Top 10 digital marketing trends in 2016

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Top 10 Digital Marketing Trends in 2016

Top 10 Digital Marketing Trends in 2016

The only constant in the world of digital marketing is change.

Produced by Living OnlineAuthored by Oliver Jenkinson (consultant) & Marko Pitesa (consultant)www.livingonline.com.au

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Top 10 Digital Marketing Trends in 2016

2016 is a year of remarkable opportunity for those who choose to embrace this change. It will also mark the end of the road for those who refuse to adapt.

Read on to find out whats hot in digital marketing right now so you can position yourself for success.www.livingonline.com.au

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1. Digital Advertising

The increase in ad demand has been driving up ad prices. In ourlast post, we went into detail about how Google has recently reduced its number of available ad spots.

Googles sudden move has caused the price of ads to surge both a benefit to Googles bank account and a new challenge for SEM optimisation.www.livingonline.com.au

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1. Digital Advertising Real-time Bidding

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1. Digital Advertising ProgrammaticTaking one step further in the algorithmic classroom, programmatic isconsideredas digital marketings saviour by some. Programmatic is a technology permitting advertisers to automatically target their desired audience using metrics obtained using complex algorithms. Programmatic can be referred to using the following terms:

Programmatic;Direct,Guaranteed,Premium, andReservedwww.livingonline.com.au

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2. Mobilegeddon Mobile is king. Long live mobile! Every credible source for marketing information agrees that the mobile web will continue togrow. Ciscothinksthat that global mobile traffic will increase eightfold between 2015 and 2020, reaching 20.6 exabytes. That is why a mobile-first mentality is at the core of new developments across the digital world.www.livingonline.com.au

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2. Mobilegeddon Mobile advertising, site development and the app-worldIn 2013 80% of mobile device time [was] spent on apps. Fast forward to 2016, and this will bring with it a string of opportunities and challenges for digital marketers that will draw on an adaptive approach to advertising, promotion, optimisation and UX.www.livingonline.com.au

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3. Digital vs Traditional MarketingMobile advertising, site development and the app-worldIn the post-digital world, were less likely to see digital as a standalone activity. Both traditional and digital marketing will be fully integrated, falling under the umbrella of marketing. In order to promote this new culture,Amanda Rendle the global head of marketing at HSBC has gone as far as banning the use of the term digital in her team. www.livingonline.com.au

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4. Content MarketingContent marketing is here to stay.www.livingonline.com.au

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5. Data-Driven MarketingAnalytics and Big Data.Big Data (including market and customer insight and predictive analytics)

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6. Social MediaMore ads between your friends postsNatural language processingwww.livingonline.com.au

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7. The rise of ultra-personalised marketing

Source: insight.venturebeat.comwww.livingonline.com.au

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8. Connectivity and AutomationInternet of Things (IoT)Tied in with big data, the application of marketing to the internet of things (IoT) is focused heavily on data gathering and real-time analysis.Technology companies dealing with sophisticated and integrated networks will be the first to truly benefit, though the capabilities of IoT will soon drip feed into the lives of everyday marketers. How? Were not yet sure, but Marketo suggests that 51% of the worlds top global marketers expect IoT will revolutionize the marketing landscape by 2020.

Marketing AutomationAutomation is the progressive and now happening next step in digital marketing. Again, stemmed from previously industrial applicability, marketing automation has been embedded in the core aspects of all modern businesses to-date.With more than 49% of companiesalready usingmarketing automation technology, the number of organisations making some level of automation a part of their strategy will likely rise to become a staple in every marketers arsenal.www.livingonline.com.au

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9. New search enginesSearch EnginesGoogles reign over the digital realm will continue for the foreseeable future. What will change is where people go for niche searches, whereby the engine provides something that Google doesnt.

Vertical Search Engines and AggregatorsMuch like Google, DuckDuckGo, Bing, Yahoo and the rest; independent and 3rd party supported vertical search engines (VSE) and aggregators are fast becoming the preferred search intermediaries for information. Search Engine Watch pitches a rather vexatious opinion that Googles reoccurring modifications willdisruptusers loyalty, turning searchers to source other vessels of information.www.livingonline.com.au

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10. Technology/ScienceCognitive technologyDeloittepredictsthat by the end of 2016, more than 80 of the worlds 100 largest enterprise software companies (by revenue) will have integrated cognitive technologies into their products, a 25 per cent increase on 2015. By 2020, Deloitte expects about 95 per cent of the top 100 will have done so. For marketers, this will open up new advertising channels such as marketing through learning and experience.

WearablesThe wearable tech industry will treble inside the next five years with a whopping 245 million devices expected to ship in 2019. With integrated, user-interfaced, connected products, comes tasty opportunities for marketers. As Erick Schonfeld, executive producer of DEMO states, if its Fitbits and Nike Fuel bands, wearable tech is already hitting the mainstream today.www.livingonline.com.au

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Thats a wrapBeing on top of the latest trends is a good way to gain the competitive edge; but being ahead of the trend is a great way to become a market leader.

Steve Jobs didnt copy Bill Gates; he revolutionised the idea.

Facebook didnt mimic MSN messenger; it massively usurped it.

Google didnt become the search powerhouse it is today by sticking to its original launch of BackRub in 1996; 13 iterations and 17 years later, the search engine stayed ahead of the trend until now, when it sets the trend.

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