Year in review; 5 of the best digital marketing trends in 2017

As we start the new year off, here are the 5 best digital marketing trends that happened in 2017 to take note of via eConsultancy:

1. Less than half of consumers satisfied with retail apps. New research from Apadmi has found that retail apps are failing to meet the expectations of consumers, with just 40% of UK consumers being satisfied. Nearly one in five say they would like retailers to invest more heavily in improving apps, while 30% would be more likely to use them if they had a wider range of features. Lastly, 25% of consumers say they would think less of a retailer that failed to update its app regularly.
2. Food-related searches are up by 70%+. New data from Hitwise has revealed that online searches related to diet, nutrition and super-food have risen by 70% in the past two years. Searches for ‘gluten-free’ have become particular popular, rising 141% since 2014.
3. In a survey of over 1,000 consumers, it was found that 92% who visit an ecommerce website or mobile app with the intent of buying rarely or never complete checkout. This reflects the importance of relevant and engaging content that supports the entire purchase journey, rather than content that’s geared around getting consumers to buy.
4. The research also found that the over 50s complete around 45% of transactions per trip, which is a much higher amount compared to other consumer age groups. Likewise, older consumers were found to make use of 31% more offers than younger age demographics. For retailers, this proves the importance of older consumers, with the over 55s now expected to make up two thirds of all retail activity by 2025.
5. According to the DMA’s latest benchmarking report, email remains in good health, with 41% of marketers rating it as the best-performing channel. Now at 98%, email delivery rate is at its highest ever, increasing by 11 percentage points since 2010.

For more digital insights, check back often to get the pulse on the digital marketing trends.