{"id":8925,"date":"2018-10-01T11:09:26","date_gmt":"2018-10-01T09:09:26","guid":{"rendered":"http:\/\/staging1787817111.mickyweis.commarketing-trends-i-2017-hvad-siger-de-ansvarlige\/"},"modified":"2025-08-07T20:30:47","modified_gmt":"2025-08-07T18:30:47","slug":"marketing-trends-2017","status":"publish","type":"post","link":"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/","title":{"rendered":"Trends in marketing \u2013 what every business owner should know in 2017"},"content":{"rendered":"<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\">\n<p><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/0918_smal.jpg\" alt=\"Micky Weis\" width=\"731\" height=\"938\" \/><\/p>\n<p>My name is Micky Weis, and I\u2019ve been working with SEO, Facebook, and content marketing for the past 17 years. My work with platforms like Tattoodo has been featured in publications such as TechCrunch, Uncrate, and B\u00f8rsen. I\u2019ve also worked closely with a wide range of startups and mid-sized companies as a digital consultant, including Thornico A\/S, the jewelry company Hvisk, and the YouTube success SlikhaarTV, among others.<\/p>\n<p>Today, I serve as the CMO at Firtal Web A\/S, where I act as digital manager for eight webshops with a combined annual turnover of over 60 million DKK. In my spare time, I advise over 5,000 monthly readers on this blog.<\/p>\n<p>This time, I\u2019ve gathered a group of online heroes, each specializing in different areas of online marketing.<\/p>\n<p>I asked them what they would recommend others focus on in 2017. So, instead of hearing from me, today you\u2019ll hear from some of the people I consider great colleagues and sources of inspiration.<\/p>\n<p>Let\u2019s dive in.<\/p>\n<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"hr-divider\"><\/div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Development_or_decline\" >Development or decline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Search_intent_types_and_Schema\" >Search intent types and Schema<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Example\" >Example:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Facebook_e-mail_marketing_as_a_powerful_duo\" >Facebook &amp; e-mail marketing as a powerful duo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#The_forest_is_full_of_trees_stay_focused\" >The forest is full of trees, stay focused!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Knowledge_sharing_surround_yourself_with_the_right_skills\" >Knowledge sharing: surround yourself with the right skills<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#DATA_is_more_crucial_than_ever\" >DATA is more crucial than ever<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Beware_of_ideas_not_grounded_in_data\" >Beware of ideas not grounded in data<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Facebooks_untapped_potential\" >Facebook\u2019s untapped potential<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Do_what_you_can_with_what_you_have\" >Do what you can with what you have<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Learn_to_listen_to_your_customer\" >Learn to listen to your customer<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Think_simple\" >Think simple<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#How_your_channels_complement_each_other\" >How your channels complement each other<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Facebook_tracking_can_work_wonders\" >Facebook tracking can work wonders<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Track_your_campaigns\" >Track your campaigns<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Google_Ads_and_demographics_hold_promise\" >Google Ads and demographics hold promise<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Demographics_will_matter_more\" >Demographics will matter more<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Invest_in_your_most_loyal_customers\" >Invest in your most loyal customers<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Retain_and_nurture_your_best_customers\" >Retain and nurture your best customers<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/staging1787817111.mickyweis.com\/en\/marketing-trends-2017\/#Use_newsletters_personal_communication_and_special_offers\" >Use newsletters, personal communication, and special offers<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Development_or_decline\"><\/span>Development or decline<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Always strive to develop yourself and your business. Never assume things will keep going as they always have \u2013 they won\u2019t. Many companies make that mistake and end up with agencies (e.g., for <a href=\"http:\/\/staging1787817111.mickyweis.comen\/seo-work\/\">SEO<\/a> or <a href=\"http:\/\/staging1787817111.mickyweis.comen\/facebook-ads\/\">Facebook marketing<\/a>) that lag behind because they can\u2019t adapt to the latest industry changes.<\/p>\n<p><strong>Examples:<\/strong><\/p>\n<ul>\n<li>Facebook now has stricter content validation requirements for ads. Clickbait used to be much easier. Marketers who once excelled at Facebook ads found themselves outdated when those strategies stopped working.<\/li>\n<li>Google\u2019s algorithm updates can render certain SEO tactics ineffective or cause your rankings to drop if your site isn\u2019t mobile-friendly \u2013 despite Google&#8217;s repeated signals that mobile optimization was becoming essential.<\/li>\n<\/ul>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/runejensen.jpg\" alt=\"Rune Jensen\" width=\"500\" height=\"500\" \/>Rune Jensen<br \/>\nFounder Snoost.com<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"hr-divider\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Search_intent_types_and_Schema\"><\/span>Search intent types and Schema<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google works with four search intent types: Do (transactional), Know (informational), Go (navigational), and Know Simple. While the first three have been used for a long time, Google has recently started leveraging Know Simple.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Example\"><\/span><strong>Example:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you search &#8220;what is magnesium,&#8221; our blog post on Helsebixen appears as a featured result because it directly answers the question. A search for just &#8220;magnesium&#8221; yields multiple types of results \u2013 because Google is unsure of the searcher&#8217;s intent.<\/p>\n<p>That\u2019s why Schema markup will become increasingly important. You can tag your pages as articles and more, helping Google better understand your content and improving your chances of ranking for multiple results on the same query.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/filipevaldsen.jpg\" alt=\"Filip Evaldsen\" width=\"344\" height=\"344\" \/>Filip Evaldsen<br \/>\nE-commerce Manager, Helsebixen.dk<br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/filipevaldsen\/\" target=\"_blank\" rel=\"noopener\">Website<\/a><\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"hr-divider\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_e-mail_marketing_as_a_powerful_duo\"><\/span>Facebook &amp; e-mail marketing as a powerful duo<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In 2016, I became very aware of how potent Facebook and <a href=\"http:\/\/staging1787817111.mickyweis.comen\/e-mail-marketing-guide\/\">email marketing<\/a> can be together.<\/p>\n<p>SEO and AdWords are no longer blue oceans. AdWords profits are tight, and the cost of SEO keeps rising. In comparison, Facebook still offers untapped potential, especially with tools like <a href=\"http:\/\/staging1787817111.mickyweis.comen\/retargeting\/\">retargeting<\/a>, <a href=\"http:\/\/staging1787817111.mickyweis.comen\/facebook-lead-generation-ads\/\">Lead Ads<\/a>, and lookalike audiences.<\/p>\n<p><strong>Money is in the list<\/strong><\/p>\n<p>We emphasize building assets for clients, especially email lists. Facebook is a great tool to grow your email list and then convert users based on their behavior after receiving your emails. Trigger-based and automated marketing offers exciting possibilities.<\/p>\n<p>Marketing attribution is also maturing, and I\u2019m eager to see its development.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/halfdantimm.jpg\" alt=\"Halfdan Timm\" width=\"450\" height=\"450\" \/>Halfdann Timm<br \/>\nPartner, Obsidian Digital<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_forest_is_full_of_trees_stay_focused\"><\/span>The forest is full of trees, stay focused!<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>My best marketing advice for 2017: focus. It&#8217;s easy to get lost in the jungle of advice, guides, and tips about Facebook, <a href=\"http:\/\/staging1787817111.mickyweis.comen\/is-snapchat-relevant\/\">Snapchat<\/a>, Instagram, native advertising, <a href=\"http:\/\/staging1787817111.mickyweis.comen\/content-marketing-strategy\/\">content marketing<\/a>, <a href=\"http:\/\/staging1787817111.mickyweis.comen\/influencer-marketing-guide\/\">influencer marketing<\/a>, and more.<\/p>\n<p>The risk is taking on more than you can handle, doing everything half-heartedly, or worse, losing sight of what truly matters for your business.<\/p>\n<p><strong>Example:<\/strong><\/p>\n<p>I often see webshops focus on gaining social media followers while neglecting more crucial areas like AdWords, SEO, conversion optimization, and customer service.<\/p>\n<p>I\u2019d rather outrank competitors on Google than have more social media followers \u2013 it delivers far better business results.<\/p>\n<p>At Sinful, where I work as Head of Marketing, our strategy is to focus on the essentials and execute relentlessly. It\u2019s not glamorous, but it works \u2013 both short and long term.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/henrikernst.jpg\" alt=\"Henrik Ernst\" width=\"400\" height=\"400\" \/>Henrik Ernst Hansen<br \/>\nHead of Marketing, Sinful<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Knowledge_sharing_surround_yourself_with_the_right_skills\"><\/span>Knowledge sharing: surround yourself with the right skills<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Diversify your efforts across as many platforms and techniques as possible.<\/p>\n<p>In SEO, you can\u2019t rely solely on blackhat or whitehat strategies \u2013 you need a mix. Don\u2019t limit yourself to a comfortable circle of marketers who always agree with you. Seek out experts with different approaches, even if you don\u2019t personally like them.<\/p>\n<p><strong>Learn from the pros<\/strong><\/p>\n<p>In the US, fierce competition has produced many highly skilled individuals. Not just the big names \u2013 there\u2019s plenty to learn from lesser-known professionals.<\/p>\n<p>Keep an eye on LinkedIn\u2019s changes in early 2017 for PPC. It\u2019ll be big for B2B.<\/p>\n<p>Always use your data. Don\u2019t be overwhelmed by it, and don\u2019t try to know everything. Personalization is still the most powerful tool, and more data means better personalization.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/jimihove.jpg\" alt=\"Jimmi Hove\" width=\"450\" height=\"450\" \/>Jimmi Hove<br \/>\nJimi Hove IvS<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"DATA_is_more_crucial_than_ever\"><\/span>DATA is more crucial than ever<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Collect as much data as you can \u2013 it&#8217;s the foundation of informed decision-making.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Beware_of_ideas_not_grounded_in_data\"><\/span><strong>Beware of ideas not grounded in data<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Data enables better decisions and helps grow your business. We all have ideas we think are brilliant, but your audience may not agree. Use data to learn what works and what doesn\u2019t.<\/p>\n<p>We use data every day \u2013 for product launches, campaigns, newsletters \u2013 everything. Yet many businesses ignore data analysis and instead follow intuition.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Facebooks_untapped_potential\"><\/span><strong>Facebook\u2019s untapped potential<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Many companies use Facebook advertising without considering the data. Target your ads precisely. Use your email list and website traffic to reach an audience with strong connections to your brand, improving conversion rates.<\/p>\n<p>We&#8217;re only scratching the surface of Facebook&#8217;s potential \u2013 provided you implement data-based strategies.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/kristofferdegn.jpg\" alt=\"Kristoffer Degn\" width=\"400\" height=\"400\" \/>Kristoffer Degn<br \/>\nE-commerce manager, Made4men.dk<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Do_what_you_can_with_what_you_have\"><\/span>Do what you can with what you have<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Put yourself in the customer\u2019s shoes and use common sense. Our digital presence doesn\u2019t need to be as complicated as we make it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Learn_to_listen_to_your_customer\"><\/span><strong>Learn to listen to your customer<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Would you listen to your own brand\u2019s message at the time it\u2019s delivered? We\u2019ve gotten better at using data to determine when, where, and how to create content \u2013 and that trend will continue.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Think_simple\"><\/span><strong>Think simple<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>You already have useful data: email lists, Facebook insights, website analytics, the weather, TV schedules. For instance, posting five minutes before a major TV show starts may be ideal because people are on their phones waiting.<\/p>\n<p>So think simply, use the data you already have, and put yourself in your customer\u2019s mindset.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/mathiasgrene.jpg\" alt=\"Mathias Grene\" width=\"400\" height=\"400\" \/>Mathias Grene<br \/>\nMarketing Strategy Manager &#8211; Viktech<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"How_your_channels_complement_each_other\"><\/span>How your channels complement each other<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As in 2016, I\u2019ll focus on aligning different marketing channels. View your marketing strategy from a bird\u2019s-eye perspective and understand how the channels support each other.<\/p>\n<p>If you bring in traffic from Google, set up retargeting campaigns based on what users viewed on your site. Be aware of your sales funnel and create micro-conversions that eventually lead to purchases.<\/p>\n<p>Get people to sign up for your newsletter, have a strong automation flow ready, and capture quality leads.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/kristifanscharling.jpg\" alt=\"Kristian Scharling\" width=\"398\" height=\"398\" \/>Kristian Scharling<br \/>\nOwner of Somera<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Facebook_tracking_can_work_wonders\"><\/span>Facebook tracking can work wonders<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Facebook is pay-to-play. You have to spend money to reach your audience \u2013 but do it right, and it pays off.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Track_your_campaigns\"><\/span><strong>Track your campaigns<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Use campaign tracking in everything you do on Facebook. Distinguish between \u201cpaid social\u201d and \u201csocial\u201d in the UTM campaign medium field.<\/p>\n<p>With goals set up in Google Analytics, you can see whether your Facebook spend converts. While direct sales from Facebook posts are hard to achieve, thinking in funnels \u2013 like newsletter signups and remarketing lists \u2013 can lead to long-term success.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/ibpotter.jpg\" alt=\"Ib Potter\" width=\"200\" height=\"200\" \/>Ib Potter<br \/>\nOnline marketingCo3 webbureau<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"hr-divider\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Google_Ads_and_demographics_hold_promise\"><\/span>Google Ads and demographics hold promise<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>2016 was exciting for Google Ads: sidebar ads were removed, a new text ad format launched, mobile overtook desktop, tablet bidding returned, and shopping ads grew \u2013 plus demographics for search became available.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Demographics_will_matter_more\"><\/span><strong>Demographics will matter more<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Being able to adjust bids based on age and gender adds a powerful layer of targeting. You can exclude irrelevant groups or tailor messages more effectively.<\/p>\n<p>For example, a store selling only to women can craft distinct messaging for younger versus older women. Or a men\u2019s store can address male customers while presenting another message to female shoppers buying for someone else.<\/p>\n<p>Targeting is becoming sharper and more flexible \u2013 it&#8217;s just a matter of leveraging these segmentation tools wisely.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/balleby.jpg\" alt=\"Jesper Balleby Hansen\" width=\"305\" height=\"305\" \/>Jesper Balleby Hansen<\/div>\n<div class=\"carousel-info\">Owner of Adwords company Geniads.com<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Invest_in_your_most_loyal_customers\"><\/span>Invest in your most loyal customers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many marketers still aim to be everywhere and produce content for every platform \u2013 often without the necessary resources. The result is fragmented, unfinished content.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Retain_and_nurture_your_best_customers\"><\/span><strong>Retain and nurture your best customers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>After nearly three years in e-commerce, I\u2019ve noticed most advice focuses on acquiring new customers, generating traffic, and getting social media likes. That\u2019s fine, but your most loyal customers \u2013 the ones who actually buy \u2013 are the real foundation of your business.<\/p>\n<p>Identify them, reward them, and give them a reason to keep buying and spreading the word.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"Use_newsletters_personal_communication_and_special_offers\"><\/span><strong>Use newsletters, personal communication, and special offers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Your loyal customers interact with your content, buy your products, and talk about your brand. Focus on these relationships.<\/p>\n<p>I hope 2017 will be the year we shift away from vanity metrics and towards the people who truly add value. Identify your loyal base, develop a strategy, and engage them with personalized marketing.<\/p>\n<div class=\"row\">\n<div class=\"col-md-6 col-md-offset-3\">\n<div class=\"testimonials\">\n<div class=\"active item\">\n<blockquote>\n<div class=\"carousel-info\"><img decoding=\"async\" class=\"pull-left alignnone\" src=\"http:\/\/staging1787817111.mickyweis.comwp-content\/uploads\/2021\/04\/kasper.jpg\" alt=\"Kasper Benjamin S\u00f8rensen\" width=\"208\" height=\"208\" \/>Kasper Benjamin S\u00f8rensen<br \/>\nOwner of KASPERBENJAMIN and SEO responsible at INTERSPORT<\/div>\n<\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>My name is Micky Weis, and I\u2019ve been working with SEO, Facebook, and content marketing for the past 17 years. My work with platforms like Tattoodo\u2026<\/p>\n","protected":false},"author":2,"featured_media":5323,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[108,79,95],"tags":[],"series":[],"class_list":["post-8925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-online-marketing","category-seo-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What&#039;s next in marketing 2017 \u2013 predictions from industry leaders<\/title>\n<meta name=\"description\" content=\"Facebook, Snapchat, Instagram, Google \u2013 the options are many. 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