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Facebook, Google, Twitter, Pinterest, YouTube and Instagram made big changes to their offerings and format in 2016. Did your strategy evolve with those changes, too? 


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By Elle Turner
 
Keeping on top of the latest releases and updates to digital marketing trends and social media is a full-time job, leaving those who follow the industry closely with whiplash. As franchisors wind down their 2016 strategy and decide where to focus in 2017, emphasis should be placed on adapting to the changes in marketing trends, reporting and products. 
 
Let’s recap 10 of the biggest changes in the digital marketing industry this year:
  1. Live video everywhere: Instagram Stories, Facebook Live, Snapchat, Twitter and even Pinterest are using live video.
  2. Google’s search algorithm had seven major updates which shook up organic search and maps results, particularly for brands utilizing multiple domains.
  3. Facebook Canvas ads were unveiled — a full-screen, mobile ad experience on Facebook that loads nearly instantly. Slideshow, lead and video ads were also updated.
  4. Google expanded text ads became available which give brand additional characters and therefore page real estate to share their marketing message.
  5. Online interest-based advertising network for Facebook, called Audience Network, expanded the reach of franchise ads.
  6. Facebook moved from a strict 20 percent limit for text in ads to a classification of OK, Low, Medium, or High — ratings that now impact ad performance.
  7. Facebook expanded its Local Awareness Ad offering by adding a “Get Directions” button for users in the targeted area.
  8. Facebook’s News Feed features more friends and family and less ads. Brands have been forced to reconsider local and national spending to make the most of their advertising dollars.
  9. Google’s tag manager implementation and the move away from proxy sites  allowed franchisors and their marketing partners to have more control over tracking implementation.
  10. Google added Local Ad Search making it easier for consumers to find your local listing within Maps.
These shifts in the digital marketing landscape have given early adopters a chance to get in front of a relevant audience in more ways (and on more screens) than ever. 
While these emerging tactics aren’t necessarily right for every brand, they might be right for your brand as audiences spend more time on mobile devices and increase mobile-savviness.
Planning for 2017 and Beyond
2017 strategies should first include what worked best in 2016, with an eye on interesting trends to test. Now is the time for advertisers to review 2016 to date and determine what tactics to keep and which to toss for 2017. Competitors and major brand influencers can also be key indicators of successful strategies to pursue next year.
2017 will be “The Year of Video.” The emerging dominance of video is undeniable, with entire shows available only on mobile or through content platforms such as Hulu and Netflix. Whether it is trying YouTube ads for the first time, or even incorporating some video into your Facebook ads, video is a new way to help customers engage and learn your franchise’s story. Take stock of your brand and make video your next big play in 2017.
Make it Easier for Franchisees to Stay on Top of Critical Changes
As franchisors seek to maintain brand quality and consistency, it’s important to help franchisees understand current and upcoming changes in the digital marketing landscape. 
A few ways to catalog and share the digital and social media changes are to:
  • Include updates, changes and other tips and tricks in your newsletters.
  • Provide templates and sample posts along with calendars of when to post certain updates.
  • Partner with an agency to stay on top of these changes and align your strategy for maximum impact.
Now, more than ever, working with a digital marketing partner can ensure your brand is ready to address changes in this volatile digital landscape. 
 
Elle Turner is Account Director-Franchise at G/O Digital.

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