Welcome to 2017. We're off to a great start. Let's kick off the\u00a0year by looking at the digital marketing trends of 2017. Let's look at those that are poised to reign and those we'll likely begin the sad goodbye to. Digital marketing is fast. Super fast. It changes with technology and with customer expectations.\u00a0It's influenced by other brands and by new channels.\u00a0Customer acquisition and communication growth channels, strategies and tactics are\u00a0always evolving, and today's platforms have\u00a0opened up new avenues to reach audiences in new ways. Although the fundamentals of marketing\u00a0remain, today's environment is one of creating unique communications, understanding unique\u00a0audiences and knowing how and where to connect with them. Here are 3\u00a0digital marketing trends of 2017 that will shine, and 3 we plan on saying goodbye to. Rich video Facebook has dedicated video tabs in the works for\u00a0rich video content. YouTube is working to keep up, SnapChat is right in the middle and LinkedIn has launched native video. Something to keep in mind, whether you're creating Live Video or generating content on YouTube or Facebook, not any old video will work. Particularly not video\u00a0that hasn't been created to connect with users. Shareworthy videos that are uniquely-crafted and on-brand will shine this year. Useful email Digital marketing trends of\u00a02017 will see more unique email communications. As online\u00a0brands mature and enhance their presence, there will be more competition for less\u00a0attention. We all know how our morning email looks. Competition for inboxes results in more unsubscribes and less opens than we saw in the past. People won't open \u2014 let alone read \u2014 your email\u00a0unless it's\u00a0branded, customized and useful. The most effective email communications meet\u00a0readers' interests, wants and needs, and give them what they want. If they don't want it, they won't read it \u2014 and they\u00a0don't have to. Think about this: there's almost nothing you put in\u00a0someone's email that they can't grab themselves via Google. This, combined with the\u00a0search giant's\u00a0strides\u00a0towards a more instant internet, and we have content on command.\u00a0In order for brands to create difference, they'll need to provide something people can't easily get on their own. Viral content Entertaining, useful, interesting and engaging are\u00a0the perfect ingredients for viral marketing. While creating content\u00a0that goes viral is difficult, so long as it's well-needed and\u00a0well-crafted, brands will have a better chance at creating it. We recently boosted a cannabis-related post for a client that serves\u00a0the commercial growing industry. We moved\u00a0it through\u00a0Facebook's algorithm and watched\u00a0it go wild.\u00a0With content, you'll win some and lose some, yet\u00a0it's all an ongoing effort\u00a0towards the user. When you can create something that's newsworthy, shareworthy and it passes the filters, you run with it, as the ranking and social signal-increase benefits the brand. Now that we've looked at 3\u00a0digital marketing trends of 2017 that will shine, let's look at 3 we plan on saying goodbye to. One-for-all banners It wasn't too long ago that sponsored\u00a0banners were the thing. Banners\u00a0were often placed up high or in the sidebar to grab your attention. While banners will continue to be\u00a0effective via paid channels, such as through\u00a0Facebook Ads and Adwords, general\u00a0advertisements that serve as one-for-alls will go away this year. Since they are mobile-friendly and use uniquely tailored content, targeted banner campaigns are over 50% more effective at lead generation. Inauthentic stock While there will still be a place for\u00a0stock imagery, we'll begin to say goodbye to the glaringly stock stock. We've seen these stock models\u00a0for years. The feeling\u00a0they\u00a0communicate is just as their name implies. As genuine communications\u00a0keep the\u00a0crown, brands will increasingly look to uniquely curated imagery that supports authenticity, encourages connection and improves performance. Seeded reviews Peer reviews work. Most of us check\u00a0reviews before making purchases online. What's more, most of us also trust\u00a0the authenticity of those reviews, so long as we\u00a0trust the brand where we\u00a0find them. Naturally, Amazon probably comes to mind, as Amazon Prime has become the go-to shopping experience for convenience. Amazon\u00a0has opened the door to\u00a0fake reviews, and to those who are willing to pay for them. However, from\u00a0as early as\u00a02015, Amazon began taking measures\u00a0against brands\u00a0who seek out and publish inauthentic reviews \u2014 not to mention, users\u00a0are getting better at seeing through fake reviews. We expect to see these seeded reviews begin to go away in 2017 and beyond. Which channels are you, or your business, going to use in 2017 and which do you plan on saying goodbye to? Which 2018 digital marketing trends will you use? We would\u00a0love to hear in the comments below. Christina is the Founder and Creative Director of Savy, a digital marketing agency with locations in Bend Oregon and Santa Barbara CA. Christina grew up in Santa Barbara, has a supportive husband, Rob, shoots a Nikon D750 for select clients and loves her three children, chocolate lab, Badger,\u00a0and wild kitten, Nala.