Tis’ the season for lists! Christmas lists, lengthy grocery lists for holiday gatherings, itineraries for holiday travel. If you’re a marketer, surely you’re poised for the onslaught of ‘2016 trends to watch,’ lists, popping up all over our favorite blogs, periodicals, and websites; Top digital marketing trends to watch in 2016, 5 Marketing tactics that will make or break your company in 2016, 7 Digital marketing tactics you need to master in 2016. So, to ease your burden, we’ve read most of them for you - and prepared a snap-shot of the most popular from the list of lists. Here are the Top 10 digital trends and tactics to plan for in 2016.
1) Social Media - From Ugly Duckling to Swan
With a number of alliances between Google and big social media players (read: Facebook and Twitter) it’s no wonder marketers are starting to head the social call. The product of these marriages will increase the importance of a company's social media presence. Bloomberg was quoted saying, “[tweets] will start to be visible in Google’s search results as soon as they are posted.” It doesn’t seem likely that Google will slow down forging more partnerships with leading social platforms. The result? Allowing social results to influence search engine results!
Next, if you haven’t experienced the upgraded targeting ad features on Facebook, take the time to get acquainted now. The retargeting and integrations within Facebook Ad’s manager are powerful data driven features that have marketers excited. Serve ads based on retargeting, custom lists, actions, behaviors, page visits ... the list goes on.
Lastly, social media has become one of the number one place customers go to thank (or complain). The highly transparent and public nature of social media makes users feel like they’ve ‘cut to the front of the line’. If you’re not hearing their complaints (or accolades) and acting accordingly, you can be certain other people are.
So what should you do? Tweet. Be active, transparent, human and timely across social channels. Allow people to know what you’re up to - build brand trust and intrigue. Invest in your Facebook content and strategies, and get social listening tools so your customer service team can be a part of (and control of) the ‘social goings on’ of your company.
Recommended class: Using Social Media to Create Engagement by Kevin Popovic - Founder of Ideahaus
2) Now You See It, Now You Don’t - The Rise of Ephemeral Marketing
Sometimes termed ‘temporary social media’ - Snapchat is leading the way in ephemeral marketing. Snapchat is useful for generating excitement around a new product or feature, or driving specific marketing actions, such as promos or discounts. Many companies (Food Network, Vice, BuzzFeed, Mashable, Cosmo, ESPN, to name a few) are capitalizing on the younger generation, aka millennials, who flock to Snapchat where they can consume content that feels ‘straight to the point’ and, where they can access ‘limited access content’, that is content with an expiration date - read as: exclusive.
Recommended class: Trending Social Apps: Pinterest, Vine and Snapchat by Kelsey Jones owner of MoxieDot
3) Content Remains King
Think content is only used to strengthen SERs? While that is absolutely one of the key reasons you should be creating regular, original, relevant, brand enhancing and engaging quality content, check out these statistics that tell a compelling story about the other important roles content plays.
- 90% of customers find custom content useful while 78% believe that companies with custom content are interested in building positive relationships
- Content marketing costs less than traditional marketing, 62% less per lead, to be exact
Content builds brand trust and loyalty, and helps define you as an expert in your field. If you don’t yet have brand advocates upping your credibility, you’ll have to be the one to do that - and one of the best ways you can accomplish this is with content. In 2016, if you don’t have the budget or resources to create a robust brand advocacy strategy, think about getting influencers on board to help tell your story. It comes down to this, if you’re not doing it, your competitors are, and as content and consumption becomes a larger part of the buyer's journey, if you’re not making noise with your content, you’re getting drowned out by the noise of others.
Recommended class: Content Marketing for Social Media by Neal Schaffer, Founder of Maximize Social Business
4) Location Based Marketing Technology
Location based marketing is particularly important if your company regularly hosts events. Through the use of fancy tech (Radio Frequency Identification - RFID) marketers can utilize wearables, applications, or even cards with a unique RFID identifier, to amplify social sharing by creating a seamless and integrated consumption and sharing experience.
Although a lot of the freshest and coolest location based marketing is geared towards events, location based marketing isn’t just for event marketers. Other location based services and technologies have been created to locate nearby devices that can detect prospects at the time of engagement with a particular product or retail establishment.
Minority Report? Anyone?
5) Relationship Marketing
This boils down to creating loyalists (brand advocates) instead of focusing on quick, short-term sales and aquisition. The focus is on long lasting customer relationships. Those companies that do this well are the envy of many, having created an ecosystem where customers are creating brand awareness that feels organic, authentic and credible.
Coca-Cola kills it when it comes to relationship marketing. This is one of my favorites (of hundreds) of relationship campaigns they’ve run all over the world.
Coca-Cola caps as currency - genius. Not to mention, this one’s a real tear jerker.
Recommended class: Improve Relationship Marketing Using Social Media by Brian Basilico, owner of B2B Interactive Marketing, Inc.
6) Marketing Automation
Marketing automation has become increasingly necessary as more and more companies are understanding the importance of content and leveraging content as a leading tactic for led gen. Automation tools make it easier to manage everything from blogging to the customer/prospect lifecycle. Curious about what tools are out there? Check out this list of The Top 50 Marketing Automation Tools and Apps.
Recommended Class: Marketing Automation Best Practices for Success by Carlos Hidalgo
7) Virtual Reality
Virtual reality will emerge, and has the potential to change the way we tell stories. Obviously we expect 3D to take off first in the game industry, however, the benefits this tech add to the customer journey are intriguing. Imagine taking your next car out for a test drive or taking a tour of a potential vacation home, without leaving the comfort of your own living room? As personalization continues to be top priority, savvy marketers will find ways to bring their products and stories to life. Whether this will be a massive game changer remains to be seen, but with billions of dollars of funding around, it surely will be entertaining to watch it all unfold.
8) Wearables and the Internet of Things
What has felt like a slow and steady burn for wearable tech popularity in 2015, will likely continue into 2016. What this means for marketers is even more opportunity for targeted marketing, data and behavior driven marketing. It also means you may be making marketing choices based on the day-to-day behaviors of your potential consumers. Wearables will also change the way people share content, so the whole social landscape will shift accordingly, plus more wearable tech means less dependence on RFID’s or ibeacons for geo-location marketing efforts.
9) Video or Bust
Did you know that YouTube is the second largest search engine after Google? The number of searches on YouTube tops Bing, Y!, Ask.com, and AOL combined. YouTube also boasts an audience reach of more US adults ages 18-34 than any other cable network. Makes you squirm a little thinking about all the search you’re missing out on - doesn’t it? Live streaming takes video to a new level entirely. With ephemeral marketing gaining popularity, anyone with a smartphone can capture ‘exclusive’ content. In 2016 make sure you’re exploring snapchat, periscope, and Facebook and seeing where you can incorporate live streaming into your marketing strategies as well as planning for a YouTube presence if you don’t already have one. Check out this article for examples of these 8 brands live stream video for innovative marketing.
10) Optimized for Mobile
At this point, mobile and responsive websites should be a no brainer. For the past few years, we’ve been sprinting towards mobile dominating desktop, and we’ve passed it. Mobile has officially passed desktop browsing. What does this mean for you? In 2016, a mobile-optimized site will be an acceptable placeholder for an app, but not for long. An app can (read: should) do everything your website can do, just in a more accessible, intuitive and convenient way. Not to mention, an app is both touch screen (read: less barriers to clicks) and is a advertisement/reminder of your product that goes with your user everywhere they go. Talk about location based marketing 😉 2016 is the year to create a plan and market strategy for your app, get familiar with the latest app indexing best practices, and get an app to market, that for all intents and purposes, could replace your website.
Which trends and strategies do you think will dominate 2016? We’d love to hear from you. Don’t forget to share!