Digital marketing channels have grown immensely in the past few years and followed a variety of trends. But if there’s one direction those trends will continue to follow in 2016, it’s a direction that leads to a more personal experience for the user. That means marketers have to meet continue to meet consumers on consumer’s terms.
Here are some digital marketing trends to watch in 2016:
1. Mobile First
Mobile is one of the fastest growing channels in history and marketers need to make it a priority this year and beyond. Nearly two-thirds of Americans own smartphones and there’s no reason to think that number won’t continue to rise. Mobile has caused a fundamental change in the relationship between brands and consumers.
2. Online Video Has Become Vital
One recent study showed consumer video will account for 80% of all internet traffic by 2019. Video is easier for people to consume and users prefer its efficiency and effectiveness in delivering a message. That said, online video advertising will be another priority for marketers in 2016.
3. Wearable Technology
Digital marketers are able to interact and push messaging directly to the prospect or customer thanks to wearable technology. It’s technology that presents a great opportunity for companies and their digital marketing strategies.
4. Digital Media Gains Even More Momentum
The numbers certainly don’t lie: digital ad spending now makes up nearly one-third of the overall ad market and has had a negative impact on traditional channels such as print and TV. As consumers continue to migrate to digital media, expect marketing budgets to follow suit; in fact, digital marketing is fast becoming the new “mainstream.”
5. Content Will Build Relationships
Many brands today are boosting their content marketing strategies to build strong relationships with potential customers while providing value, instead of primarily focusing on the brand’s message. Added importance will be placed on personalized messages, while user-generated content is expected to increase, as well.
6. Better Use of Data
There’s no question that data has become essential to marketing, but many marketers have struggled to translate that data and apply it to business goals or problems. In turn, increased emphasis will be put on “smaller” data that directly applies those goals/problems. On the other hand, smaller businesses now have access to the kind of data as never before.
7. Augmented Reality is on The Rise
New technologies in augmented and virtual reality are coming at a fast and furious pace, and brands and marketers are brainstorming ways AR and VR can be used for advertising purposes. One report estimates that some 25 million virtual and reality headsets will be sold to consumers by 2018.
8. Creating Marketing Customization and Loyalty
Today’s consumer wants to know that a company can cater to their specific needs. Almost all forms of digital marketing are now being applied in a more personal way to build brand loyalty.