2016 is proving to be an interesting year for digital marketing and social media. Last year, we saw a number of key developments in the online world, including the launch of the Apple Watch, big advancements in mobile optimisation and a notable rise in the viewing of online videos - now the digital marketing world is learning to adapt to these new technologies and thrive in the new online environment they have created.
Here are five of the biggest digital marketing trends in 2016:
Mobile over desktop
Selling on social
Online content is becoming increasingly personalised in 2016, and digital marketing campaigns can harness this to great advantage. Personalisation ensures that digital marketing content is always relevant to the individual, and social media makes it much easier to personalise marketing and target advertising towards individuals. By using a social media platform such as Facebook, you can define your target audience using factors such as age, gender, location, even relationship status, and direct your messaging towards them.
Video is hugely popular on social media sites and video advertising has great reach and potential for digital marketers in 2016. YouTube is one of the most visited websites in the world and, at the end of 2015, Facebook was getting 8 billion video views per day. Presenting information through videos is therefore a great way of expanding your reach and gaining new audiences. One way in which this can be harnessed by a digital marketing campaign, is by creating a video to explain a business or idea in just a few seconds.
Last year Google announced that mobile traffic had increased and overtaken desktop traffic in ten countries. It also began to phase out sites which had not been optimised for mobiles, which has naturally led to a surge in mobile optimisation in 2016. Social media is increasingly being used via mobile rather than desktop sites, and this means that users can be reached throughout their daily lives, no matter where they are.
Wearable devices, such as smart watches and fitness trackers, are rising in popularity and changing the landscape of digital marketing. Users are now able to view social media content without even having to take their phone out of their pocket or bag. These devices have the potential to track not only fitness levels, but also other factors such as their users’ stress levels. This will help digital marketers target content based on users’ physical wellbeing and emotions, and is a key trend to watch out for.
There has been a rise in the number of social media sites which allow advertisers to sell via their platforms. Facebook, Instagram and Pinterest have all introduced a ‘Buy now’ button, which allows users to buy without having to leave the webpage or app, and it is likely that other social media platforms will follow suit and introduce this feature. If you're a digital marketer, blogger or really active on social media, start creating your own branded merchandise, start simple with customised phone cases and continue from there! For digital marketers this will make the marketing process more streamlined and increase conversions.