15 Digital Marketing Trends in 2016 to Boost Your Strategy
Digital marketing is an impulsive, erratic, and volatile industry. The moment you catch the tiger by the tail, there’s a new tiger whose fugacious tail requires catching. Managing to stay on top, let alone getting out in front of digital marketing trends, can be a challenge for even the best and brightest.
Here’s a recap of a recent post from the Jeffbullas blog, covering a number of prevalent marketing tactics for staying ahead your competiton in 2016.
1.ROI is the metric that matters
For all the want of digital and social return on investment, many marketers still cling to “vanity metrics” such as Facebook “likes” that tend to accomplish more in terms of organisational flattery than they do in helping an organisation understand how its digital campaigns are impacting its mission and target audiences. So, it’s time to take the focus off vanity metrics and focus on what matters. Return on investment.
2.Digital assets are rising in importance
Your digital assets will now continuously add value to your business’s authority on the market via Google, and all social media networks. As soon as it goes online, it’s there to stay. That’s why you should prioritise the digital assets within your reach.
Firstly, you can do that by enriching and broadening your website’s reach. Make sure that your website’s blog is polished and modelled to fit the “needs” and “wants” of your customer base, and that your content is always refreshing, engaging and valuable to its readers. Your rank on search engines and in the online community is built around your brand, via social media, and is also a key factor in optimizing your digital assets for a global reach that’s sustainable in the long run.
Globalisation is a huge opportunity. You have to consider the aspects of globalisation in regards to two factors: your competition and your client base. They are both expanding, and they no longer give you the comfort of thinking on a local-level. Small thinking needs to be discarded. The world now can be reached with a tweet, an email or a blog post that is shared on social.
4.User generated content is valuable
If you’ve invested in creating a customer base that acts as a community which supports and advertises your brand, then you’ve already created the stepping stones of a valuable source of content, which is bound to reach other potential clients.
For instance, Coca Cola decided to re-invent and pivot its marketing philosophy from creative excellence to content marketing excellence when it discovered the essential truth about the digital world – that your brand’s fans will give your business a genuine customer-focused look.
5.Embracing automation and optimisation
Although content creation remains an art, many other aspects of marketing can now be automated and optimized to ease some processes that until now seemed like an indispensible hassle. Examples include: emails, from a simple sign-up, all the way to purchasing, social media posts, and paid digital marketing. All these time-sensitive and data-reliant processes can now be automated, scheduled and optimised to keep things working smoothly, with minimum human intervention.
6.Email lists are the “evergreen” element of marketing strategy
Although communication has long crossed the boundaries of the email, it is still the only globally-accepted business contact channel. And specialists have no restraints in approximating at least 3 decades of prosperous shelf-life for this versatile communication tool. An email list is still considered to be a marketer’s treasure chest, for both leads and sales.
7.Pinpoint your target audience’s demands
The most efficient way of engaging users, encouraging email subscriptions and getting customers to always come back for more is to directly address topics that the audience wants to read about. A large number of digital marketing technologies, including highly-effective software, can help pinpoint the demands of audience, allowing you to easily customise the content, creating a match made in heaven.
8.The data expert is a vital component
Your business no longer has to rely on the tendencies of the market and the intuition of a marketer. A data expert will help you identify exactly how your audience responds to your actions, and it does so via automated processes which don’t require heaps of time or labour. This gives you the chance to focus on adding value to the type of content that your fan base responds to best.
9.Focus on what mobile can help you achieve
By just taking a look at Facebook’s revenue, out of which 75% comes from mobile-based advertising, it’s easy to tell that an optimised mobile-user focused marketing campaign is your best bet in being efficient in 2016. The challenged posed by this trend is that you have to pick your battles, since a mobile device won’t allow you the freedom that the web has accustomed you to. You’ll need an efficient was of collection email leads, reader and mobile friendly content, on-display contact information, and an extremely easy-to find CTA (call to action).
10.Use digital platforms for professional results
Because technology is now available to all, its costs have lowered down to the point where businesses of all sizes have access to professional software that makes digital marketing automation a walk in the park, once you’ve mastered the ins and outs of software such as: Infusionsoft, Ontraport, Hubspot and other digital platforms.
11.Paid social media advertising is essential
If social media started out as being a free-advertising outlet for businesses, it’s no longer that way. Organic searches via Facebook will nowadays get you nothing, so you need to spend money in order to make money, regardless of which social media platform we’re talking about. The key in paid social media advertising is to analyse data after a campaign, and get a clear view of your return on investment. Spending
$200 to gain $50 isn’t a viable deal. That’s why data and stats should be closely monitored.
12.Influencers can help you grow beyond your reach
Sponsored content and online influencers have become a huge part of the marketing strategy of many popular brands. And this marketing technique goes from stars wearing your clothes, to YouTubers reviewing your products, or bloggers using their reputation and broad reach to give you worldwide access to potential clients.
This type of investment has proved itself to be extremely efficient, especially when the influencers have a very well outlined reader-audience.
13.Reality is enhanced using virtual-augmentation
Virtual reality has already been integrated into the market by big-time investors, such as Google, Facebook and Microsoft. This means that the baby steps towards a new dimension of communication, and consequently a new era of marketing, have already been taken.
14.Wearable technology becomes a bigger part of our lifestyles
As soon as the market became mobile-dominated, marketers have started to work on the next tech-trend, and Apple watches and augmented-reality glasses are the best examples of technology getting more and more integrated into our lifestyle.
Technology becomes wearable, and communication tends to go further and further into the unexpected.
15.Mobile apps for the win
With app developers improving the technology behind the process of building responsive and customer-focused apps, the price of creating an app that helps you reach customers mobile-users has dropped significantly. There’s no reason to not have an app, and there are plenty of reasons why an app is a must-have in this mobile-dominated market, regardless of your business’s size.