This is 2016. We are in a very proper time to align marketing strategies to customer preferences.
Entrepreneurs, as well as advertisers, are constantly looking for information about the latest trends in the advertising market in order to reach their customers in a more direct and efficient way. This trend becomes even more relevant when the time comes to design marketing strategies. 2015 was a transitional year, but in 2016 major changes are expected with many opportunities for companies to take their business to the next level.
Let’s take a look at some of what’s to come in the rest of this year:
1. Attractive content directed to the right person
For years, people have been talking about the fact that “content is king” and that it is essential for marketing strategies to be truly successful. However, only publishing quality information is not enough. Therefore, marketers have begun using technologies such as segmentation based on hard data (Big Data) that help them identify users with a certain set of characteristics and within a specific place. This allows them to deliver the right message to the right people at the right time, and it has become one of the most effective ways to reach the target audience, thus achieving visibility and increasing engagement.
2. Synergy through multiple touchpoints
Users have diversified their ways to communicate and be informed. Therefore, the media mix to reach the customer is more complex than ever and it includes social networks, search engines, online video, streaming music services, gaming, and websites, in addition to traditional media. The content, returns, once again, to play a major role, which is why communication should be aligned among all of these means, and in turn, it must be adapted to each of them and their specific characteristics.
3. Content in motion
We can safely state that 2015 was the year of mobile devices due to their unstoppable growth in both number of users and the increased consumption of diverse contents.
In 2016, with the current technological conditions, the smartphone represents an excellent opportunity to reach consumers right at the time of purchase, because that is precisely the device, par excellence, through which consumers interact, almost permanently.
4. Online video ads will be the fastest growing format
It is well known that a picture is worth a thousand words, and this also applies to video advertising through mobile devices, which will increase at the same time as video consumption takes place with these, accounting for 60% of all mobile traffic. The consumption of video content is demanded by mobile users thanks to the development of more advanced technology and infrastructure; higher transmission speeds, greater coverage, better quality screens on devices, new applications, and so on. Even classic applications that used to work with text or images have only just been adapted to allow users to share experiences on video. In this way, this format has turned into a favorite among of users.
5. Header bidding
This is another one of the industry’s major transformations. Also known as a pre-bid, it is an advanced programming technique in which publishers offer multiple ad exchange inventory simultaneously before querying their ad servers. By allowing multiple sources to bid on the same inventory, publishers increase their performance and earn more money. This method became more relevant towards the second half of 2015 and it even became valid even in the world of mobile apps.
6. Smart TVs with greater protagonism
People are increasingly connected and this also applies when it comes to watching TV. Gone are the days when users sat passively in front of their TV to consume content. Today, people actively select what they want and what they don’t want to see, providing new possibilities for the field of advertising: thanks to on-demand content, advertisers can sell contents related to the shows that users are watching, with a specific targeting in mind.
E-commerce has reached very high growth rates, where more and more Internet users choose to shop online, in order not to miss the ever popular discount seasons, avoid wasting their time by going to physical stores and having to wait on endless queues to pay. And the mobile commerce continues to drive this growth because users continue to mature and adopt this method of purchase as a natural one. Businesses, understanding this, increasingly make access to this modality even easier. Online stores will be a practical sales channel which is safe for consumers, helping the numbers to grow up to 79% by the end of the year.
8. Vertical video
The vertical video format challenges old marketers thanks mostly to millennials and mainly post-millennials, for whom video on their mobile devices makes more sense vertically -since that’s the way in which they usually hold their phone- that horizontally. This video mode is moving steadily and it’s expected to be officially recognized by the year’s end, making vertical advertising formats, which have existed since 2015, take the center stage in the plans of brands when it comes to communicate their services and products.