App-based marketing is taking major strides forward, and those will likely continue into 2017. 2. Personalization. Content marketers and technology developers alike are starting to realize the enormous power of personalization when it comes to content distribution and user adoption. Platforms like Facebook and Google are releasing more audience targeting features than ever, enabling advertisers and content publishers alike more opportunities to connect with their most significant audiences, and content marketers are digging deeper into specific niches to eliminate the competition and speak more relevantly to a smaller number of people. 3. Automation. Marketers are also using automation software in greater numbers, trusting algorithms and machine learning programs to handle the bulk of their responsibilities in areas like content marketing, social media marketing, and online advertising. Programmatic display advertising , which automatically buys and displays ads in different areas, becomes more popular and more powerful every year, and even long-established platforms like Google AdWords and Hootsuite are adding more automated functions to make marketers lives easier . While for the most part, this is a good thing, there are also some drawbacks to marketing automation, including a reduction of the personal feel of your brand and a possible decrease in your creative outputso take advantage of this trend carefully.
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