Shafqat Islam says, “2016 was not the year for faint-hearted marketers as they pushed to measure and prove the ROI of their content marketing efforts in order to fight for larger budgets. Google and Facebook continued to dominate, while the rest of the industry may have shrunk. Concerns around ad blocking, viewability, and measurement accuracy continued to dominate conversations about social platforms.

2017 will be the year of “a little less conversation and a little more action.” Marketers will demand visibility, whether results are coming from publishers, agencies, technology providers, etc., and if they don’t get it, they’ll move on. Marketers themselves are under more scrutiny from CEOs and CFOs than ever before.

SEE ALSO: Facebook proves, yet again, that it’s terrible at math

Publishers are in trouble, while Google and Facebook continue to pull away. Here’s a list of all the things we should all be prepared for in 2017:

1. Facebook and Google will continue to dominate. The rest of the industry will shrink

According to the IAB, the digital advertising industry continues to grow nicely. But if you peel back the onion, you’ll see that it’s actually Facebook and Google that is commanding the lion’s share of the growth. In fact, outside of those two platforms, the rest of the industry is shrinking in Q2. This duopoly is scary, and potentially unhealthy. But I think it will continue next year and don’t see how or when this trend will change”.

10 marketing predictions for 2017

Mashable

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