It is never easy to predict the future but based on the experience and what has been this year 2015 is interesting to analyze some of the trends that will dominate the digital marketing over the next year.
We in marketing must be prepared to face the changes in this industry that moves so fast that sometimes seems to be no time to breathe.
In 2016 the crown will remain at the head of content but users require an increasingly personalized and humane digital experience. The teams will use more advanced technology marketing and integrated marketing platforms used to automate their strategies.
In terms of strategy, the brands begin to use more sophisticated tools to consolidate the various pieces of a digital campaign and web site, ecommerce, social networking, content, SEO and sales in order to build an integrated and efficient system that is capable of attract customers, increase sales and generate promoters.
These are some of the 16 Digital Marketing Trends for 2016
1) The content will remain king
The demand for quality content will continue to grow. In 2016 the creation of content should be a priority for all businesses regardless of size or industry. The content is not only the key to inbound marketing strategy but also brings results. Whether in written, visual or video format companies that maintain an active blog generate 67% more monthly sales opportunities than those who do not. The content not only helps brands with its digital positioning making it builds confidence that users are attracted to your products or services more easily.
Prediction: Companies will invest in a content strategy focused on improving the user experience and get more leads (I share it with a tweet)
2) The visual content can improve your SEO
In 2016 the visual content will be more important than keyword optimization. In other words, to prioritize the visual content of your site, you’ll also be getting the added benefit of building your SEO ranking.
The Google algorithm updates have given priridad to high quality content. Search engines use ranking SERP (Search Engine Results Page), how long a user is on a webpage (called “Dwell Time”), and how many clicks made in the rest of the site to assess the value of information a Web page.
Images, computer graphics, and the videos are much more striking than the plain text and therefore much more likely that a user feels that information is relevant to their search overstaying, making clicks and improving the rankings.
Prediction: The leading digital marketing companies will invest in quality content with a special emphasis on the visual. (Share it with a tweet)
3) Digital users will demand an increasingly personalized experience
74% of consumers are frustrated with websites when the content they see on the page has nothing to do with their interests. This is just an indicator that the traditional strategy that fits all in terms of content no longer works.
In a world where music streaming services like Spotify and Pandora let you create custom playlists? choose radio stations, and on the other ecommerce websites like Etsy and Amazon, showing buyers personalized shopping suggestions, it is becoming increasingly imperative that marketers incorporate personalization strategies
Prediction: In 2016 we will begin to see more custom websites and segmented according to user needs. (Share it with a tweet)
4) leading marketing companies will use integrated platforms to implement their strategies
Previously, marketing channels and strategies were separated. Did your search engine optimization (SEO) in one place and your social media marketing in another, and then make your blog in a totally different place. Confguration The problem with this is that it is almost impossible to get all the different technologies communicate with each other.
As investment increases in digital marketing is increasingly needed platforms all-in-one to allow manage and measure all channels in one place.
Prediction: To scale, companies must invest in integrated marketing platforms. (Share it with a tweet)
5) automation software will become increasingly common in marketing teams
Marketing is not just intuition. Marketing strategies are being amplified and optimized by technology and science. Intuition and human creativity is being reinforced by the data. Fragmentation and multiplication of the media requires a scalable digital marketing. In 2016 we will see an increase in the use of digital marketing platforms that provide automation tools that enable companies to publish and market scale. Automated emails are to be sent to certain times and on certain compartamientos, social networks can schedule and campaigns can be managed remotely and in advance.
Prediction: The use of automation software will enable marketing teams to be present in more channels effectively. (Share it with a tweet)
6) The cost of PPC is growing day
Global investment in Internet advertising increased by 10% each year, but there are regions like the US, Europe and Latin America where it is nearly 30%. While PPC costs vary significantly by region, campaign objectives and the truth it is that as more companies increase their digital investment is increasingly expensive to obtain the same results.
Prediction: In response to the high costs of integrating PPC companies will seek ways to improve its position organically and SEO, inbound marketing and content. (Share it with a tweet)
7) There will be a transition type to the native notices advertising banners
In 2015, it was estimated that spending on ads natives came to $ 11,000 million. And in 2016, it is projected that this figure will reach about $ 17,500 million.
On the other hand, the traditional online advertising will have several obstacles to overcome in the coming years. For example, Google has already begun to block video ads (made with Adobe Flash) in your Chrome browser. Or, put more precisely forms, the browser updated pause Flash ads automatically, so users can decide whether they want them or not.
This is how they will be reborn native stories in different media. In its time it was the New York Times today we see increasingly in places like BuzzFeed.
Prediction: The advertising banners will go into decline in post-sponsored media stories high traffic. (Share it with a tweet)
8) The mobile will become the “first screen” to access digital information
Mobile devices were called the second screen, but this has now been reversed. Today mobile is the first screen for most users. Just look at that 75% of Facebook’s revenue comes from mobile advertising and it is clear that smartphones are the center of attention.
While consumption information, shopping and browsing is still done by the mobile computer is the first meeting that many potential customers have with brands so we must change the mentality and thinking mobile first and then desktop.
Prediction: Companies will begin to develop not only responsive but exclusive sites for mobile devices. (Share it with a tweet)
9) marketing decisions will be dominated by the analytical
The availability of data and measurement of campaigns has never been so easy to obtain. Integrated Inbound Marketing software enable marketing teams to make full track every user interaction with digital platforms.
Prediction: It is expected that investment in marketing analytics to increase by 60% and marketing departments will increasingly analytical orientation. (Share it with a tweet)
10) Google will no longer be the only search engine weight
Now that we have seen how Facebook is working on its own search engine, it seems inevitable that the search will go well beyond Google, Bing and Yahoo (or Baidu, if you live in China).
Sites like Facebook, Twitter and YouTube are great sources of information and with advanced search capabilities, integrated methods of payment, and where consumers can shop, chat with friends then share opinions.
With advanced search come a more integrated social experience that expands trade.
Prediction: Social networks enable a more integrated social experience that will expand trade. (Share it with a tweet)
11) Marketing will have new sources of information through the “wearable” devices
The “wearable” technology or laptop see an adoption rate of 28% by 2016. This means there will be more data that can analyze marketing. Many companies and brands already rely on the effectiveness of Facebook and Google ads that are based on digital user actions. But what happens when the ads will be segmented according to the daily activities of each person?
Prediction: wearables with new gadget will be more data than ever to implement new marketing strategies. (Share it with a tweet)
12) “influencers” become a strong marketing channel
3% of influential people generate 90% of the online impact. While influencers have been present in the marketing for a long time. It’s not just Tiger Woods Nike hiring. This is niche influencers, not necessarily stars but famous people with a great online influence, many followers and you are able to set trends.
Brands are in search of these new talents on YouTube, Instagram, Twitter and Facebook and is no longer a free service as could be. These influencers know the power they have and are charging for it.
Prediction: More and more brands use social media influencers to launch new products and reach the right audience. (Share it with a tweet)
13) real-time customization is a reality that is here to stay
Companies not only seek to respond in a timely manner to questions and comments from visitors but try to predict their needs and to respond to them before the request. Thus it is “delighting” users in order to be future promoters of the brand.
Prediction: there will be a significant increase in the use of predictive tools that add user information to improve your experience. (Share it with a tweet)
14) There will be a growing demand for digital skills
With the rapid multiplication of communication channels and the rapid adoption of business users and people begin to demand more training around these trends. Universities have responded very slowly to this new trend so new modular, digital and shorter courses have flourished in response to this demand for this knowledge.
Prediction: Companies start demanding some sort of basic digital literacy for marketing positions. (Share it with a tweet)
15) If you tell a video, much better
Facebook alone are over a billion videos a day (and 65% is through mobile devices). Use and video production has grown exponentially in recent years and companies are starting to see results. For example, the videos on sales platforms increase the size of the carts at 174%!
Prediction: The companies will begin to seek strategic partners (as did Lacote with Zack King) to produce increasingly original and quality videos.
16) Whatever your strategy, you have to think of a multichannel strategy
The company Cisco predicts that by 2020 there will be 50 billion devices connected to the Internet. This is more than 7 times the population of the Earth. People may be using your computer to work while at the same time review the social networks on your phone and use a tablet for shopping.
Prediction: Marketing strategies will have a multi-channel approach and there will be more tools to optimize each screen messages. (Share it with a tweet)
