With 2015 coming to a close, smart marketers are already on their A game and planning for what’s to come in the New Year. Researching and creating a plan for 2016 before you close your computer and open the champagne will be sure to give you a competitive edge in next year.
Here’s what you need to consider to effectively take on 2016:
- The End Of An Era
A digital transformation is upon us, where ‘digital marketing’ will no longer exist. There is a bigger picture emerging where the use of digital media and technology is no longer separate from broad-spectrum marketing efforts. Digital is the consumer lens. The world is digital. Marketing is digital.
- Marketing Automation
According to 20% of marketing professionals, marketing automation will gain the most power of any marketing activity in 2016. Throughout November we’ve covered everything you need to know about marketing automation to ensure you are well equipped with the most popular marketing tools. To read more about transforming your marketing from manual to modern, see our previous articles, Transform Your Marketing from Manual to Modern and Choosing the Right Marketing Automation Platform.
(Smart Insights November 2015)
- Content Marketing
Unsurprisingly, content marketing will continue to grow in the year to come. It is already estimated that 50% of a marketer’s time is spent on content creation and delivery (smart insights). We recommend a strategic approach to content marketing to ensure the greatest ROI for your business. Creating a content plan according to monthly content themes and sharing various content types from infographics to videos will increase engagement. Read more about our content services.
- Real Time Marketing
Brands are already involved with the likes of Snapchat and have implemented it as a ‘standard marketing platform’. This is only the beginning of the real time communication customers are flocking towards. Real time interaction is the epitome of a connected brand-consumer relationship that successfully engages customers and often results in more than a one time buyer.
Furthermore, real time marketing analytics provided by marketing automation will unite all marketing behaviour. This will allow you to gain a better understanding of your buyer’s journey, implement richer lead scoring to increase your conversion rate.
- Proximity Marketing
Proximity marketing trends continue to bring a twist to in-store shopping in 2016. Trends to look out for include in-pocket phone beaconing where beacons tap into mobile devices in a pocket or purse and leverage location information and past behaviours to deliver personalised content on nearby in-store screens.
- Mobile Payments
The simplistic one click payment method first introduced with iTunes is continuing to grow as paying with your phone or watch is set to become a mainstream capability. With the release of the Apple watch earlier this year, American Express have already jumped on board with Apple pay, allowing customers to swipe their Apple Watch or phone at the checkout. This will expand to other card companies in the New Year.
Micropayment is not all Apple will be bringing to the table for 2016. The Apple Watch 2 is speculated to be released in 2016 with waterproofing, greater integration, a FaceTime camera and GPS, taking wearables far beyond fitness capabilities.
What else is on the cards for the future of marketing?
- Virtual Reality
The arrival of virtual reality (VR) in will allow companies to tap into next level digital technology, transforming storytelling and interaction. Companies who aren’t using video content are likely to see a drop in sales and be left behind by competitors.
Watch this space to see how the new marketing trends roll out in 2016.
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