Advancements in technology can impact many aspects of a business, but it especially affects how a company markets itself.
As the digital world evolves and social networking becomes more ubiquitous, it is no surprise that business owners must adapt to these changes in order to successfully market their company and have a leg-up on the competition.
Several articles have been published to provide insight on how the marketing world plans to expand in 2016. We sifted through these lists and here are some of our favorites:
7 Online Marketing Tips & Trends for 2016:
1. Video ads will start dominating
Have you noticed thumbnail videos appearing in your search results on Bing and in Facebook? These are called in-SERP video ads and they are expected to dominate the internet marketing world in 2016. So many online platforms are using this media already and this year Google will be signing on to the trend too.
What does this mean to the consumer? It means video ads will be included on the Google search results page instead of text-only and image-based ads. They look like thumbnails that can be auto-played and expand when clicked.
What does this mean for the entrepreneur? You are now able to push your information out to a target audience in a much more engaging way which will mean more clicks, more opt-ins, and more sales!
To find out more about how this works, click here.
(Taken from Forbes: The Top 7 Online Marketing Trends That Will Dominate 2016)
2. Real-Time Storytelling Via Live-Stream Social
Meerkat and Periscope are social media platforms that allow you to live-stream video and interact with your viewers. They are the perfect combination of social media and video that digital marketers have been looking for. Periscope made its debut in 2015, but we expect the platform to explode this year.
What does this mean to the entrepreneur? Live stream video platforms like these allow brands to do sneak peeks, product presentations, celebrity takeovers, live question-and-answer sessions, behind-the-scenes footage, contests, and much more.
(Taken from Forbes 5 Visual Marketing Trends That Will Dominate 2016)
3. Ephemeral Marketing
In a world where people have minimal time, the “less is more” approach (also known as ephemeral marketing) is the best choice. Snapchat provides information that is bite-sized and concise. It began as a video messaging app and is already moving into the space of a “standard marketing platform.” With over 100 million daily active users and 400 million snaps per day, Snapchat is one of the fastest-growing social networks. This platform provides a unique opportunity for companies to reach their potential target market and interact with them in creative ways. Brands such as BuzzFeed, CNN, and National Geographic already use Snapchat as their social networking platform of choice.
What does this mean for the entrepreneur? It means you can increase brand awareness by providing short bursts of content that engages and excites audiences. For example a company can produce “snap stories” that provide access to live events, offer promo codes, ask audiences to snap a pic while holding your product, etc. The possibilities are endless!
Learn more about marketing your business with ephemeral marketing here.
(Taken from Hubspot 7 Game-Changing Marketing Trends To Tackle in 2016)
4. Interactive content
Blog posts, white papers, infographics, videos and reports were considered cutting edge content in 2003, but this kind of static material won’t cut it in 2016. We live in a fast-paced, digital world and people are in constant need of external stimulation. Multiple forms of sensory input are needed to maintain attention.
What does this mean for the entrepreneur? It means your 2016 content plan should include interactive assessments, calculators, trainings and games to keep people clicking, pressing, swiping and sharing information with you that you can use in your sales processes.
(Taken from Entrepreneur.com Top 10 Customer-Centric Marketing Trends for 2016)
5. Marketers will have to think mobile-first
Have you ever pulled up a website on your iPhone browser and find that the page is completely distorted? Formatting issues aren’t the only reason why you must think mobile first when creating a website or promoting your brand. Mobile devices are empowering consumers by allowing them to engage and interact on their own terms. This creates a fundamental change in the relationship between brands and consumers and because of this marketers need to rethink how they plan to communicate. Mobile is one of the fastest-growing media channels in history. In the past five years alone, mobile has gone from an emerging trend to the new normal.
What does this mean for the entrepreneur? It means you must plan a website strategically so that it is compatible on all platforms. It also means you need to create a comprehensive plan for engaging and connecting with consumers.
(Taken from Marketing Dive.com 10 digital marketing trends to watch in 2016 and beyond)
6. Increased advertising investment
Over the past few years online marketing has become more competitive, a trend that will continue to rise in the new year. Companies are expected to spend an extra $10 million on all areas of digital marketing than they did in previous years. Although spending more on ads isn’t the only up-and-coming trend of 2016, it will likely create the most impact.
What does this mean for the entrepreneur? This means more competition in the market place. Companies should budget for advertising expenses (even if it is just a small amount on Google Ad Words) or, if there is already a budget in place, consider increasing it. To succeed in business you must be able to adjust to market trends, not fight against them.
(Taken from Entrepreneur.com 7 Digital Marketing Trends to Watch Out for 2016)
7. Mobile Payment Growth
As systems like Amex and Apple Pay grow, and more commercial institutions accept mobile payment, the number of people in the US using their phones to pay for things is going to climb. Almost 60% of consumers use their smartphone to make payments and eMarketer forecasts 210% growth in the total value of mobile payment transactions in 2016.
What does this mean for the entrepreneur? Even if you are on a budget, start looking into different mobile payment platforms for the future. If customers can buy your products or services online, make sure your site has a mobile version that allows them to complete their transactions via their mobile device.
(Taken from Bizjournals.com 5 marketing trends for small businesses in 2016)
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