Think you know about digital marketing trends? Think again. Here’s what you should be considering in 2016.
Digital marketing can be as bold or unpredictable as you make it. It’s an impulsive, obscure and downright volatile business which rests largely on the laurels of human emotion. If it’s sad, funny or bizarre enough people will love it.
Especially if it makes them money.
In order to help your brand profit in the new year, we’ve put together a list of the digital marketing trends every business should be aware of in 2016.
1. Improving your SEO strategy through media convergence
One of the best methods of boosting your SEO strategy in 2016 is through intelligent media convergence. What do we mean by that? Well in the hyperconnected digital marketing world, it’s important to keep your customers engaged, so bringing together different media platforms to support a single campaign will peak their interest.
Converged media helps marketers combine different methods at the same time in order to give customers a more rounded, interactive and attractive experience.
2. Humanising the user’s experience with first rate content marketing
Humanising the customer’s experience is something that all brands should strive for, especially given the resources at their disposal. Companies can now track customer buying habits and map out demographics, behaviour and preferences. Using this information intelligently, they can create detailed content marketing campaigns to improve customer engagement.
3. The takeover of wearable technology
The emergence of wearable technology is seen by many as a natural progression in the tech industry. Why? Because deep down – whether we like to admit it or not – we are ALL lazy. We want things made easy and we want it yesterday. Wearable technology saw a hole in the market and filled it.
Products like the Apple Watch, a first generation smartwatch, took the world by storm when it was released early last year and there are already plans for updated versions.
4. Users benefiting from a ‘shared economy’
The emergence of digital platforms has made society more reliable on the internet than ever before. This isn’t necessarily a bad thing however, as it has brought about the arrival of a ‘shared economy’. Content sharing means that businesses form an arrangement in which users share products and services, rather than having individual ownership.
As an example, Uber customers can now select music for their journey using their Spotify playlists to have a more enjoyable trip.
How can we understand digital marketing trends in the future?
Customer interaction has never been more urgent or elusive than in 2015. There was a real lack of ‘authentic’ engagement – the kind that goes above and beyond to leave a meaningful impression – by businesses on traditional platforms. Instead, it was pretty much left to social channels such as Twitter, Facebook and Instagram.
In order to understand the future of digital marketing and what it means for those involved, it is important we consider the implications it has to keep your customers interested for longer. One way of achieving this is to familiarise yourself with the seven Ps: people, participate, personalise, product, process, pay and partner.
– People – without people there wouldn’t be anyone to target. For the first time in history however, we have the technology to bring people together like never before. Digital and social platforms have helped promote the flow of information and communication between both customers and employees – but is that enough?
In 2016, brands should be embracing this ability by interacting with their audience on a more human level. Create a persona.Technology is ultimately about making things easier for people and businesses should remember that.
– Participate – it’s all well and good having the people, but if they do not participate in what you are trying to sell then what’s the point? If you want to generate participation then you’re going to have to engage on a more personal level. Be authentic with what you do and in turn people will appreciate it.
– Personalise – one downside to having a major brand is that it’s near impossible to appeal to your audience on an individual level. Think of any major corporation and how they conduct their business – it’s all targeted to one ‘ideal’ customer who will willingly buy into their product.
A new year brings new methods though, as businesses have evolved their thinking to make it possible for customers to make the brand their own. Digital platforms have helped further the work of making customer experience more personalised, giving users the ability to hone a website to their specific needs.
– Product – if you really want to get your audience excited, it’s probably a smart idea to create something that’s actually marketable! In a digital setting, your product can tap into an environment (the internet) with the sole purpose of making life easier for its users.
The internet makes it possible to interact and express ourselves effortlessly. Products are being created to integrate with our surroundings, as the net becomes an increasingly relevant part of life.
– Process – companies are adopting digital platforms to change the way users interact with their brand. Users don’t want a product, they want the experience. By changing the process and creating an environment in which users engage with the company, you increase the chances of a successful sale.
– Pay – you can now pay for goods using more methods than ever. The emergence of new strands of technology like digital wallets have made it possible for us to purchase items without even touching our wallet.
Although the idea of paying for goods on a social network may seem odd, it actually promotes a healthy digital relationship between companies and consumers.
– Partner – in an age where everything we use is designed with usability in mind, the future will require more companies to collaborate with one another. The desired goal here is to unlock connectivity in the pursuit of a seamless user experience, whereby technology becomes an extension of people.
This list may seem a little intimidating at first, but once you get your head around the nitty-gritty stuff you’ll be making progress in no time.
Now that doesn’t mean jumping headfirst into every new trend of course, but rather pay them the respect they deserve. Be aware of their influence and implement cautious experimentation where necessary – who knows, you could even extend your social reach and achieve your long-term business goals!
In need of some sound digital marketing advice of your own? No problem – head across to our contact page and see just what the OVG team can do for you.
Got something new to add? Let us know your thoughts below!