When it comes to digital marketing, it’s not enough to follow the herd. Amidst fierce competition, brands, now more than ever, must really stay on the cutting edge of marketing techniques in order to maintain relevance with their audiences. In this post we’ll take a look at some online marketing trends to plan for in 2016 to help your business’ marketing soar into the new year.
More and More Focus on Mobile!
Mobile devices have been an important target to marketers and that trend shows no sign of slowing down in 2016. At present, 64% of all adults in the US own a smartphone, and by 2016, worldwide smartphone ownership is expected to exceed two billion people. That’s over a quarter of everyone on earth! Can your marketing afford to lose such a massive audience?
In addition to smartphones continuing to dominate in 2016, expect to see increased ownership of other mobile devices. By the end of next year, 1 in 10 people in the US will be tablet owners, and wearable tech ownership — like smart watches — will have tripled. Brands that want to thrive would be well served to capitalize on the popularity of these devices by tailoring their marketing campaigns to accommodate a variety of mobile screens and platforms.
Focus on New and Niche Social Platforms
Facebook, Twitter, and LinkedIn may have the market cornered when it comes to social media, but as a marketer you ultimately need to be where your audience is. With these “old-guard” networking sites mostly saturated — over a quarter of teens have recently left Facebook, for example — 2016 is the time for brands to broaden their social horizons by reaching out to their audiences on sites like Instagram, Snapchat, and Periscope.
While Instagram is owned by Facebook, and Periscope by Twitter, these sites boast an entirely different experience than their parent sites. Fresh and fun, sites like Instagram and Periscope offer instant, real-time connections. And their emphasis on photos and videos makes them great for brands too! Just take a look at how users are engaging with brands through Snapchat’s new, innovative “Discover” section.
Think of predictive analytics like market segmentation on steroids. Predictive analytics looks at the past behavior of consumers and analyzes it for patterns that can predict future actions. Not only can it let marketers nurture their audience with personalized messages, it can help to predict the outcomes of proposed marketing campaigns, letting brands minimize risks and maximize ROI.
Video Ads Will Dominate
Whether it’s pre-roll, post-roll, or native, advertising in digital video will continue to grow this year, doubling in ad spends compared to three years ago ($2.8 billion in 2013 vs. $5 billion in 2016). While impressive, these numbers are hardly surprising, given how popular streaming video is for consumers and what a powerfully engaging medium it is for marketers.
App Indexing Will Lead to an Explosion of Apps
Recent moves by Google to enable better indexing of Android apps in its Play store is as important for businesses looking to get their apps noticed as SEO is for content marketers. Rather than apps being organized very generally (games, utilities, etc.) new indexing algorithms let users search for just the right app to suit their needs, in much the same way they would a website.
If your business has an app, or is considering releasing one, it’s easy to get it indexed, and doing so can provide a helpful push in getting your app noticed.
Digital Assistants Will Lead to a New Kind of Optimization
Digital assistants such as Apple’s Siri, or Microsoft’s Cortana have changed the way users interact with the web. Businesses need to optimize their web presence in order make their information easily accessible to digital assistants so that when a user says something like “Siri, show me hardware stores in Houston,” your store comes up.
When predicting trends, it’s hard not to feel like some of them are more science fiction than reality. But while things like wearable tech, and complex algorithms might seem “far-out” right now, it’s important to remember how far technology has advanced in the past decade. As tech advances, it’s important for digital marketers to keep up. In the vastness of the world wide web, failing to do so is the quickest route to obsolescence.