As technology and customer attitudes are always changing, so must marketers adjust accordingly. For 2016, marketers will need to think outside the box and the usual channels to stay ahead. Here are the top 6 marketing trends that will dominate in the coming year.
Video Ads become more popular
More and more users are becoming more responsive to video ads on social channels like YouTube, Facebook and Bing. A study by Specific Media found 61% of video viewers were happy to view adverts in exchange for free content. According to a report by Business Insider, video ad revenue will reach almost $5 billion in 2016. It was only $2.8 in 2013, nearly doubling in 3 years. Video ads have an average click through rate of 1.84%. This is higher than the average for other formats. With video ads, businesses will see good interaction with their brands, products, or services.
The appeal of apps
Apps are expected to begin replacing websites. Apps are more intuitive, convenient, and accessible. Retailers and product marketers are taking advantage of better engaging with content through apps. The best-known app program that offers rewards for gift card is Shopkick. For businesses looking to market their place on a customer’s mobile device, the app needs to be truly engaging by helping the customer and saving them time.
Mobile dominates over desktop
This year Google announced mobile has taken over desktop traffic in 10 different countries. Here are some stats on mobile online consumer use:
- 99.5% access content/information
- 63.1% access the Internet
- 62.1% access email
- 49.2% listen to music
- 46% play games
- 41% download apps
- 15% make purchases
- 15% read a book
As more consumers run local searches on mobile, advertisers are increasing spending on local mobile ad campaigns. eMarketer expects mobile to overtake desktop for U.S. search ad dollars this year, rising from $8.72 billion to $12.85 billion.
Optimizing information for Siri and Cortana
The rise of digital assistants will lead to a new kind of optimization. Businesses will need to ensure their business information is easily accessible to these assistants. Marketing leaders will need to reevaluate how to influence, market and sell. Digital assistants have the opportunity for an opt-in ‘pull-approach’ exchanging only relevant information for the purpose.
Living in a Virtual Reality
Dozens of various virtual reality devices are scheduled to release in the the few years. These will bring an entire new need to integrate to social media platforms. One of the major marketers uses of virtual reality is to provide customers with experiences convince them to physically visit a location or event. For example, earlier this year North Face unveiled a virtual reality experience in its Manhattan store. Viewers experienced rock climbing, hiking, and base-jumping with virtual reality. The goal was to interest shoppers about outdoor products and then for those customers to purchase the company’s products for their next outdoor adventure.
Wearable technology will pave new ground in 2016. These devices could change the landscape of local marketing and blur the lines of online marketing and “real” marketing. 20% of American adults own a wearable device and this is expected to rise over the next few years. A study by Jupiter Research projects that spending on wearable technology will near $19 billion by 2018. With this expected rise of this technology, marketers will need to adjust new marketing techniques to reach customers and prospective customers. It’s being named ‘convenience marketing.’ Wearable marketers will need to create an integrated experience over a whole network of wearable devices.