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Smart With billions of mobile devices out there, mobile app development trends are definitely something to keep an eye on. The year 2016 proved to be a phenomenal year for the app development industry and 2017 will be even better as the mobile app industry will generate $188.9 billion in revenue by 2020. Businesses are riding the mobile wave to maximize their revenues and there are many good reasons why businesses are taking mobile seriously. To begin with, smartphones have become an integral part of our daily lives. From waking up in the morning to going to bed at night, we check our smartphones 85 times a day, as this study depicts. It further suggests that young adult spend five hours on average every day on their smartphones. This opens up new avenues for businesses to capitalize on. This would only be possible if businesses were fully aware of the latest mobile app development trends. The preceding infographic will tell you about mobile app development trends so you can deliver an immersive user experience to boost your revenue in 2017.

Digital is evolving with every passing day and has become one of the major marketing media for both online and offline businesses around the globe. Businesses are focusing more on digital mode of publicity than any other and are in constant quest to find ways that improve their efforts in doing so. When you talk of online business, websites are the major way to market online and website owners try and find better ways to carry out their digital marketing efforts. Here are the 7 highest-performing strategies that bring more customers to your online business via digital marketing.

Use of Appropriate Designing

Website design is not often considered part of digital marketing. However, the website design is the major influencer for the online visitor to stay on the website and act as desired by the web owner. For any business, its website is the center of its digital marketing efforts. So, if the website design is not attractive, or its content lacks readability, let alone the information that it intends to provide to you, then the strategy that the owner developed earlier at the time of the website launch is faulty.

Utilize Search Engine Marketing Techniques

Search engine optimization is a technique that allows your website to appear on the list of search results displayed when a relevant keyword is searched. With a strong SEO strategy, your company website will not only get highlighted in the search results but will also start attracting traffic through other online mediums due to content marketing and other search engine optimization techniques like backlinking, blog commenting, etc.

Utilize Affiliate Programs

An affiliate program doesn’t make sense for every business. However, if used wisely, then affiliate programs can show quick and improved marketing results without having to do much by yourself. Through an affiliate program, you basically invite other people who share common interests and trust your company to share your information and engage growth towards your business against a commission.

Hire a Consultant

Not every business owner is a digital marketing expert. If you are among the kind, then there is absolutely no harm in hiring a digital marketing agency to help you grow your business. You really don’t have to worry about the cost, as today, numerous client-friendly digital agencies in the USA can help you set up a targeted digital strategy for your online business.

Make Use of Email Marketing

Emails have been in the digital scenario for a long time, and each time their efficacy is challenged, they have won the battle with great valor, exhibiting astounding results. Email marketing is not only an old but proven digital marketing tactic that definitely brings positive results to businesses using it. Email marketing puts in front of you a personalized method of digital marketing in front of you. You can dispatch emails to your clients and prospects while keeping in view their email reading habits, their buying behaviors, and their psychographics that lead to improved reach through the said digital marketing tactic.

Make Use of Content Marketing

Content marketing is one of the digital marketing techniques that has shown unprecedented growth in the past few years. Today, content marketing has evolved as a separate online marketing methodology mainly because of the long-term results that it reflects to businesses, along with its close proximity with the search engines that help businesses gain better organic rankings, thus improving online visibility. Content not only helps your customers make the right choices by reading, but also unveils a new dimension of your product usage that is up till now hidden from their naked eyes. Online articles, guest blogs, press releases, and infographics are some facets of content marketing. By just publishing and publicizing unique and well-written content, businesses have paved their way towards successful lead generation, along with loyal search engine positioning that helps them achieve incremental gain over time.

Take Help from Giveaways

Another phenomenon that seems to be on a steep rise these days is the rise of social contests and giveaways. Businesses in a quest to promote their products offer giveaways in the form of discounts, gifts, or coupons that can be won by either sharing positive word of mouth about the business or by sharing any of the marketing banners that they have put up for publicity. At the end of the contest, a lucky draw distinguishes the winners from others. This method not only provides the brand the much-needed hype but positive sharing and word of mouth build inquisitiveness in the target market regarding the product and hence translates into better sales for the business.

Conclusion

I hope you enjoyed reading today’s piece. Similar to any human, businesses are unique too and may require personal counseling on the selection of digital marketing methods for improved results in less time. The ones I mentioned are some of the most commonly used and found to be most effective. A user- friendly digital agency would be the right source to contact in case you are unsure about your selection and need professional advice. Good day!

Website designing is a tedious process. Sometimes it could take the app owner and the web designers a little time to catch up to the technical shifts that a website design may experience throughout its design process. However, if you answer the following questions prior to embarking on a website design process, chances are that you will spare yourself and the web designer the difficulties that may otherwise arise. Use the Branex website cost calculator after going through this blog post.

What is Your Realistic Budget for the Website Design?

The realistic budget for the website design process goes beyond the design and development process. When it comes to building a website, it is not the design and development cost that is involved, but there is a range of other ongoing costs that the owner needs to incur. These costs are web hosting costs, troubleshooting, web security feature inclusion costs, etc. So, if we club these costs under heads, then we will get two major heads. Design and development costs and Ongoing or maintenance costs. If you do not have the kind of financial resources that could allow you to invest a handful of dollars, probably every month, then CMS website development services would be the appropriate solution for your requirements. So, before intending to start your website design process, do make up your mind on how much are you willing to invest in this process.

How to Want the Management of Your Site?

By management, I meant that you want to take control of your website’s work. Because if you do, you will have to hire a full-time designer and developer, or probably contact professional website design and development services. Hiring freelancers could be a pocket-friendly solution for you, but bear in mind that freelancers do not always do what they are told. Since you and the freelancers are not in constant touch, let alone the design process is not informed, they tend to miss out on elements which may require revisions and will consume a considerable amount of time. Even a custom CMS web design doesn’t always go as serene as planned. Here is what you might have to face down the line:

• Since CMS website designs are the game of plugins, to be precise, you might face some difficulty in the functionality of any plugin that you install. Sometimes, there are technical reasons for it, which the novice business owner/web developer cannot understand, and things get nasty.
• Your CMS website design may also have a difficult-to-navigate website for your consumer. Easy web navigation holds considerable importance when it comes to the overall success of the website, and if it lacks this usability, attracting traffic and generating leads could become tardy.

So, ask yourself if you require full control of your website coding without knowing how to code exactly. Or is it ok if you hire a professional service for the job?

What Features Are You Intending To See?

Website owners typically require everything on their websites. Starting from brilliant imagery to intuitive design and all sorts of glamor gimmicks in it, which is again not a possibility. Today, website design is not all about creating beauty on the canvas, but the website design process is a technical game whose success also depends on other elements. Elements like search engine friendliness that allow the website to rank faster on search engines, along with quick load time that involves coding techniques, that make the website design leaner so that it loads completely within the set time of a mere 7 seconds by the search engines. So you need to decide on the best things that your website should receive and may have to cut the not-so-required features from it, to make it leaner and more functional. And this is not the full stop here. You can always opt for an upgrade or even include things in it later on.

What About the Hosting and Other Technical Aspects?

Elements such as hosting your website, monitoring, updating your platform (if CMS), and ensuring seamless functions can become a big deal for a novice business owner. Web owners hadn’t experienced enough back then to consider this question before setting up their CMS-based website, and ended up with a lot more technical work to manage than they could bargain for. Managing the technical elements is again a preference that the business owner has to opt for. It’s not as simple as drag and drop and voila. Our sincere advice to business owners who are not tech-savvy, and especially to entrepreneurs, is to settle with a professional web service, which will not only make the entire process easy but also manageable while keeping the overall cost on the floor. You see website design process with a professional service may look elongated at first, however, as you proceed, you will feel that you made the better choice by opting for it. Take my word for it!

Design is one of the most crucial elements when it comes to generating leads. To the end user, it is just an arrangement of simple elements, but when you zoom in it becomes quite a meticulous task. As design took an influential role in engaging users, infographics have become the best way to put a significant amount of data in a visual form for the best possible memorization. A good infographic does not just speak words; it says a lot about how the company perceives useful data. So, web designers & developers are focusing on collecting data with stats that can easily be explained in an infographic. A great infographic not only can bring massive traffic to your website but can also generate a prolific amount of leads. We are Branex - a digital marketing agency in the USA, and we came up with a beautiful infographic illustrating the 8 web design elements that can persuade visitors to convert into customers.

Gartner's recent report predicts that more than 268 billion downloads will generate $77 billion worth of revenue in the year 2017. For brands, a mobile app will be the primary vehicle to engage and reach out to customers globally in the year 2017. As for today, apps are no longer developed just for smartphones; but for wearable devices, smart cars, and connected homes. With iPhone apps escalating to over 2.5 billion downloads last year, there is an enormous amount of Android app downloads too. To survive the apocalypse, mobile app development companies are reassessing their priorities. Moving to the year 2017 there are some new trends which made quite a noise. In this blog, I would like to highlight some of the trends which will shape the mobile app industry in the coming year.

1. Rise of Location-Based Services (LBS)

With the ease of GPRS service, users can access the latest happenings in their vicinity via location-based services. What your friend is having for lunch? Alternatively, if you want to catch your friends having dinner without you, location-based service will just do that right for you. Several businesses are putting lbs to good use by doing indoor mapping, offering deals, location-based payments, and security to make hassle-free instant payments. Leading tech giants have made vigorous purchases in the LBS space. Meanwhile, Beacon technology is growing at an exponential rate.

2. Augmented Reality Integration in Utility Apps

Apps that use augmented reality have long been labeled as a promotional gimmick. However, over time greater number of companies are using AR for more useful tasks. AR tools are now being used more efficiently and productively than ever before. In this context, if someone sends you a text or a video with some catchphrase, an actionable item just pops up with the related mobile app. Also Read: Key Trends to Watch in Augmented Reality Moreover, upon recognizing the word ‘cap,' the taxi service just pops up to offer a discount on your next ride. Moreover, the word ‘Meeting’ in Google Calendar reminds us of the coming attractions for the day.

3. Android Instant Apps are Globally Appreciated

For the love of apps, Google came up with a convenient solution to the problem. Users now, don’t have to install any app to use them. Instant Apps let you enjoy the apps with just a tap. Super fast speed with a dazzling interface makes it even more significant for enterprises to step into Instant Apps. No need to wait for a download or to kill your memory to install a new app, Instant Apps are on-the-go apps with enough functionality for users to love them and applaud them.

4. Embedding AI Apps within Apps Became the New Trend to Follow

What it feels like to experience the colors of an app change according to your moods. Developers are now integrating more AI functionality into the mobile app; the industry is shifting the norms to follow the herd. Self-learning apps are now in demand by the users themselves. Apps that customize user interfaces and provide location-based services. Also known as Neural Networks, such services shift from data centers to everyday services like cameras, phones, and even IoT-enabled devices.

5. App Securities More Critical Than Ever

With the rise of ethical hacking security of a smartphone has become more important than ever because of the sensitivity of user data, which can be accessed once breached. Surprisingly, a large number of people still don’t take mobile security to a thread, which is a serious problem itself. Apps with built-in security features need to be prioritized for maximum usage. Additionally, coding done on Apple’s iOS shifted from Objective-C to Apple’s own Swift. More developers are moving to adopt the change as it provides a better user experience and great features.

Conclusion

On the concluding note, providing the user with a quality and smooth experience is the key for all apps to succeed, especially in 2017. Design skills and customer experience have become the top priority for mobile app developers and remain at the heart of any trends that follow.

The year 2017 is the era of mobile advertising. Digital agencies will grow their ad space based on size and complexity, creating opportunities for market players and challenges for advertisers. We will notice more growth in ad placements within mobile phones and mobile messaging apps. Still, bots will burn fake ad traffic generation by advertisers to regain trust in digital advertising. Presenting the top nine trends that will shape the mobile advertising landscape in the year 2017.

Bots Will Attract Some Cash

A recent study shows that 60% of Google’s ad revenue comes from mobile ads, which is a huge leap from the previous year, which was about 44% in the year 2015. By the end of the year 2018, nearly two-thirds of Google’s net ad revenues worldwide will come from mobile ad placements. But the powerful surge in mobile traffic will also make more room for fake views and clicks. As a result, mobile ad fraud will become more dominant in 2017.

The Invention of Messaging Applications

WhatsApp, Kik, Facebook Messenger, and WeChat are live examples of how there is exceptional growth in messaging apps. These apps show a positive sign of social media monetization, which brings hope for paid media on messaging apps next year.

Alliance to Prohibit Ad Fraud

Moving away from verification tools that are about finding fraud and shutting it down, there will be more initiatives to communicate what’s working and what’s not, so that advertisers and traffic sources can work together to clean up traffic instead of blocking it. By pinpointing specific impressions, categorizing the problem, and providing actionable data in real-time, publishers can work with mediators to become part of the solution instead of being labeled as the problem.

Cyber Attacks From Ad Bots

The inception of fake clicks by mobile apps is used to steal credit cards. The tools that are used to protect financial institutions are being used by bots to breach security. Cybersecurity and anti-fraud organizations are now coming in collaboration to protect against attacks by bots.

China’s Leading the Mobile Ad Space

No doubt, the US is the most valuable ad market and continues to grow at a healthy clip, but in the previous few years, China showed a large expansion and will continue to show growth. According to Zenith Optimedia’s latest Advertising Expenditure Forecasts, China’s ad market has not been significantly affected by the country’s stock market chaos and is expected to grow almost twice as fast as the global growth rate.

Online Sales Get Affected By Mobile Ads

Data suggests that consumers don't well receive online advertising. Of the 3,200 internet users surveyed in a recent study, 92 percent said that they’d consider using an ad blocker, and 62 percent stated that they are annoyed by pre-roll ads. In 2017, finding ways to use more interesting and less intrusive media will become a higher priority to avoid alienating viewers.

Increased Ad Blocking is a Sure Concern

Twenty-eight percent of U.S. Internet users use ad-blocking software, according to Adobe. That’s bad news for marketers, advertisers, and publishers alike, who lose money when browsers prevent ads from reaching the ad server. Big networks such as Google and Facebook will pressure mobile operators not to block ads. Some mobile networks have already pulled back from ad blocking as a result of their influence.

Custom Advertising Continues to Dominate Digital Display Ads

In 2014, just a little under 50 percent of display advertising was purchased either programmatically or through an API. This year, just two years later, approximately 67 percent of digital ad displays are projected to be programmatically bought out. Programmatic TV will become a more viable option by automating ad buying for increased cost efficiency and by providing more granular targeting due to a data-driven approach. However, based on the threat of fake traffic eroding the effectiveness of online ads, fraud could become a hurdle for TV advertising going digital. Also Read: Immersive Videos are Reshaping Brands and Transforming Digital Ad Industry

Usability Will be Vital

While vast advertisement-serving merchants are progressively adding usefulness to give a one-stop shop to secure their stages, showcase players will push the other way to have an open stage that can suit best-of-breed arrangements. With such a dynamic market, there is a requirement for specialty players who can react rapidly and can ceaselessly enhance their answers in view of new requirements, something that bigger, slower players are more averse to doing. Although the new year will bring more canvases for online ads, there will be more opportunities for abuse. Helping eliminate unwanted, irrelevant, and fake traffic will be a high priority for 2017 to improve the user experience and increase ad effectiveness.

What makes a website stand out? Is it the image or the content on the website? Presenting 5 Killer Web Design Secrets to Boost Your Sales:

Use Fonts that Look Good on Your Mobile Phone

Many companies ignore this fact, but fonts leave a lasting impression on customers. With the advancement in mobile app development, it’s necessary for every business to consider features which are compatible with a mobile app. Today more than 80% of the traffic is from smartphones and to grab the attention of that crowd, give them the most beautiful font.

Make Sure Your Grandmother Can Order from Your Website

I know many people will think I am mad, but seriously, if your website is not usable for your grandmother, then I repeat, redesign. Use the features that are easy to browse.

Where To Ask For Help?

Most of the time, customers will not complain about your website but leave from landing page. A good practice is to keep your customer service chat on top of everything. Make sure the chat is present on a landing page as well as on other pages. Engaging customers via chat is a promising way to stay on your website longer.

How Fast Can I Order From the Website?

Landing customers on your company website is the easy part, but engaging customers is hard. Furthermore, the most competitive part is to create a fast gateway for customers to order from your website. Your sales will boost when customers feel easy to order from your website both from a mobile phone or mobile app.

Numbers Don’t Win Customers, But Testimonials Do

When customers browse your website mostly they are mostly looking for testimonials or feedback from other customers. There is a greater chance of sales when customers read reviews that make a difference. In the conclusion, pick Branex, which can design and develop a website in the simplest form. Make sure the content is clutter-free and the design is equipped with killer fonts.

Are you considering rebranding your online business? Is underperformance the reason? Or is it that your brand is not striking interest in your target market anymore? If the reason is any of the above, you need to take serious steps to rebrand your business, more importantly, in the digital era. You need to synchronize your mission and vision according to the changing market trends. Let us take a closer look at the mistakes that online business owners must avoid as they plan to rebrand their businesses in the digital era. But before that, let’s see what rebranding actually is.

What is Rebranding?

Rebranding is the process of providing an entirely different look, feel, and personality to your business/product/service. It is a strategy that retains your core business competencies and differentiates you from your competitors while creating a unique value proposition for you to fulfill over time for your customers. The brand identity of your business is the dynamic combination of visual, verbal, and emotional attributes that speak for your existence and what you do. The way you brand your business influences your target market directly and creates a perception of a brand that either makes or breaks your image in front of your target market.

Why Should You Rebrand?

There can be quite a few reasons for businesses to be involved in digital and traditional rebranding:

• Your company’s brand identity has gotten old and your customers are not making connections with your products the same way they used to do, earlier.
• To recover from vanishing prominence. Pull up sales figures and mend deteriorating market volume and share.
• You want to cater to a larger chunk of the market now and want to charge a premium price.
• Your competitors are doing better in terms of brand recognition, market presence, etc.

Also Read: Top 5 Ways to Build a Successful Brand Branding is a marketing tool that helps your brand stay relevant to the prevailing trends within your business industry. While some pull it off quite effortlessly, others have to face negative reviews and have to revisit their branding strategies. To make sure that your latest branding strategy pinpoints success for your business, make sure to avoid the mistakes discussed below:

Lack of Research

When considering rebranding your online business, you first need to assess why the rebrand is needed. If it’s related to your website design, does it really need a design change, or will some tweaks do? Your brand image lies in close harmony with your company’s motto and goal, and to achieve them successfully, you need to indulge in comprehensive market research that answers questions related to the rebranding need based on your competitor’s analysis, your sales figures, your target audience, and their psychographic, and so on. Remember, your customers are your driving force, and they should be the primary factors when formulating future strategies. Their needs, wants, preferences, and behavior should be the basic factors of your rebranding strategy. Don’t just be engulfed in recreating your brand identity all of a sudden without ample research, because if you do, it is definitely going to cost you not only in monetary terms but also your reputation and your current brand identity.

Ignoring Your Current Brand Goodwill

Rebranding does not necessarily mean that your current brand equity holds no importance if you have planned to get it changed. Business owners need to gauge themselves in a thought process of whether they require a complete redo or some tweaks in their brand strategies. You just cannot overlook your current market standing and the expectations of your current customers to cater to new ones. Therefore, before you undertake the highly important task of revitalizing your brand image, you must carry out the necessary investigation and background checks to assess the needs of the target market.

The first impression that a website projects to its online visitors is of its design. Beautiful website design tends to attract more visitors than websites that lack the beauty of designing them. But this initial good impression lasts for a very short time. Beautiful website designs that fail to impress online visitors due to their lack of usability, fail miserably on the totality of retaining a user’s interest. The question that arises here is how website designers can create designs that not only look beautiful but also bear the capability to attract the user’s attention and retain it. Let’s have a look at some ways of web designing that can improve user engagement:

First Impression Counts Always

Every day, your website is visited by a myriad of online visitors. As a professional website design company, your main aim should be to first explain what your website is all about. After explaining your business, you need to motivate them to act, and after the motivation is done, you need to lure them into taking the action you desire. If someone lands on your web app and doesn’t understand how to sign up right away, that’s a huge problem. It should be obvious to the user what your site does and how they can be a part of it.

Make Use of Hero Images

A popular trend among website designers is the usage of hero images. Hero images are basically used for responsive websites. It’s a page-fit size image with a few headlines to draw the customer’s attention. Being a website designer, you need to be sure that the hero image suits your website's look and feel perfectly. The need to capture the visitor’s attention is getting extremely important in the fiercely competitive times of today, therefore, the smart use of hero images will at least pause your reader for a while and can provide a go-ahead to your reader to continue checking out the rest of the web page.

Parallax Scrolling Effect

The parallax scrolling effect is a good concept that has the advantage of storytelling. Parallax effects are commonly used to assemble products right in front of the web visitor’s eyes as they scroll down the page in an artistic and intuitive way. Parallax scrolling, due to its aesthetic creativity, captures the users and completely absorbs their attention.

Include CTA Buttons Strategically

Effective CTA buttons and banners can pull incremental business to your business website. When coupled with striking graphics and colors CTAs are known to perform miraculously on business websites. for a CTA it's always about size, color, and placement, so make your choices wisely.

Keep the Design Strong

Landing pages are the premium version of website designs. Since they are there to attract leads, their design is always the best in terms of visuals, content, and other elements. Your business website design should, by every means, be on par with the design level of a landing page. Your website is there primarily for the same purpose and you must keep a strict lookout for how it is being designed.

Add Social Media Widgets

Social Widgets increase traffic and user engagement on your website. They have the capacity to gather new customers or expand newly created communities by allowing users to connect with them on social media like Facebook and Twitter to bring more referring visitors. Did you know Dropbox has spent very little on advertising? They’ve implemented many growth hacks. For example, one growth hack is to incentivize some of your current users to refer others. This incentive may come in the form of company swag or a free month of your service.

Responsive is the In-thing

Make it easier for users to interact with your site on a smartphone. Things like using a font size that is legible on small screens, or making it possible for them to call you with a single click, go a long way towards improving user experience.

Final Word

The above-mentioned website design techniques are the important ones to follow but are only a few among many. To receive a detailed walk-through of a business that can engage in an efficient and effective website design process, get in touch with a web designing agency to learn more.

2017 is here and with the change in the year, business owners are now re-doing their marketing strategies to receive the most out of them, during the running year. Since the global perspective has now shifted towards online buying and selling, therefore what we can see all around us is a great influx of new websites, landing pages, online print material, and so on. What is common among all of the said items is content.

The trick to staying ahead of your competition is to be at your content’s best this year. As per the predictions made by digital industry gurus and veteran business owners around the globe, 2017 is all set to revolutionize the e-commerce industry by growing to unprecedented levels.

SEO agencies across the globe have also predicted the steep rise of digital marketing media and their positive effects on businesses dealing in the sector. Witnessing the growth potential that the internet holds within itself for online transactions, and keeping in view the prediction of content being the major game changer. We decided to come up with fewer content guidelines to help corporations grow in 2017, through informative content.

Let’s have a look:

Quality Should Be Focused

It goes without saying that only the best survives in the market. In order to become the best, it is imperative to be high quality, be it your product offering or your website’s content. A few years back, however, the consideration was totally different. Website owners refuse to bank on the originality of the content, and it was there only for the sake of incorporating keywords into it, which, according to them, were the drivers of traffic to their website.

The scenario has changed completely now. The new algorithms of the search engines have made clear that only the most informative and original content that is written with the intention of being user-friendly, would score better search engine rankings. Due to its high usability, such content attracts more users when they search for specific keywords and thus allows the website to receive more clicks which are now the main drivers of better search rankings.

The content should be at least unique, user-friendly, and original for the sake of scoring more search engine rankings on popular search engines like Google, Yahoo, and Bing.

Words Are Not Content

Another misconception that many budding business owners have in their minds is that content = words. Wrong! A given number of words cannot possibly pull visitors towards it if they lack meaning. It is the creativity instilled in content that serves the purpose, and not only words, but content can also come in other forms too.

DIY videos, podcasts, SlideShare, live streams, social channels, etc., are all forms of content that manage to pull consumers towards brands, all online. Therefore, to keep your brand at the top of the mind recall of your target audience, don’t just stick with words. Try getting creative with other forms of content to create a 360-degree integrated pull.

Online Presence Matters

And lastly, it is your overall online presence that is going to make a difference. The Internet is a virtual world, and similar to our planet, a business can thrive only to a certain percentage if its presence is limited areas. To grow and earn exponentially, it requires scattering its presence all across the globe. Similar to the phenomenon, to grow your online business, a business owner needs to take care of all the online mediums available to create a complete online presence.

Social media these days is a really powerful medium to highlight what you have and how you are better than others, and the plus point is that you can use all the available resources like print material, videos, and live streams to send the message across to your customers.

The above-mentioned factors are only a few that should be kept in mind while devising a content strategy for your online brand in 2017. Keep tuned in for more as we explore some more resources and bring you some really great tips for business growth through different channels in the year ahead of us.