Digital marketing has over the last few years undergone a substantial transformation and created a wave of new possibilities for brands, writes Pratik Gupta, Co-founder of FoxyMoron.
2015 was arguably the year when digital became the ‘medium of choice’ for many advertisers in India. It was a game changing year that witnessed everything, from the use of smart technologies to the rise of new platforms such as Snapchat and WhatsApp, creating a wave of new possibilities for brands. With over a month into 2016 already, let’s look at the trends that can transform the digital space this year.
Simply getting your audience to view your content is half the battle won, the key to creating a lasting impression now relies on content that engages. Interactive content has become a key tactic in that battle and the demand for it will continue to grow. The amalgamation of content and technology is the crucial factor that will remarkably dominate the year. Brand association with content creators will reach greater heights in 2016.
Video is one of the fastest growing mediums and video content will continue to dominate digital in the coming year. New content distribution platforms will see an upsurge apart from YouTube which already hosts billions of videos. The popularity of visual storytelling will continue unabated.
Niche Social Platforms
Any digital marketer knows that you need to be where your audience is, and right now that means the newest social media platforms. Brands are starting to flock to new platforms such as Snapchat and Instagram for visibility. Some of them also ventured the live streaming space via mobile apps like Periscope and Meerkat. The promise of instant, real-time connections has made these platforms exciting for marketers as they search for new ways to keep audiences active. These niche platforms also offer relevant audiences that are more interactive and passionate. Judging by the way they have taken off in 2015, these new channels will continue to be a in this year too.
As real time bidding platforms soar, advertisers are now utilizing big data for micro targeting which is allowing them to get the most out of every single click that they pay for. Micro-targeting uses consumer data, analytics and demographics to better understand audiences and respond with targeted messaging and content that is personalized to their specific needs. As a result, we’re able to better engage consumers, build brand awareness and generate higher RoI. This trend of micro-targeting is only going to surge in the coming year as marketers become more open to adapting new technologies like Programmatic advertising.
Mobile and Apps
Audiences today are looking for easier ways to access information and mobile and apps are their chosen platform. In 2015, a significant number of web traffic moved to mobile. Also, Google released Mobilegeddon, a mobile-friendly algorithm that gives a boost to mobile-friendly pages its mobile search results. So investing in mobile responsive websites and application strategy will be vital for advertisers in 2016.
Internet of Things
Don’t be surprised to see more people wearing smart technologies. 2016 could likely mark the shift from early adoption into mainstream for such devices, meaning a new channel of accessibility for digital marketers. Everything we wear will soon be able to connect and communicate with the web. More and more brands will use augmented reality and wearable technologies in 2016, bringing the online and offline experience together.
It’s still early days but the rapid evolution of virtual reality and the big investment by players such as Google and Facebook are setting the stage for immersive marketing. Top companies have already begun to implement virtual reality into their marketing structures. Digital marketing with virtual reality can also incorporate many technologies that have been sitting on the shelf. VR devices will introduce an entire new medium of online advertising, with integration to popular social media platforms, video channels, and even forms of direct messaging. There are incredible opportunities available for virtual reality and marketing in the digital space and we’ll be witnessing some more in 2016.