December 28, 2015

Digital Marketing Trends That Will Rule 2016

digital marketing

2015 has come to end. Soon we will be popping bottles of champagne and welcoming the new year. With the onset of 2016, marketers will be chalking out plans for the year. Considering the dynamic nature of the online business world, strategies and plans also need to be upgraded to bring better results. We saw a lot of new trends in 2015, and we can expect some more in the coming year as well. If you want to take your business to newer heights in 2016, find out which trends will help you reach your goals.

Social ads

We observed a great increase of online advertising this year, and digital ad is expected to surpass TV ads by the year 2017! As stated by the Interpublic Group’s Magna Global, online advertising was estimated about $160 billion in 2015, and it is expect to grow by at least 13.5% in the coming year. This will surely beat TV and become the biggest advertising platform. Therefore, you can see that a large portion of a company’s online marketing budget is being allocated to social advertising. This is a trend that is not going to go away in 2016. For example, eMarketer has predicted that social network ads will reach a whopping $35.98 billion in 2017, which will essentially cover 16% of the global digital ad budget.

Given the circumstances, how can you use social advertising to get the upper hand against your competitors? Here are few tips that you should keep in mind:

  • Figure out which platforms are the ideal for you to invest in. Keep your target audience in mind when making that decision. For example, if you are selling beautifully crafted handmade jewellery, visual platforms such as Pinterest and Instagram may be your best pick. On the other hand, if you are into B2B industry, Facebook will offer you more sophisticated targeting options.
  • You can start by organically testing your posts. Then you can promote the ones that perform the best. You cannot just randomly invest in blog posts that your employees authored. Instead, you can promote the ones that originally performed well.
  • Go with ad formats that are more action-oriented. You can try Facebook’s Click to Website ads or Twitter’s Lead Generation ads with bolder call-to-action buttons. If you want your ad spend to bring better results, start encouraging your audience to take an action, and don’t just promote your business on social media.

Facebook Messenger

You probably already use Facebook Messenger to communicate with your family, friends and loved ones. What you may not have known is that Facebook has bigger plans for messenger and it is targeting businesses to use their messaging app for B2B or B2C communication. Messenger already has a monthly user base of 700 million people, and it has increased by at least 40% from 2014 to 2015 alone. The social media giant recently released a statement saying businesses can now install Facebook Messenger box on their website instead of the dull and drab website live chat box. Industry experts are expecting that Messenger’s availability for business is going to have a big impact.

Through Facebook Messenger, you can personally reach out to your audience and offer much more personal customer service. Marketers can proactively use this channel just as they use email marketing as leverage. For example, imagine you are offering a special discount for a limited time only, you can personally send messages to your in-market customers to encourage them to avail the offer.  You can also keep customers updated on the status of their order using push notifications.

Native advertising

Ad-blockers are an online marketer’s worst nightmare! Ad blockers are content filtration systems that prevent ads from appearing on websites. Although these systems are not new, they created a newfound fear in the hearts of marketers since Apple announced that operating systems that power iPads and iPhones will now support these efficient ad killers. If you are wondering what the big fuss is about, you should know that online advertising runs on a large number of websites.

While it is not clear whether ad blocker will affect all businesses in 2016, it would be smart of you to take preventative measures to make sure your online advertising goals are not shattered by this technology. That is where native advertising has a major role to play. Native ads look, feel and read like non-promotional contents. Therefore, the ad blockers do not prevent them from displaying on websites. Native ads have thus managed to gain a lot of affection from marketers around the world, and they are expected to become a huge trend in 2016.

Personalised PPC

About one-third of online marketers believe personalisation is a key element in all successful marketing campaigns. Strangely enough, in today’s world, the Internet knows more about us than the co-worker who sits next to us every day. For the past several years, marketers have been focusing on targeting the right set of keywords when finding people who are and are not in-market for solutions or products. However, this strategy has proven to be flawed. A flawed strategy not only generates irrelevant clicks and visits, but it also makes PPC an expensive waste!

Google knows a lot about its users. Therefore, it should not be too hard for marketers to know about their audience as well. It is true that the search engine does a lot to protect the searchers’ information, but it also cares about marketers. That is why Customer Match was introduced this year. Through the use of Customer Match, you can upload lists of customers that you already have, and target those customers through search. This feature is also available on Twitter and Facebook. This is making social media marketing much like email marketing in that it targets people who fall under the list of your target audience.

All in all, it looks like 2016 is going to be an exciting year for marketers. Although there may be challenges on the way, but a skilled and efficient marketer will learn how to tackle them head on!

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