Digital marketing in 2016 will be all about delivering on cross-channel, cross- devices and mapping different touch points of the complex customer journey.Following are the trends which will dominate Digital marketing space in 2016.
Mobile computing has reached an all-time high, capturing 50% of the total space.This rise has led to new opportunities in location marketing. According to SIM Partners proprietary research, 20 percent improvement in accuracy and reach of location resulted in traffic to increase up to 450 percent to location pages and on-page action conversion rates increase by 216 percent for enterprises.
There is no denying the fact that by unleashing relationship with data aggregators such as Localeze and publishers such as Apple and Foursquare location data can be amplified across the digital world. So Year 2016 is certainly going to be the year of location marketing.
Searchengineland has listed 6 trends which will shape location marketing in 2016, Read it here.
CPC For Mobile Advertising Will Increase
Searches done largely on mobile devices, all with higher-than-average purchase intent have tremendous value for advertisers, searchers The rise of targeted, localized, the high-value search will result in increased CPCs. Mobile SERP results are far more space-constricted. Local businesses will need to fight, scrape and “invest” in making sure their results are appearing early in the scroll in a mobile experience. This will, of course, mean CPCs for mobile should rise in 2016.
Social Networks: The New Place For Search
Search is moving beyond Google, Bing and Yahoo and onto social networks where search capabilities are expanding.
Pinterest jumped into the search engine game, expanding its search algorithm and incorporating “guided searches.” Pinterest isn’t the only one in the search game either; Facebook is already working on tests for its own search engine and Twitter is, once again, being indexed by Google so that public tweets are seen on both the micro-blogging network and the wider Internet.
Expanded search means that your business needs to invest in expanding your listings and start monitoring social more closely. Not only should your local businesses claim a social profile on every popular network (Facebook, Twitter, Google, Yelp and LinkedIn), but you also need to be Actively engaged with your customers.
Video’s As Means Of Advertising And Engagement
As marketing becomes more targeted and more immediate, live video streaming apps like Periscope and Meerkat will continue to gain ground. The value of small businesses is the personal relationships they forge and whether it’s offering a behind the scenes peek at how their business operates or what happened at the latest book signing or wine tasting, video streaming can build that customer connection in a really fun, engaging way.
Apps such as Periscope and Snapchat can support advertising and direct response at a national level. Dunkin’ Donuts recently included Snapchat as part of a promotion to celebrate National Coffee Day. Taco Bell used Periscope to promote a biscuit taco giveaway across its locations.
Mobile Payment Is The Flavour Of The Season
In 2015, nearly 15% of Starbucks customers already began paying for their daily latte fix with their mobile devices. As a whole, nearly 60% of consumers use their smartphone to pay, so that they receive some sort of reward or benefit from the business.
Consumer acceptance of mobile wallets, coupled with the widespread uptake of Apple Pay, has already inspired businesses such as Pep Boys to create compelling mobile wallet offers that increase foot traffic and sales.
As mobile technology becomes more affordable, mobile payments will continue to penetrate the market.
Wearable “smart” devices should start gaining more traction into 2016. 2015 saw the unveiling of the Apple Watch, a first-generation smart watch, but more smart watches and similar wearable devices should start emerging next year. Such devices will change the landscape of local marketing.This growth in “self-data,” which includes physical and emotional signals, is just starting to be used for brand messaging and targeting. This data is also extending the ability of neuroscience market research to move beyond panels and studies to quantitative data. Marketers will need to keep in mind that we buy wearables because we want to know ourselves and not because we want advertising. We want recommendations for us – reminders for what we need to do, what we may have forgotten or a nudge to ensure we are staying healthy.
Business Insider predicted that beacons would directly influence $4 billion in in-store sales in the United States in 2015, a figure that would increase by tenfold in 2016.Advances in beacon technology and a growth in marketer awareness will make it a solution that early adopters or new marketers incorporate in their 2016 plans.
But early adopters are already discovering the drawbacks of beacons, which include limited range and high maintenance, especially for brands with hundreds and thousands of locations.
In 2016, brands will take a more measured approach toward beacon adoption as they weigh other options to generate in-store traffic and sales, including GPS and emerging technologies such as the IndoorAtlas indoor positioning system (IPS), which relies on a building’s “magnetic signature” to help shoppers locate products and other people inside large buildings such as shopping malls.
These seven trends aren’t the only ones that will emerge over the course of the next year, but they will be some of the most significant. There’s no guarantee exactly when or how these trends will manifest, as much of that is driven by consumer adoption, but it’s worth hedging your bets in at least a few of these tent pole technologies and strategies. The earlier you start, the more time you’ll have to adjust and reap the full benefits of your forward-thinking campaign.
For more update and latest news on Digital marketing, SEO, Mobile Marketing, Content marketing, & Social Strategy keep watching this space