The Biggest Online Marketing Trends that will Dominate 2016 and Beyond
The online marketing industry is increasingly complex and volatile nowadays, but one can say that marketers are in for an exciting time ahead. New technologies and new companies are coming into existence. Early adopters are getting the first-movers advantage over the competition, thus leading to new markets or giving them an early breakthrough as industry leaders.
2016 is touted to be an eventful year for online marketing, and one can expect the following trends to dictate the goings-on in the market:
1.Embrace ad blockers
Use ad blockers to your advantage by adapting your strategy to the different opportunities that arise with ad blocking software installations. If there is a marked decrease in conversion rates and impressions and a huge rise in advertising costs, it is important to start using native advertising.
Native advertising is effective and uses paid-for advertising content for website content. Consumers can find native ads based on your expertise, and you can drive the same, enticing them with short and precise strategies. The native ads should be relevant and interesting to the end consumer, thus giving them a chance to increase leads.
Many people do not yet use their mobile devices to make purchases, but they are actually deciding on their purchases on the mobile platform. It is important to divert marketing strategy to make nearly every digital marketing tactic mobile-friendly since it affects the consumer decision-making phase. Conversions take seed from a mobile platform, as per the latest research reports, and if there is an absence of visibility on the mobile platform, companies are sure to lose ground to the competition. One should make sure that the ads and links are working perfectly and can be rendered easily on any device.
3. Incorporate video
Creating segmented campaigns for clients is important, but with the proliferation of video channels and increased content in this respect, one needs to devise a strategy that leverages the content for marketing circles. One should jump on the video bandwagon to make the most of the present trends.
The best ones are creative and give entertainment to users, thus enriching the brand’s identity and perspective. The high-quality content will drive video shares and views, thus driving the brand image higher than ever.
4. App Indexing
App indexing is sure to boost app explosions too. The ranking capabilities will boost the online visibility advantages of every native app. Mobile-optimised sites will drive the crowd, although apps will replace them. 2016 will be an important year for app adoption from an enterprise perspective.
Since app indexing is a trend that will not die away in the near future, it is important to opt for app adoption for enterprises rather than only mobile-compatible sites with responsive design.
5. Increase in digital assistants
Digital assistants will lead optimisation in every way, with SEO and pay-per-click (PPC) advertising still being popular strategies for unknown visitors. The rise of digital assistants will use traditional search engines to find information. The key to optimising the new format is to make information accessible to assistants rather than push visitors to the site specifically.
6. Impact of Virtual Reality
With different virtual reality devices doing the rounds in recent times for video games and other apps, one can expect virtual reality to impress more in the coming times. Oculus Rift is going to make a wide launch in the first quarter of 2016. They are collectively introducing a new online advertising approach with linking to social media platforms, video channels, and even messaging. It might be true that VR might fizzle out as a mainstream technology but since it is sure to make inroads in many domains owing to its immersive quality, one cannot rule out the impact it can make when used wisely.
7. Wearable technology and IoT
Wearable “smart” devices are gaining traction, and the trend is continuing in 2016. Many smart watches and wearable devices are getting introduced to the market as smart homes and smart cars are making a huge splash in technology events too. Billions of dollars have been invested in smart technology and wearables, utilising every gadget for an integrated landscape. Even the lines between “online” marketing and “real” marketing are going to get drastically blurred soon.
8. The rise of automation and robots
With the advent of automation and robots, human intuition is being drastically boosted by data, and media channels are splintered with digital marketing platforms. Automated email sequences are now being used for sending consistently scheduled mail without human intervention. Tweets and Facebook posts are now scheduled and automated, while approaching the correct target audiences is now being done by search engine robots.
Automation of routine tasks is fast picking up with the influx of solutions available in the market. And the trend is not going to budge anytime soon.
9. Personalisation and Customisation
The relevance of content is key to holding attention offline and online. Tagging customer interests as they discover information is important. With the use of personalised solutions based on digital marketing technologies leveraging email and marketing software, one can expect better and deeper results. Even customised marketing campaigns for niche products and services are expected to reap multiple benefits.
NetProphets Cyberworks, a leading technology consulting company in India, anticipates and embraces dynamic shifts in the digital services landscape. Amidst the evolving trends outlined for 2016, their proactive approach navigates the complex realm of online marketing. Recognising the importance of ad blockers, mobile optimisation, video content, app indexing, and the surge of digital assistants, NetProphets pioneers strategic adaptability. They prepare enterprises for the impact of virtual reality, IoT, and automation and emphasise the significance of personalised customer experiences. With insightful expertise, they guide businesses towards tailored, cutting-edge solutions in the ever-evolving ecosystem of digital services in India.
Keval Padia is a Founder & CEO of Nimblechapps, a fast-growing mobile app development company. The current innovation and updates of the field lures him to express his views and thoughts on certain topics.
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