At the beginning of each New Year, companies have a lot of interest in predictions for the year ahead and the latest marketing trends. As we near the end of the first month of 2016, the interest increases.
To better understand this trends, it is important to take in account the trends in consumer purchase behavior. First, there is an increasing complexity of the purchase decision. Before buying anything important, the buyers tend to research during a period of 35 days. It averaged 9 visits to 5 different websites amounting to 34 minutes in total. The influence of online channels is clear with 82% of purchasers researching online against 4% using offline only. And then we are experiencing an increasing mobile usage. This year we have also seen a continued strong growth in mobile use. So, unsurprisingly, the use of mobile marketing will continue to be one of key trends to follow in 2016.
There are still a few questions surrounding some trends, but this is a wonderful guide that certainly may help your digital marketing, without the use of unnecessary extra budget. Check out the trends!
Search and e-commerce will go beyond Google to Facebook and Twitter. Take a step back and think about that headline for a second. How great would be if you could just buy products through a messaging app directly on Facebook? What is even more amazing is you can use it to your advantage for your customers/clients. At the moment Facebook is working on a test for their own search engine, which will result in stronger search capabilities within social media. Brands will also get an automatic boost with these search capabilities. But what is really tingling our excitement is the Businesses on Messenger launch. Companies will be able to interact with customers through Facebook’s messenger app. In return consumers will be able to buy online through the app, receive order notifications via instant messaging, tell their friends about their purchases and share what they bought, all without having to go to the e-commerce site they want to buy from.
Snapchat: Advertisements with an expiration date. Snapchat took the social media world by storm. It was embraced by the digitally savvy users and thousands, more like millions of photos, videos and drawings are sent monthly. It was a ‘given’ that brands and businesses would start embracing the app as well. If you have never heard of Snapchat, it is a video and photo messaging app that allows users to take pictures, record videos, add text to images and send them to one of their contacts. Very few brands have used Snapchat as a marketing medium, but in 2016 you won’t be able to ignore it. The hook is the time limit to content and the expiration date. You can create integrated marketing campaigns that offer exclusive content to the younger generation, which is quite difficult to do. Create teasers for upcoming products/services either with photos or videos that only exist for a few seconds. This creates an exclusivity to your campaigns, which users love.
Real time marketing is becoming more and more popular, and companies need to create platforms which allows users to be a part of the experience.
Take advantage on the merge between healthy living and wearable technology. The rise of digital tools and technology use among consumers is having a major impact on healthy living. Consumers are showing more independence on digital platforms than ever before. People are searching for health related information and making decisions related to their own health. We as digital marketers should take advantage of that. Integrate this need for being healthy with wearable technology or apps. Give consumers the answers they are looking for. A lot of businesses have started already. And out of all this effort and creativity there is even more. Data will be generated from these technologies, which can be used to retarget consumers.
Letting your costumers being the marketers of your brand. If your buddy tells you how awesome this new product is he bought, then you will 95% of the time believe him. You might want to try it yourself, because your friend tried it. Brands should use and share their customers’ experiences as content. Let your target audience market your brand for you and use platforms such as Youtube, Pinterest, Instagram, Meerkat and Periscope as your marketing channels.
Instagram took a need and turned it into a super successful business. The society we live in today thrives on visual stimulation and Instagram just feeds that need to share your life and your experiences with the world. It was only a matter of time when the big heads at corporate would use it to their advantage, and it is already happening at a small scale.