With a new year, new trends are on the way. In this presentation, we discuss four of the trends that are certain to impact your life as a marketing professional in 2017.

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For marketers, a constant eye on the future
is paramount to success. Having an inside track
on the trends of tomorrow should always be at the
top of any marketer’s list. In this presentation, you
will find four trends that are certain to impact your
professional life this year. Read on!

3. 3© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

4. Let’s start by addressing the elephant
in the room. Donald Trump and a
Republican-controlled Congress
are set to ensure big changes happen
in 2017. A pushback against consumer
data privacy, the end of net neutrality,
and a new corporate tax model are
just a few of the possibilities on the
table. No matter what happens, one
thing is certain: Marketers should
prepare for sweeping changes that
will impact the entire industry.
4© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

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6. Artificial intelligence became a
household mainstay through things
like Amazon’s Alexa in 2016. This year,
you can expect the trend to continue
to grow. Experts expect AI technology
will be worth $5.05 billion by 2020.
By 2021, 1.8 billion people will use
virtual digital assistants. The earlier
you adapt to this trend and figure
out how to capitalize, the bigger your
advantage over competitors will be.
Photos: Courtesy of Amazon
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8. Last year, Google announced it would
begin penalizing websites using pop-up
ads and interstitials in its search results.
With this news, the need for marketers
to create quality ads is growing. Aside
from great content, marketers must
also focus on creating better traditional
ads. Develop engaging video spots and
commit to only working with digital
publishers who provide a clean,
high-quality ad experience.
8© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

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10. For far too long, viewability has served
as the standard measure of a digital
ad’s success. This year, it will no longer
cut it as a statistic. Instead of focusing
on how many times an ad is viewed,
measure its true ROI by looking at
things like site visits, sign-ups,
purchases, or anything else that
results in a real gain for your brand.
10© Copyright 2017 by the Association of National Advertisers, Inc. All rights reserved.

11. All content for this slideshow has been aggregated from the ANA’s
Marketing Knowledge Center. Want to dig deeper? We’ve got you covered:
A New Political Environment in Washington
Artificial Intelligence
Is Trans Kind?
2017 Will Be the Year of Measurement
Image credits: Shutterstock.com, except where noted.