It’s time to stop burying our heads in the sand – consumers are no longer only exposed to new products and services upon entering a store or by browsing the internet. Instead, we are surrounded by a variety of devices, platforms and social media channels, all of which can introduce us to products and services that we never even dreamed of before. As a result, digital marketing has needed to evolve to ensure that our messages are getting to the right people.
Want to know what digital marketing trends to keep an eye on in 2016? Here are our top 7 picks:
There can be no denying that Snapchat has taken the social media world by storm. Each month, thousands (if not millions) of photos, videos and drawings are sent by users. Whilst very few brands are currently using Snapchat in the marketing campaigns, this is likely to change in 2016 as more is learnt about the app. The fact that the content you create is only available for a few seconds adds a sense of exclusivity to it.
2. Live Video Streaming
With mobile connectivity and technology continually improving, video needs to be an integral part of your marketing campaign. Many brands have already been experimenting with live video streaming using apps like Meerkat and Periscope, which allows you to stream videos from your mobile to your Twitter community. Why not host a live Q&A or give users a behind-the-scenes look at your brand?
Once considered ‘uncool’ and ‘nerdy’, the number of podcast listeners is growing significantly all over the world. A lot of this can be attributed to the success of Serial in 2015. Email marketing service MailChimp was a sponsor; their ads airing during the series proved that podcast marketing can by highly effective. Whilst some marketers think that podcasts are a fad, others see them as being a real trend for 2016.
Today’s society thrives on visual stimulation, so it’s no surprise that apps like Instagram feed our need to share our lives and experiences with the world. What you may not know is that Instagram has recently started offering paid advertising opportunities – and this ability is likely to become available to everyone in 2016. Create a carousel ad (for multi-page ads) or create a 3 second video – the choice is yours.
You may have already noticed that Pinterest has really stepped up when it comes to digital marketing – we’re still getting used to buyable pins, but be alert that there is more to come! Pinterest’s newest addition, Animated Cinematic pins, will allow brands to target a specific person based on their interests. The great thing about these pins is that users are still in control – it’s up to them whether they watch the video or not.
6. Omni-Channel Experiences
For those of you unfamiliar with the phrase, an omni-channel is a multichannel approach to sales that seeks to provide consumers with a seamless shopping experience, no matter how they shop (such as online from a desktop or mobile, by telephone or in store). In short, you’re trying to target consumers with the right message at the right time in the right place. Disney is actually a great example of how this can be achieved.
7. Content Remarketing
Whilst most marketers would agree that content marketing works (we all write blogs, ebooks and other content after all), the trick is knowing how to recapture people who went on your website, read your content but didn’t actually become a lead. This is where content remarketing comes into play; it’s the process of tagging visitors on your site and retargeting them with content after they leave (as a reminder of your brand).
Instead of being overwhelmed by the sheer number of opportunities to reach our audience and engage with them, we need to be inspired by them and start thinking about ways that they can be used to attract the attention of your consumers. We believe that these trends are set to revolutionise digital marketing as we know it, creating even more opportunities for consumers and marketers alike to engage. So, what are you waiting for?