Top 10 digital marketing trends in 2016

transcript

Top 10 Digital Marketing Trends in 2016

“The only constant in the world of digital marketing is change.”

Produced by Living OnlineAuthored by Oliver Jenkinson (consultant) & Marko Pitesa (consultant)

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Top 10 Digital Marketing Trends in 2016

2016 is a year of remarkable opportunity for those who choose to embrace this change. It will also mark the end of the road for those who

refuse to adapt.

Read on to find out what’s hot in digital marketing right now so you can position yourself for success.

1. Digital AdvertisingThe increase in ad demand has been driving up ad prices. In our last post, we went into

detail about how Google has recently reduced its number of available ad spots.

Google’s sudden move has caused the price of ads to surge – both a benefit to Googles bank account and a new challenge for SEM optimisation.

1. Digital Advertising – Real-time Bidding

1. Digital Advertising – ProgrammaticTaking one step further in the algorithmic classroom, programmatic is considered as “digital

marketing’s saviour” by some. Programmatic is a technology permitting advertisers to automatically target their desired audience using metrics obtained using complex

algorithms. Programmatic can be referred to using the following terms:

• Programmatic;• Direct,• Guaranteed,• Premium, and• Reserved

2. Mobilegeddon –Mobile is king. Long live mobile!

Every credible source for marketing information agrees that the mobile web will continue to grow. Cisco thinks that that global mobile traffic will increase eightfold between 2015 and

2020, reaching 20.6 exabytes. That is why a mobile-first mentality is at the core of new developments across the digital world.

2. Mobilegeddon – Mobile advertising, site development and the app-world

In 2013 “80% of mobile device time [was] spent on apps”. Fast forward to 2016, and this will bring with it a string of opportunities and challenges for digital marketers that will draw on

an adaptive approach to advertising, promotion, optimisation and UX.

3. Digital vs Traditional MarketingMobile advertising, site development and the app-world

In the post-digital world, we’re less likely to see ‘digital’ as a standalone activity. Both traditional and digital marketing will be fully integrated, falling under the umbrella of

‘marketing’. In order to promote this new culture, Amanda Rendle– the global head of marketing at HSBC– has gone as far as banning the use of the term digital in her team.

4. Content MarketingContent marketing is here to stay.

5. Data-Driven MarketingAnalytics and Big Data.

Big Data (including market and customer insight and predictive analytics)

6. Social MediaMore ads between your friend’s posts

Natural language processing

7. The rise of ultra-personalised marketing

Source: insight.venturebeat.com

8. Connectivity and AutomationInternet of Things (IoT)

Tied in with big data, the application of marketing to the ‘internet of things’ (IoT) is focused heavily on data gathering and real-time analysis. Technology companies dealing with sophisticated and integrated networks will be the first to truly benefit, though the capabilities of IoT will soon drip feed into the lives of everyday marketers. How? We’re not yet sure, but Marketo suggests that “51% of the world’s top global marketers

expect IoT will revolutionize the marketing landscape by 2020”.

Marketing AutomationAutomation is the progressive and ‘now happening’ next step in digital marketing. Again, stemmed from previously industrial applicability, marketing automation has been embedded in the core aspects of all

modern businesses to-date.With more than 49% of companies already using marketing automation technology, the number of

organisations making some level of automation a part of their strategy will likely rise to become a staple in every marketer’s arsenal.

9. New search enginesSearch Engines

Google’s reign over the digital realm will continue for the foreseeable future. What will change is where people go for niche searches, whereby the engine provides something that Google doesn’t.

Vertical Search Engines and AggregatorsMuch like Google, DuckDuckGo, Bing, Yahoo and the rest; independent and 3rd party supported vertical search

engines (VSE) and aggregators are fast becoming the preferred search intermediaries for information. Search Engine Watch pitches a rather vexatious opinion that Google’s reoccurring modifications will disrupt users

loyalty, turning searchers to source other vessels of information.

10. Technology/ScienceCognitive technology

Deloitte predicts that by the end of 2016, more than 80 of the world’s 100 largest enterprise software companies (by revenue) will have integrated cognitive technologies into their products, a 25 per cent increase on 2015. By 2020, Deloitte expects about 95 per cent of the top 100 will have done so. For marketers, this will

open up new advertising channels such as marketing through learning and experience.

WearablesThe “wearable tech industry will treble inside the next five years – with a whopping 245 million devices

expected to ship in 2019”. With integrated, user-interfaced, ‘connected’ products, comes tasty opportunities for marketers. As Erick Schonfeld, executive producer of DEMO states, “if it’s Fitbits and Nike Fuel bands, wearable

tech is already hitting the mainstream today”.

That’s a wrapBeing on top of the latest trends is a good way to gain the competitive edge; but being

ahead of the trend is a great way to become a market leader.

Steve Jobs didn’t copy Bill Gates; he revolutionised the idea.

Facebook didn’t mimic MSN messenger; it massively usurped it.

Google didn’t become the search powerhouse it is today by sticking to its original launch of BackRub in 1996; 13 iterations and 17 years later, the search engine stayed ahead of the trend – until now, when it ‘sets’ the

trend.

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