The world of digital marketing changes every year. Google’s algorithm changes have meant that spam marketing techniques are being slowly confined to the dustbin of history. The technology we know and love continues to evolve, whilst brand new technology and concepts are being born. For those reasons and many others, we see a golden year ahead for online marketing – and businesses everywhere will benefit from it.

Here are the five digital trends we are excited for in 2017.

1. Mobile marketing

As smartphone ownership approaches a saturation point, there has never been a more important time for digital marketers to build on and improve their mobile marketing methodology. Further building these platforms and making them even more user friendly will aid us in identifying what users are searching for, their interests, demographics and the most popular social media sites.

2. Big data

Big data is a coalition of different techniques, various tools and of course talent to bring together a high volume of wide variety of information assets. This data requires innovative and new means of processing so that it can be utilised to better inform the decision making process by employing the business insights gained. Big data is about creating a much clearer understanding of customer needs and choices, as well as analysing the emerging trends to produce predictive analysis.

3. Locality search marketing

Locality marketing should be a priority for smaller business and organisations. This is achieved by proving the locality of the business and then targeting the immediate and wider location. By achieving success locally you put yourself in a strong position to build yourself nationally.

4. Conversion rates

Regardless of exactly how your digital marketing shapes itself, an appealing and straightforward landing page is vital to achieve good conversion rates. This should contain form fills, service and product descriptions, any promotions, downloads, testimonials and videos. As Google algorithms continue to change, it is as important as ever to have your landing page perfect.

5. Wearable technology

Many of the big tech firms such as Apple, Samsung and Google are moving further into wearable technology such as smart watches, smart glasses and even clothing that incorporate computer technology. We expect this emerging and largely embryonic technology to bring with it new challenges and new opportunities for the digital marketing industry.