Home >Documents >£¦ £¾ # % < ¢ Top 10 Online Marketing Trends for 2016...

£¦ £¾ # % < ¢ Top 10 Online Marketing Trends for 2016...

Date post:20-May-2020
Category:
View:1 times
Download:0 times
Share this document with a friend
Transcript:
  •       

    Top 10 Online Marketing Trends for 2016

    1 2 3

    4

    6 7

    5

    8 9

    10

  • 2 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    Introduction Each year, there is consistently great interest in predictions for what lies ahead, including the latest marketing trends. What’s hot? What’s next? This interest is increasing…and since it’s that time again, we are presented with an opportunity to take a closer look at customer lifecycle tactics in order to determine marketing trends for the new year.

    To inform our thinking on marketing innovation, we are always interested in hearing the points-of-view of ‘hands-on’ marketers in business who run digital marketing activities, to get their input regarding the most important trends. Some of those factors are reflected in the following chapters.

  • 3 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    CHAPTER 1: THE BRAND FACTOR Relationship Marketing and Personalization to Become More Refined

    Amongst the prominent trends we should be seeing, as 2015 slips beneath the horizon and 2016 rises, is the concept of personalization, and the way in which its marketing implementation will become more refined. What does this mean, exactly? The proverbial gap between ‘old- school’, intrusive marketing approaches will grow, while digital marketing agencies aim to enhance value through more effective customer engagement. However, it must be noted that content and offers can only be personalized (or customized) if enough data and information on those customers is available. It’s no longer enough to rely solely on demographic data – i.e. nationality, age or sex – and we can say with certainty that crafting ‘buyer personas’ for the purpose of learning more about a customer’s actual personality will be one of 2016’s most vital steps with regard to marketing strategies.

  • 4 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    Additionally, it is both MACRO and MICRO level data that will continue to drive personalized marketing. Being that we mentioned these, let’s take a look at some relevant examples of each:

    MACRO BlueHornet recently conducted a study that embodies the essence of this level of data marketing: It was discovered that 18 to 24 year-olds are more likely to open and be interested in emails containing a discount, whereas middle-aged people and seniors are most enticed by ‘entitlements’ such as free shipping.

    MICRO At this level of data analysis, a consumer who recently purchased, say, a flirtatiously-cut sundress could receive a follow-up email regarding those matching, equally fetching high heels, while a seasoned traveler who purchased luggage could receive one regarding vacation specials.

  • 5 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    Marketing Facts: A global review of data-driven marketing by GlobalDMA and the Winterberry Group found in their survey of 3,000 marketing professionals that nearly all recognize the importance of data in advertising and the efforts of customer experience, with over 77-percent being confident in the practice and its prospects for future growth.

    Did

    You

    Know ?

  • 6 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    If there’s anything to take away from the message being stressed in this first chapter, it’s the goal of relationship marketing is to focus on building stronger LOYALTY and long-term customer ENGAGEMENT rather than concentrating on quick, short-term customer acquisition and individual sales.

    Through the magic of relationship marketing, companies develop powerful, emotionally-driven customer connections to their brands that yield word- of-mouth promotions and lead generation – all of which, in turn, creates loyalists and brand advocates.

    Companies that successfully embrace and take advantage of relationship marketing create customers who are actually more demanding in their expectations of other brands.

  • 7 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    CHAPTER 2: THE CONTENT FACTOR Content Marketing to Keep Progressing in Quality and Interactive Storytelling

    The classic marketing moniker which proclaims “content is king” will continue to ring true as we enter 2016 – however, it is visual content in particular that is expected to truly dominate the realm of online marketing in the new year. Now, the key to a brand’s ultimate success will come down to the speed at which it can craft relevant, quality-oriented content. Furthermore, brands must release some of the control over their marketing efforts and place more in the hands of their customers through online reviews, social media shares and customer blogs/videos. The importance of user-generated content is expected to catapult past that of branded content. The bottom line is that brands are going to have to provide not only content of high quality, but opportunities that create a powerful impact on their consumers.

  • 8 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    Another area that is going to evolve with regard to content marketing is ‘interactive storytelling’ and how it pertains to brand marketers, who are experts at identifying a marketing-worthy ‘angle’ and polishing it into something truly extraordinary.

    As a powerhouse in the media sector, The New York Times’ T-Brand Studio has introduced a new form of digital storytelling to the world by way of a ‘mixed-media’ approach, encompassing rich, quality editorial plus stunning photography, attention-grabbing audio clips and dazzling video-based content. With these stories crafting “impressive destinations”, as the T-Brand Studio calls them, the New York Times’ storytelling capabilities are leveraged to ultimately impress readers and viewers.

  • 9 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    But how does interactive storytelling differ from mainstream content marketing? Interactive storytelling takes traditional elements of journalism – such as videos, data, picture, text, etc. – and uses web technologies to fuse them into an immersive and unique online experience, often enabling the audience to interact with the content. We must point out the fact that what works in print is not necessarily what works best in an online medium; that said, these are just some of the many elements that separate interactive storytelling from content-based approaches:

    Introductory Looping Video Many of these ‘stories’ begin with a high-quality video that plays immediately upon loading.

    Parallax Scrolling This computer-generated effect makes the background of a webpage load at a different time than the foreground.

    No Analog to the Print Newspaper Virtually all multimedia features combine high-quality sound, photography and video in a way that’s simply impossible in print.

  • 10 T

    o p

    1 0

    O n

    li n

    e M

    a r

    k e

    ti n

    g T

    r e

    n d

    s f

    o r

    2 0

    1 6

    -- --

    -- --

    -- --

    -- --

    -- --

    -- --

          

    CHAPTER 3: THE SOCIAL MEDIA FACTOR Social Media to Evolve Beyond the Usual Platforms

    As social media evolves to become an integral piece of the broader marketing discipline and as this impact grows more formidable, it is expected to be the transitional motivation for many brands in 2016. In fact,

Click here to load reader

Embed Size (px)
Recommended