the user only.

•Bots must give replies within 24 hours.

•Subscription messaging should be done only in special cases.

•Messenger bots must be approved by Facebook.

As digital marketing continues to evolve, our hope is that you will find meaningful ways to incorporate the trends and tools of tomorrow into your digital marketing strategy today. Stayed tuned for How to Implement Upcoming Trends into Your Digital Marketing Plan for 2017: Part Two, and be sure to reach out to Axis41 for help as you prepare your digital marketing plan for 2017.