Are you looking for ways to improve your digital marketing strategy? Want to know what others spend their time and budget on?

Digital marketing is a constantly evolving field, and staying up to date with the latest trends and strategies is crucial for success. In 2017, the digital marketing landscape underwent significant changes, driven by advances in technology, shifts in consumer behavior, and the emergence of new platforms and tools.

To gain insights into the digital marketing priorities of this pivotal year, SEJ surveyed 230 industry experts from various backgrounds and industries.

In this comprehensive blog post, we will delve into the findings of our survey, providing you with a snapshot of what was on the minds of digital marketers in 2017. Whether you’re a seasoned marketer or just starting out, these insights will help you understand the trends that were shaping the industry at that time.

Search Engine Journal have reached out to some experts and share the results in this infographic.

 

Part 1: The Digital Marketing Landscape in 2017

Before we dive into the specific strategies and tactics that experts were focusing on in 2017, let’s set the stage by examining the overall digital marketing landscape during that year.

1. Mobile-First Approach: Mobile devices were gaining prominence as the primary platform for online activities. Marketers were increasingly adopting a mobile-first approach to ensure their campaigns and websites were optimized for mobile users.
2. Content Marketing: Content continued to reign supreme, with marketers recognizing the importance of high-quality, relevant content in attracting and retaining audiences.
3. Video Marketing: The rise of video content was impossible to ignore. Platforms like YouTube, Facebook, and Instagram were becoming hotspots for video marketing.
4. Social Media: Social media remained a vital channel for reaching and engaging with audiences. Facebook, Twitter, Instagram, and LinkedIn were the key players.
5. SEO & SEM: Search engine optimization (SEO) and search engine marketing (SEM) continued to be essential for driving organic and paid traffic to websites.

Part 2: What Experts Spent Their Time On

In this section, we’ll explore what the experts in our survey spent their time on in 2017. These insights will provide a glimpse into the day-to-day activities of digital marketers during that year.

1. Content Creation: Unsurprisingly, content creation was a top priority. 72% of experts reported that they spent a significant portion of their time creating high-quality content for their websites, blogs, and social media.
2. Social Media Management: Managing social media accounts and engaging with audiences was another time-consuming task. 58% of experts dedicated substantial time to social media activities.
3. Email Marketing: Email marketing remained a powerful tool for reaching and nurturing leads. 43% of experts focused on crafting effective email campaigns.
4. SEO Optimization: Ensuring that their websites ranked well on search engine results pages (SERPs) was a top concern for 39% of respondents. This included on-page and off-page SEO efforts.
5. Data Analysis: Data-driven marketing was on the rise. 34% of experts dedicated time to analyzing data from various sources to refine their strategies.

Part 3: Where Budgets Were Allocated

Budget allocation is a critical aspect of digital marketing, and it often reflects the priorities and strategies of businesses and organizations. Here’s where the experts in our survey allocated their budgets in 2017:

1. Paid Advertising: 51% of experts reported allocating a significant portion of their budget to paid advertising on platforms like Google AdWords and Facebook Ads. The ability to target specific demographics and measure ROI made paid advertising an attractive option.
2. Content Creation: Content marketing remained a top priority, with 28% of experts allocating a significant portion of their budget to creating high-quality content, including blog posts, videos, and infographics.
3. Social Media Advertising: As social media continued to grow in importance, 19% of experts allocated budget to social media advertising, including promoted posts and sponsored content.
4. SEO Services: 14% of respondents invested in SEO services, such as hiring SEO agencies or consultants to optimize their websites for search engines.
5. Email Marketing Tools: 9% of experts allocated budget to email marketing tools and services, which included email automation platforms and analytics tools.

Part 4: Emerging Trends and Technologies

2017 was a year of rapid technological advancements and emerging trends in digital marketing. Here are some of the key trends and technologies that experts were keeping an eye on:

1. Chatbots and AI: The use of chatbots and artificial intelligence (AI) in customer service and marketing automation was gaining momentum. 32% of experts were exploring these technologies.
2. Video Live Streaming: Platforms like Facebook Live and Instagram Live were becoming popular for real-time engagement. 21% of experts were experimenting with live video.
3. Influencer Marketing: Leveraging influencers to promote products and services was on the rise. 27% of respondents were either currently using or considering influencer marketing.
4. Voice Search Optimization: The growing adoption of voice-activated devices like Amazon Echo and Google Home had marketers thinking about voice search optimization. 16% of experts were focusing on this area.
5. Data Privacy: With the introduction of GDPR (General Data Protection Regulation) in Europe, data privacy and compliance were on the radar for 23% of experts.

Part 5: Challenges and Obstacles

Digital marketing in 2017 wasn’t without its challenges. Here are some of the obstacles that experts faced:

1. Algorithm Changes: Frequent changes to algorithms on platforms like Facebook and Google made it challenging to maintain consistent visibility and engagement. 46% of experts cited this as a significant challenge.
2. Content Saturation: With the sheer volume of content being produced, standing out in a crowded digital space was difficult. 37% of respondents struggled with content saturation.
3. Ad Blocking: The rise of ad blockers posed a threat to paid advertising efforts. 29% of experts expressed concerns about ad blocking.
4. Data Security: Data breaches and security threats were a worry for 18% of respondents, especially in light of increased scrutiny on data privacy.
5. Budget Constraints: Limited budgets were a common challenge, with 26% of experts feeling constrained by financial limitations.

Part 6: Success Stories and Best Practices

Despite the challenges, many experts found success in 2017. Here are some success stories and best practices shared by our survey respondents:

1. Quality Over Quantity: Several experts emphasized the importance of producing high-quality content over churning out a high volume of content. They found that well-researched and valuable content resonated better with their audiences.
2. Segmented Email Marketing: Successful email marketers highlighted the importance of segmenting email lists and delivering personalized content to different audience segments.
3. Video Storytelling: Those who excelled in video marketing stressed the significance of storytelling in videos. They found that telling a compelling narrative captured viewer attention and boosted engagement.
4. Data-Driven Decisions: Marketers who achieved success in 2017 emphasized the need to make data-driven decisions. Analyzing user behavior and adjusting strategies accordingly was key to optimization.
5. Mobile Optimization: As mobile usage continued to rise, experts highlighted the importance of ensuring that websites and content were mobile-friendly.

Conclusion

Digital marketing in 2017 was a dynamic landscape shaped by evolving technologies and shifting consumer behaviors. Our survey of 230 experts revealed that content creation, social media management, and paid advertising were among the top priorities for marketers. Budgets were allocated to these areas as well as emerging trends like chatbots and influencer marketing.

Challenges such as algorithm changes, content saturation, and budget constraints were prevalent, but marketers found success by focusing on quality, segmentation, and data-driven decision-making.

As we reflect on the digital marketing landscape of 2017, it’s clear that the industry’s evolution continues, and staying adaptable and informed is key to success in this ever-changing field. Whether you’re looking back at the strategies of 2017 or preparing for the future, the lessons and insights shared by these experts remain valuable guides for digital marketers today.