Download the free guideHow to effectively implement a PIM class system

Our experts share a summary of 2017

Our experts were asked to share their summaries of 2017. You can read their statements on and

Summaries like that not only help to visualize what happened in the last 12 months but also allow to predict upcoming trends.

Our experts were asked to share their summaries of 2017. You can read their statements on and They provide careful analyses in following categories: Online Advertising. Social Media, Content marketing, SEO/SEM and Web Design/UX.


Online Advertising

Daniel Kazanecki, Marketing strategist at Ideo Force, summarizes the most important matters concerning Online Advertising.

(…) Nowadays there are many interesting ways to create unique ads, promote brands or use tools. However, generic, less original and often irritating ads are still being created. (…) What becomes clear is the increase in the awareness and the understanding of the modern audience. The creativity, the search for exceptional solutions as well as the mutual trust between the agency and the client, are developing.

Read more on:

When it comes to the biggest trends of 2017, it is hard to find the one that had suddenly emerged and instantly became successful. (…) Nevertheless, effective attempts to collide two ‘worlds’ – digital and real - are worth mentioning. It particularly can be noticed in the influence marketing. In Poland, as well as the rest of the world, ‘online celebrities (YouTubers, bloggers, streamers) become the vital part of the marketing strategy – not only through product placement but also as real members of communication (…).

Read more on:


Social Media

Joanna Tymowicz, Client Service Director at Ideo Force, provides a short summary of what Social Media had to offer in 2017.

Dynamic development of social media platforms (…) forces brands to personalize their content and adjust it to the individual users. The process of using the same content on all platforms is less effective and might do more harm than good. That is why more pressure should be put into the preparation of quality, engaging and unique content on all channels.


This year was very dynamic in terms of social media technologies (…) i.e. the launch of Facebook Stories, Messenger Ads, Snap Map, Instagram Stories ads, Facebook Analytics or Facebook Marketplace in Poland. These changes indicate that marketers should keep their fingers on the pulse if they want to apply latest tools and possibilities effectively.



Content marketing

The evaluation of the current state of content marketing, as well as its upcoming changes, provide Magdalena Tobiasz, Content Marketing Specialist at Ideo Force.

(…) content marketing will still be an important element of marketing strategies. (…) However, we can expect the entirely new approach when it comes to content. I think that more pressure will be put on delivering added value and building the relationship based on co-operation (with users). It results partially from the power of recommendation – it is worth engaging users to create material and then make use of it. The importance of the interaction will increase; as a result of it, the lines between media (owned, paid, shared) will blur more and more, which will result in their more effective co-operation.




E-commerce’s dynamic progress and increasing influence describes Dominik Kaznowski, Ideo Konsulting partner

(…) in the third quarter of 2017, 50% of sales in 5 product categories came from the mobile channel. (…). This is a significant change that soon other segments will follow. In the USA, the overall contribution of mobile in online sales equaled 23% in terms of the value of sales. The statistics from Black Friday and Cyber Monday confirm it. According to Shopify, 64% of all orders came from mobile devices. This information emphasizes the importance of this channel as a tool supporting impulse shopping.


(…) everything indicates that by the end of 2017 e-commerce would exceed 10% of retail sales value globally. I predict that by the end of 2020 it would be 15%, taking into consideration yearly growth dynamics of 24%. It is worth mentioning that 2/3 of Internet users did their shopping online.




What will 2018 bring to the SEO sector predicts Daniel Holuk, Senior SEO specialist at Ideo Force.

The biggest change in 2018 will most likely be “Mobile First Index” – the new way of evaluating websites by Google indexing robots. Currently, the search engine evaluates the website by analyzing its desktop version (…). Based on that, the website’s rank in organic search results is being determined. When “Mobile First Index” will go live, the search engine will also start analyzing the mobile version of the website (…). In 2018, marketers will also face numerous challenges such as keeping up (…)  with the dynamically changing SEO market, predicting Google’s next steps, implementing good solutions that consider customers’ needs.



Łukasz Suchy, Senior SEO Specialist at Ideo Force shares his short summary on SEO/SEM in 2017.

I think that the biggest success of 2017 is the constant improvement of algorithms responsible for SEO/SEM. Google more often takes advantage of  AI and Machine Learning. It results in the acceleration of algorithms’ development and their constant improvement. It also helps to eliminate spam and unethical websites. Algorithms still have their flaws, but comparing to previous years they really improved.



Web Design/UX

Mateusz Bober, UX expert at Ideo Force, answers questions about Web Design/UX.

2017 continued trends initiated in previous years, such as progressive minimalistic design (…). Audiovisual message in a video form (visible on websites instead of regular sliders) is still going strong. Websites’ content is complemented by HD illustrations, which constitute the added value. When it comes to mobile devices, attention to details becomes more and more important. Web designers pay a lot of attention to animations that increase satisfaction during many micro-interactions that user makes when using an application.


    You may also be interested in:

    11 steps to achieve success in e-commerce, 20.12.17 r. Author: Anna Wolanin

    The store that sells – useful tools you need to try

    Płatności cyfrowe 2017 - Biznes Raport, Gazeta Finansowa, 08.12.17 r. Author: Anna Wolanin

    Project-based Software Development

    Tell us about your needs


    IT Project Outsourcing

    Services Tailored To Your Needs

    In case of a temporarily increased demand for IT staff, hiring a suitable specialist for a short period would be challenging and not profitable. To help optimize the costs of running a business, we could offer you, among others:

    Get a free quote

    Even though fixed-price projects suit us best, our services can also realized based the following cooperation models:

    • Time and material

      Time and material

    • Dedicated Team

      Dedicated Team

    • Individual model

      Individual model


    Enhance Your Projects

    How can your business maintain a competitive edge in today’s constantly evolving technological environment? One solution is to invest in the IT project outsourcing that we provide. By engaging with our software development company, you can access a wealth of knowledge and expertise that would otherwise be unavailable.

    You will save time and resources, focusing on other core aspects of your business operations while leaving the demanding IT tasks to our world-class professionals. With their assistance, you will, without a doubt, elevate your projects to the next level, easily outperforming your competitors.


    Why Outsource With Us

    Working with us brings your business to entirely new heights. For once, we boast a team of the best experts within the field of IT, which guarantees that you can expect nothing but the highest level of services regardless of the magnitude of each project. All tasks are performed with exceptional precision and attention to detail, 100% tailored to your business’s needs and requirements. Moreover, processes are meticulously automated, resulting in savings in both time and money. If or when any doubts arise, we are open to conversation, always willing to apply any modifications and adapt to the changing needs of our clients, rendering us the perfect partner for all businesses.  


    The Power of Software Development - Our Rewards

    As mentioned above, clients from all over the world rate our comprehensive approach to project implementation and business consulting, which is why Clutch has considered uss a leading eCommerce Software Development Team in Poland. That is, however, not all.


    In our daily work, we help to develop our clients' businesses. Their trust and effective cooperation make us grow as well. In January, 2022, the new edition of the Forbes Diamond Award report was published and we were proud to be listed among the fastest-growing Polish enterprises in this prestigious report. And as we help to develop our clients' businesses by doing our utmost best, their thrust and cooperation mean a lot. Indeed, we will only continue to grow together!