Link Building
25 April 2017

4 trends shaping the digital marketing world in the next few months

The general election

With an election now just around the corner, in terms of digital marketing, this is going to mean a rethink of key campaign timings, tone of voice around different issues and an increased sensitivity to what’s going on in your social sphere. It’s certainly time to get your social media calendar up to date!

It also means familiarising yourself with some jargon again – Purdah (which kicks off again on the 4th of May) means most officials will be keeping quiet about lots of issues, so time to check your influencer list if you were thinking of picking up with any government types.

Mobile Live video for small brands

Did you notice that YouTube jumped up to the top of the App Store? It’s been a while since it’s been there, and it’s all thanks to an easing on the restrictions around live streaming from mobiles. Previously you had to have 10,000 subscribers to be able to but this has now plummeted to just 1,000. For smaller brands, this means that sharing content on the go is now a very real possibility.

Could you use it to give backstage views into your events? Integrate it into your crisis communications plans? Or share quick reactions to breaking news? There’s lots of options.

Ethics in paid media

Internet ad spend is predicted to surpass TV spend for the first time this year.

We’ve already seen the ethical implications of this start to kick off in both print media and advertising online, but this issue isn’t going away. The US consumer regulator sent warning shots to Instagram celebrities recently about not disclosing that their posts are sponsored.

With the issue of fake news and corporate responsibility likely to come up again around the general election, expect the issue of paid social media ads to be drawn into the discussion.

Planning comes into its own

Last year 72% of respondents to an Econsultancy survey said they were ready to spend more on digital marketing in 2016 and a more rigorous demand for results from non-communications teams across businesses. Thankfully, this has coincided with a maturing of the digital marketing space, particularly in social media and SEO, we no just longer shout our messages out on Twitter, but instead have targeted campaigns identifying and working with influencers, feeding back insight from social into product development.


Digital marketing is opening up the world of planning for the PR industry. The myriad of tools and data means that we can go beyond identifying what our audience says, but look into their behaviour and motives, guided by intellectual rigour and both qualitative and quantitative means.

Do you know who your audience really is on Twitter, are you talking to the right people? Do you know why your posts always do better on Tuesdays? How can this help your sales and bottom line? Planning can answer all these questions.