Top 10 digital marketing trends in 2016

Top 10 Digital Marketing Trends
in 2016
“The only constant in the world of digital marketing is change.”
Produced by Living Online
Authored by Oliver Jenkinson (consultant) & Marko Pitesa (consultant)
www.livingonline.com.au FULL ARTICLE - http://bit.ly/1YmbBIk

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 Advertising
The 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 – Programmatic
Taking 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 Marketing
Mobile 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 Marketing
Content marketing is here to stay.

5. Data-Driven Marketing
Analytics and Big Data.
Big Data (including market and customer insight and predictive analytics)

6. Social Media
More ads between your friend’s posts
Natural language processing

7. The rise of ultra-personalised
marketing
Source: insight.venturebeat.com

8. Connectivity and Automation
Internet 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 Automation
Automation 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 engines
Search 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 Aggregators
Much 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/Science
Cognitive 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.
Wearables
The “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 wrap
Being 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.
FULL ARTICLE HERE - http://bit.ly/1YmbBIk

Top 10 digital marketing trends in 2016

Recomendados

Recomendados

Mais conteúdo relacionado

Último

Último (20)

Destaque

Destaque (20)

Top 10 digital marketing trends in 2016