We all know there is no predicting the future, especially when it comes to marketing. Even with all the planning in the world, unexpected results still occur. With 2016 very much upon us, we are seeing a few trends in Digital Marketing which are worth paying attention to:
1. Content Marketing
Content marketing has been a powerful way to tell a brand's story online for some time now. The power of emotionally connecting with customers isn't going anywhere, however the presentation is changing slightly. The written word in forms of website copy, blog posts and other digital content pieces, are moving towards being shorter and sweeter. Less words with greater impact. People are moving faster than ever before and to stand out amongst the plethora of other information online requires more impactful content requiring less time to consume.
Content presented in video form is on the rise, especially with Facebook's new Live Streaming capabilities rolling out now. Additionally, Twitter's Periscope app has been growing and we're seeing a lot of business using it for product demos, Q&A's with customers and to build community.
2. Mobile Marketing
Most of us are becoming more and more tethered to our smart phones to the point that the number one place where information is consumed is in the bathroom. No matter if you agree with this or not, mobile marketing is becoming more and more important. Companies need to make sure their brand experiences can travel with their consumers. This starts with having a mobile optimized website. There are no more excuses, if you don't have one, you can bet a lot of your mobile traffic falls off because people are looking for information or to purchase right away and are tried of expanding and contracting screens. Many customers are looking for product information or store information on their mobile phones prior to an in-store purchase. Make this experience worth their while.
3. Data and Conversion Rates
The great thing about Digital Marketing is that it is all trackable. There is data behind everything you do. It can also be the piece of the puzzle we neglect because there just isn't enough time. Looking at the data, specifically what is driving conversion rates will save you time in the long run. Be specific about what is driving the results and what isn't. Leave behind what isn't performing as well and keep doing, and improving, what is performing the best. Use your data to your advantage.
4. Social Media
Social media is a tool most of us are using in one form or another. When it comes to driving messaging and meeting company goals, social media is a way to support all 3 items mentioned above. Again, we're seeing the increased use of video on many platforms as well as powerful imagery helping to capture the most conversions.
We're looking forward to 2016 and all the marketing advances that may happen within digital. Are there any other trends you are seeing for 2016?
Charlotte Chipperfield, Founder & CEO