One thing that those in the engineering, programming, and marketing industries can agree on is that the internet is a hub of possibility. It changes on a daily basis. Keeping abreast of current trends and technology can mean the difference between going further than imagined and a company falling behind their competition.
What is in store for digital marketing in 2016? What will resonate, and become the new norm? The following three trends are a good place to start looking for the next big changes:
Mobility Will Become a Driving Force
Smartphones are a huge part of today’s world. Wearables, such as Apple and Android watches and fitness and activity trackers, will play a bigger part in the future. People are already using these devices to share information. The initial marketing data collected from these interactions will shape the technology.
What Will Mobility Marketing Look Like Down the Road?
Location-based strategy: The Apple iBeacon, for example. This tiny BLE (Bluetooth Low Energy) transmitter can detect nearby units in retail outlets, displays, and shopping centers. The devices are opening doors to a new type of real-time customer experience. Marketers will be able to customize interactive alerts and deals for someone in the vicinity of particular establishments.
A customer doesn’t have their wallet? That won’t matter, because payment options are also becoming more focused on mobile technology. Today, 80% of Apple Watch users are using Apple Pay to make purchases.
The ease and speed of engaging with content: Currently, Facebook is experimenting with video software such as Periscope, and beginning to incorporate live broadcast options. Stats show that video is 62% more engaging than photos, and gets shared 43% more often.
Applications such as Snapchat and Periscope are gaining popularity due to their compatibility with video formatting, while Facebook and Twitter are losing ground. Videos are predicted to take the place of most plain text content.
What will video look like in the future? Welcome, 360-degree video. Virtual reality (VR) technology lets a user experience content by exploring it three-dimensionally. These videos will allow shoppers to analyze a product or experience an event before committing to a purchase.
What about Social Media Platforms?
Buy buttons, which are currently being added to many media channels, will keep gaining traction. With smartphones, the primary source of most social media connections, including a “buy now” button in marketing posts can increase traffic and sales. Demand is leaning towards instant transactions; buttons are quick and easy and provide instant gratification. Twitter, Snapchat, LinkedIn, and Google+ are in the process of incorporating this technology.
How Will Digital PR Change?
Influence is in the Quality of a Business’ Followers
In 2015, many corporations spent large quantities of money enlisting experts and industry thought leaders to promote products and services. The number of social media fans would increase in proportion to the celebrity. Contrary to their expectations, that did not result in more sales. Data suggests that having a smaller, high-quality following is better than having a large ambivalent one.
The Media Will Still Have an Impact
The media can make a big difference to a company’s marketing plan, but it is important to note that online credibility is a prerequisite.
The first thing a journalist contacted by a business or entity does is search online. If what they find doesn’t meet their expectations, they won’t promote the company. A solid LinkedIn profile, comments, social media, and consistently useful content will all boost credibility.
Just as in 2015, data collection, automation, and promotion tools will be popular and continue to grow. Nothing can help predict the future better than statistics gathered today. Moving into 2016, measure your clicks, target your audience, and use what information you find the best way you can.