“10 Tips for Building a Successful Digital Marketing Campaign in 2017” - Article Reflection

I read an article from Forbes Magazine titled, “10 Tips for Building a Successful Digital Marketing Campaign in 2017” by Promise Phelon. I chose to read this article article because we approaching the end of 2016 and I was intrigued to see the predictions for success in 2017. The world of digital marketing is constantly changing, it is important to stay up to date.The author, Phelon, is the CEO of TapInfluence which is a technology company that specializes in influencer marketing. She provides a unique perspective on the coming year. I liked that she kept it short and sweet with these 10 interesting tips.

The first tip was that “Authenticity will be questioned.” I think that this tip makes sense, the web has overwhelming content and people are learning to seek credible and authentic sources. Phelon talks about how this will impact influencers and celebrity endorsements. The second tip was that “Agencies that build practices around influencer marketing will win.” Phelon is predicting that influencer marketing will be key to marketing success in 2017. Although, she does not provide much insight on why or how. The third tip is that “Marketing Technology Will Become Accessible and Further Differentiate Challenger Brands.” This suggests that smaller companies are finding cost effective ways to digitally market and gain a higher ROI in the coming year. The fourth tip is that “Scalable Influencer Marketing Will Integrate into the Martech Stack.” With this tip it is important that marketers are able to see the whole picture. The fifth tip is that “Influencer Marketing Will Penetrate B2B” and with that recognizing that humans are human and the power of influencer marketing will come into play. The sixth tip that “Brands Will Connect the Dots Between Offline and Online.” Influencers will be useful in connecting offline and online relationships. The seventh tip is “Real Time Social Channels Will Require Brands to Give up Creative Control” because of the growing selectiveness of influencers. The eight tip is that “Audience Will Become More Important Than Influencer” which means that companies and marketers will have to look into the influencer’s audience. The ninth is that “People Will Call a Timeout on Traditional Social Engagement Metrics.” Companies will focus on their ROI and measuring success. Lastly, the tenth tip was that “Micro-Influencers Will Stake Their Claim” which states that engaged audiences and authentic conversations are essential.

This was interesting article to read. It provided an influencer perspective. However, I feel like the article should be titled 10 Tips for Influencer Marketing in 2017 instead because I feel like there is a much broader range of trends and topics that will be apparent in 2017 for digital marketing. I think the end message of letting the product tell the story is a good piece of advice. Don’t force a story or angle, people are more connected to real, natural relationships.

http://www.forbes.com/sites/promisephelon/2016/12/01/10-tips-for-building-a-successful-digital-marketing-campaign-in-2017/#1c68f7ea2ab6