The landscape of digital marketing can change quickly, and each year that passes brings new trends that shake up the industry. There are already plenty of predictions about 2016, and some could be complete game-changers. Take a closer look at the digital marketing trends that will rule in 2016.
Distinct Content Voices
It is no secret that content is king, and over the past two or three years most digital marketing campaigns have embraced the idea of creating meaningful content in order to reach a wider audience. In 2016, there will be a move toward creating a more distinct brand voice when creating and delivering content. This might be something as simple as always including a blurb about the author at the end of a company blog post, which shows that it is coming from a real person. Or, it could be that a business adopts a specific voice for all of their content. That voice might be young and hip if the demographic is teens, or it might be knowledgeable and experienced if the demographic is older adults. That distinct content voice makes it easier for consumers to feel like they can really understand and identify with the brand, and it may increase loyalty to specific products.
Rise in the Popularity of Live Streaming
Live streaming really became popular in 2015, but it remains something primarily for individuals. In 2016, live streaming will almost certainly become a major player in the marketing campaigns of businesses large and small. Periscope, for instance, is a way that anyone can experience action and information live. Businesses can get on board and create a more personable voice by broadcasting everything from funny events at the office to stunts like baking the country’s largest pizza. Individuals watching prefer the real time approach to live streaming because it feels less rehearsed and edited, turning it from advertising into reality entertainment.
Location Marketing Strategies
Another definite trend to emerge in 2016 will be widespread location-based marketing strategies. This will use wireless technology to see when a cell phone, tablet or Internet-ready wearable is nearby, and it will involve sending a time sensitive and specific ad to the user. When you walk past a chain coffee shop in the mall, for example, you might get a text alert saying that you have access to a coupon for 50 percent off a certain drink, but the coupon code is only valid for the next 30 minutes. This instills a sense of urgency and takes advantage of highly specific GPS capabilities in today’s phones.
Mobile to Overtake Desktop Use
In 2016, we will likely officially see mobile Internet usage surpass desktop computer usage. Today, many businesses still refrain from offering mobile platforms, or they thing of their traditional website as the true option but the mobile version as the “lite” version. In 2016, businesses on the cutting edge of technology may reverse their stance and spend more money, effort and time than ever before ensuring that their mobile pages, apps and functions are the primary way to market digitally.
24/7 Communication Will be Key
Customer service is one area where businesses can rise and fall. Part of digital marketing will include rapid responses to questions and complaints on social media. Seeing a post on Facebook that gets ignored for even a few hours, particularly for a large company, can discourage a lot of potential consumers. Having 24/7 communication through social media may be a focus for 2016 as brands protect their image.
Digital marketing trends can pass quickly, but in 2016 businesses can expect to see a few key issues at the forefront of the industry. These may include 24/7 communication, increased mobile marketing, location marketing, live streaming, and distinct content voices.