The digital marketing world evolves quickly, and Mapp is here to help marketers keep up. With 2016 in our rear view mirror and 2017 coming up quickly, we’re sharing of the biggest trends in the key channels of email, mobile and social. Download the whole report here: mapp.com/2016digitalbenchmarks

1. Mobile Marketing
Social Networks
Email Marketing
56%
of emails are opened on
mobile devices
70%
of consumers would be willing
to try beacon technology if
offered the right incentives
Only 6% have actually
used in-store beacons
Marketers are
increasingly seeing
social commerce as a
way to shorten the path
to purchase
87%
of B2C marketers used
paid ads on Facebook
76%
expect their online purchase
behavior to be reflected in
marketing emails
3.5
billion AR app downloads are
expected by 2017
Social video generates
1,200% more shares than
text and images combined
The marketer’s roadmap for success in 2017
NAVIGATING THE CUSTOMER
ENGAGEMENT LANDSCAPE
The digital marketing world
evolves quickly, and Mapp
is here to help marketers
keep up. With 2016 in our
rear view mirror and 2017
coming up quickly, here
are some of the biggest
trends in the key channels
of email, mobile and social.
BROAD THEMES
ACROSS ALL DIGITAL CHANNELS
Integration of marketing across channels
continues to pick up pace
Mobile creative optimization and greater
adoption of responsive design
Broad acceptance and usage of location-based
marketing
Increase in use of social commerce
Increasing use of data to drive customization
and personalization
Breakout of augmented reality apps
Live-streaming hits the mainstream
Greater application of content strategy
Greater application of content strategy
Continued growth in paid social media
amplification
Organizational transformation will be required
Budget savviness and increased resources
are needed
What we saw in 2016
What we saw in 2016
What we saw in 2016
What to expect in 2017
What to expect in 2017
What to expect in 2017
60%
of consumers say that marketing
emails influence their decision to
make purchases
1
1
1
2
2
2
3
3
3
Better data harmonization
and messaging integration
among digital channels
Greater use of data-driven,
targeted SMS for marketing
More use of social
media analytics to guide
relationship building and
affinity
More use of machine
learning and marketing
automation to select content
More focus on elevating
mobile app experience
Growth in marketing within
social messaging apps
Better data and results
visualization
More cohesive omnichannel
content promotion
Growth in social content
co-creation
Take Action
Download the Full Report at
Mapp.com/2016DigitalBenchmarks
Email Marketing
Elevate efforts here by leveraging responsive design, adding more behavior-
based triggered emails, conducting data audits to support program innovation,
incorporating overall content strategy into emails, more robustly testing campaigns
that leverage behaviors from other channels, using data visualization and
incorporating machine learning.
Social Media
Brands should test and evaluate the performance of social commerce, invest in
live-streaming as a means of increasing brand affinity, intelligently leverage paid
amplification, use more advanced social media analytics to inform marketing
efforts and explore the effects of social content co-creation.
Mobile Marketing
Work towards increasing consumer usage of location-based services through
education and incentivization, getting more sophisticated with SMS programs,
exploring the marketing potential for augmented reality, improving the consumer
mobile app experience and effectively serving omnichannel content on a
consistent basis.
Mapp Digital is one of the largest independent digital marketing technology companies in the
world. Built by marketers, for marketers, Mapp provides a comprehensive family of software
and customer-­centric services, allowing marketers to optimize messaging across email, social,
mobile push and web marketing. We simplify complexity so marketers can focus on what really
matters to their business. Achieve the shortest route to customer engagement with Mapp.
Contact us for a demo today.
www.mapp.com I sales@mapp.com I 866-586-3755