Marketers in 2016 will face challenges of improving customer experience while adapting to a digital world. In her article, Natalia Angulo discusses upcoming digital marketing trends to watch for this year.
Mobile, video, and social media gained incredible traction among brands and advertisers in 2015. In the upcoming year, marketers must concentrate less on their own terms and focus on finding solutions for consumers. Natalia Angulo, Associate Editor at MarketingDive, has put together a list of digital marketing trends to watch for that will shape the future of marketing in 2016.
Digital has become a top priority, while traditional channels lag.
eMarketer reported that worldwide digital ad spending would increase 18%, covering almost 30 percent of the entire ad market. Digital media may soon outshine TV and print advertising. As consumers gravitate towards online and mobile channels, marketing budgets will do the same.
Marketers must think mobile.
Mobile is one of the fastest-growing media channels in history, becoming almost a standard in just a few years. About two-thirds of Americans currently own a smartphone. Brands must adapt to the new environment that includes mobile formats and in-app advertising.
Social Media has gone mainstream.
According to a recent report by the Pew Research Center, 65 percent of adults used social media in 2015. Facebook alone boasts over 1 billion users, making it the most popular platform for marketers. Social media channels provide easily targeted audiences that marketers can leverage to their advantage.
Online video is on the rise.
With its projected growth, online videos should be a priority for marketers. Social companies like Facebook, Twitter, and Snapchat are finding ways to integrate powerful video offerings into their advertising.