In 2016, brands will need to focus on enhancing the user experience for the digital-savvy customer. Digital marketing strategies will need to explore customer-centric marketing activities and messages rather than brand focussed ones.
It is going to be all about customer involvement in the brand story. Are you ready for this?
Here are a few trends we think will change the face of online marketing in 2016.
Content still remains the king for 2016 as well. This year the focus will be more on crowdsourcing and user-generated content (UGC). Brands need to look at content as a customer service and relationship building tool rather than a means to push one-sided brand messages.
Through crowdsourcing and UGC campaigns, brands need to find creative ways to involve customers in the co-creation of brand stories thereby building brand loyalty and developing a sense of ownership and belonging.
Content Strategies will need to revolve around customer engagement and will need to focus on developing loyal communities around customer-generated content to help reinforce a positive brand image.
Mobile browsing has surpassed desktop browsing for a few years now. With the mobile traffic having overtaken desktop traffic in 2015, mobile is now the primary screen to focus on for your digital strategies.
Google’s algorithm updates to boost mobile page rankings has made it mandatory for brands to now have mobile optimised sites for better ranking of mobile pages or a responsive mobile website as a minimum. With users spending most of their time on their smartphones to browse or shop online, user-friendly browsing and shopping experiences on the mobile are a must.
App indexing will mean more opportunities for brands to be visible in search results. This means that brands will also need to look at incorporating apps into their mobile strategy as an investment for the future.
2016 is the time for marketers to rethink mobile strategies and budgets and invest in researching innovative mechanisms and ad platforms to reach out to the mobile consumer.
Video advertising is not alien to brands. Channels like YouTube and Facebook already offer video advertising capabilities. Brands are aware of how to promote videos using their social media channels. Users now prefer to watch more videos online rather than on TV and marketers need to capitalise on this growing trend.
2016 is set to change the face of Video Advertising if talks about Google including video ads in search results turn out to be true. This would open unending possibilities for brands to experiment with live streaming video ads and different video ad formats.
With Facebook and Twitter already experimenting with video ads and live video in search results, Google’s entry into this arena only reinforces the fact that Video Ads are here to stay and brands need to look at including video advertising into their digital strategies for 2016.
Do you have any other online marketing trends for 2016 that you would like to share with us? We would like to hear from you. Please share your suggestions in the comments section below.