Digital marketing trends 2016
The global online marketing industry is volatile, uncertain, complex and ambiguous. However is also varied,
up-surging, creative and advancing, for anybody who keeps up on modern trends. Technology and Marketing
have become lead drivers for same as new hardware, new software, new companies, and new user logics are
dynamically dictating the sweeping changes. Businesses and brands are either adopting or failing to grasp
these changes. Tech savvy and early adopters are moving forward and appeal better to new customers and markets,
and emerging as brand and business leaders. While those who got left behind are missing out on growth and/ or
are losing out (if not fading away).
2016 it looks will be more dynamic than ever. New and renewed digital marketing-technology trends will likely have more than
just business impact. So it seems. To elaborate:
Apps will become the new digital fulcrum. They will decide whether you own your audience or not.
Apps will likely get more streamlined and rated and with App indexing as a solution (that Google proffers)
it would lead to an explosion and competition amongst app players.
The advantages of a dedicated app are far many - both for brand and business. Recall recently MYNTRA in India became a
app only channel. Apps are expected to replace mobile optimized site as they appeal better to the mobile crow.
Apps are more convenient, more intuitive and can be accessed to an anytime anywhere logic.
Video marketing will be the new normal. Video will become the single largest driver of brand
engagement and brand salience.
Social channels such as you tube, face book, whatsapp, Bing etc, are all dedicating themselves to hosting billions
of videos and advertising platforms And above all Google is getting ready to enable SERP video advertising.
Apropos we can expect to see more video ads in more places.
Mobile marketing continues to be the growth engine as mobile will entrenches to become the new desktop.
World over mobile, tabs and other connected devices have crossed over desktops. Mobile version is now a must,
including in emerging markets. Desktop traffic and growth indices will start complementing mobile.
Online marketing is the new norm, with SEO and PPC as its Digital Assistants for ensuring superior brand optimization.
Search engine optimization (SEO) and pay-per-click (PPC) advertising will be the two lead strategies for driving traffic to sites -
bringing thousands (if not millions) of previously unknown visitors. And the rise of digital assistants will driver new kinds
of optimization that will likely integrate business/ marketing functions and digital technologies - for an anywhere, anytime
and anyplace information access or product/ service transactions or experience.
Virtual reality (VR) will emerge as the pulse of the new reality, as customer’s appetite
for sensory and experiential marketing is all set to go up exponentially.
Many and varied virtual reality devices are set to be released over the next few years – notable among them Oculus Rift set
for Q1 2016 release. Given the millions of dollars of funding into this category, these devices are expected to introduce
an entire new medium of online advertising that would easily integrate to popular social media platforms, video channels,
and direct messaging apps.
Wearable technology and the Internet of Things (IoT) will be the new playbooks.
The emerging marketing areas will blur the lines between ‘online’ marketing and ‘real’ marketing even more as wearable
“smart” devices start to gain more traction. The unveiling Apple Watch is just the tip, as is a first-generation smart watch.
But advanced smart watches and wearable devices would start emerging soon. These devices will fully change the landscape of
local marketing and drive it towards more advanced digital technologies.
Advertising demand will likely surge for the new technology led market connects.
The online marketing world will continue to increase and pervade all spheres reaching more customers globally.
Arguable while the program costs may increase, the reach cost/ million would likely come down, suggesting digital
marketing to be getting more and more efficient for large companies. And for smaller companies there would be
options to choose their own digital marketing box.
Of course these are trends based on anticipation and consumer behavior. A lot really depends on consumer adoption,
and if past trends oare any indication then it is best to get a head start on this roller coaster journey.
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