With the New Year now in full swing, Brett Jacobson Managing Director from Digital Marketing Agency Mediaworks shares his predictions for what digital will hold in 2017.
The digital domain is constantly changing – in 2016 alone, we saw everything from algorithm updates to index changes and shifts in how we interact digitally. 2017 is poised to be no different – here’s what you can expect from the year ahead:
The continued growth of mobile
Mobile has witnessed outstanding growth over the past few years. In October 2016, we witnessed a mobile milestone, as web browsing on smartphones and tablets overtook desktop for the first time (51.3% vs. 48.7%). Clearly indicating a shift in how we access the web, mobile is firmly on Google’s radar too.
Last October, they announced a mobile-first index, illustrating Google’s plans for increasingly mobile-centric search. This focus is something we can expect to see grow over the next 12 months. If you haven’t already implemented a mobile-friendly site, now is the time to do so.
RankBrain
RankBrain is Google’s machine-learning, artificial intelligence (AI) system. Part of the Hummingbird algorithm, it’s used to help process searches and display the most relevant results for queries. Essentially, by understanding user intent and how users search, RankBrain is able to group and refine search results to improve the overall search experience.
In 2016, it was announced that RankBrain now processes every single Google search; just nine months previous, it was processing 15% of searches. It’s the third most important Google ranking factor, behind content and links. If this year’s surge in usage is anything to go by, it’s set to continue next year.
Voice search
Tying in with the launch of voice-enabled devices like Amazon Echo and Google Home, voice search has witnessed significant growth in 2016. Between 2015 and 2016, the number of searches on virtual assistants like GoogleNow, Siri and Cortana grew from a statistical zero to 10% or 50 billion searches globally in just 12 months. In addition, Google confirmed that 20% of all searches have voice intent.
By 2020, it’s predicted that 50% of all searches will be by voice; in 2017, we anticipate its continued growth. While it’s not expected that this search type will overtake screen searches, digital strategies will have to change to reflect the shift in how users find information and how to monetise this channel.
The customer experience
Businesses are focusing heavily on the overall customer experience (CX). By developing a user-centric digital approach they can drive efficiencies and meet customer expectations. Tying in with the above specifically mobile and voice search an omni-channel customer experience should be at the heart of your digital strategy for 2017 onwards.
Staying ahead of digital trends in 2017 is key to ensuring your brand’s success. Get in touch with Mediaworks to find out how to dominate digital this year.
