The Top Five Trends in Marketing for 2017
It’s no secret that everyone wants to be successful at marketing their products. Sometimes, though, we can get stuck in our comfort zone and lose out on new opportunities.
In 2017, we’re experiencing quite a few breakthrough trends in how we market: Apple changed the game on AdWords (and then Google flipped it back), Snapchat became a viable ad tool, and converting your buyers into sellers is bigger than ever (hello, brand advocacy).
Here, we’ve summed our top five new home marketing techniques – and how you can incorporate them into your own marketing strategy.
#1. Google’s New Cookie
In September, Google released their response to Apple’s intelligent tracking prevention (ITP) program: a new cookie.
Before, Google Analytics would host their cookie on a separate domain from the advertiser, technically making it a third-party cookie. With ITP, third-party cookies cannot track data after 24 hours have passed. Google’s new cookie is hosted on the advertiser’s domain, making it a first-party cookie. Now, Google Analytics can continue tracking data like they have before with no noticeable change.
What does this mean for marketers? Well, if you have AdWords now is the time to make sure your AdWords and Analytics accounts are linked up. If they are, congrats! Nothing changes. If they aren’t, you’ll only have actual data from a 24-hour span – the rest is just an educated guess.
#2. Influencer Marketing
In a nutshell, influencer marketing means turning your buyers into sellers. You want your customers, or peers in your field, to love your homes so much that they can’t stop talking about them.
Getting someone else to talk about what you sell is key. Customers are more likely to trust recommendations from a third-party than from your website. Think interior design blogs promoting the layout in one of your furnished models, or a new homeowner posting photos of her gorgeous new house all over Facebook.
Convert your audience into brand ambassadors, and they do the talking for you.
#3. Social Listening
It’s not enough to track how people interact with your ads – if you aren’t a part of the conversation, you might as well not exist at all.
Enter social listening. Products like Brandwatch Analytics let you access conversations your customers (and potential customers) are having across social media platforms. Use their data to find out how people are talking about the new home market, and even identify potential influencers to help build your brand (hey look! It’s influencer marketing).
Tools like this give you a leg up on the competition, alerting you to trends as well as potential markets. If you’re using social media (and you should be), consider incorporating a product that can really take it to the next level.
#4. Focus on Photos
We all know the saying: a picture is worth a thousand words. Pictures become even more important when shared on social media, particularly on platforms like Twitter or Instagram. However, resizing all those photos can be rough – especially if you want to use the same photo across multiple platforms, and each one has different size requirements.
The Landscape tool by Sprout Social is your saving grace. Completely free, this tool allows you to upload whatever image you want – and then it sizes it down perfectly for your chosen social platforms. The website even gives you advice if the photo you’ve uploaded is a bit too small, or isn’t quite the right shape!
We’ve mentioned this on our blog before, but this marketing trend is too cool to leave off this list. Hitting that coveted 25 and older target demographic, Snapchat advertising puts your product in the hands of your potential buyers.
Here’s a brief summary of some cool things Snapchat offers marketers:
- Targeted geofilters let you assign personalized filters to specific areas – think community grand openings or realtor events.
- Snapchat stories give your sales representatives the opportunity to tell a story. Post updates walking buyers through a new model home, touring community amenities, or just following day-to-day culture at the office.
- Snap Ads are full-screen, 100% viewable, and play audio by default according to Snapchat. Think similar to a classic video ad, but on your phone.
Read our full Snapchat article by clicking here.
And that’s a wrap for now! We’re excited to see what new trends the rest of 2017 brings – and what’s to come in 2018.