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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!

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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.

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

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

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.

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

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.

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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.