Failing to plan is planning to fail. This adage is as true in today’s digital age as it was ever. As each year kicks off, there is always a flurry of information on digital marketing trends, filled with immense predictions for the year ahead and the latest marketing trends.
All these seek to answer two vital questions. The “What’s hot?” question – in this case a close examination of the tactics that have been proven and have demonstrated their potential for influencing the way do things. The other question however, the “What’s next?” question, is the hardest. It aims to predict those practices that we feel have just enough and capacity to introduce a newer, fresher way of doing things. Providers of digital technologies and platforms and the supporters of such technologies and platforms are always coming up with ingenious ways of improving the end-user’s online experience.
This is an insight into the emerging trends that look set to improve and be with us for the rest of 2016.
The influence of multiple devices
The idea that a single user can now own more than one devices presents new challenges to digital marketers of today since they are confronted with the reality that their customer is located at multiple locations in their purchase journey.
The best marketers have however turned this challenge into an opportunity by realizing that more devices mean more means of interaction. And with some customers now owning up to three devices, this also means that the time they spent online has also tripled.
Change in digital tactics
Old digital tactics are being gradually replaced by the need to create a common brand experience across the digital platform, both on and offline. As the usage of hand held devices and the proliferation of every day apps play a greater role in influencing the decision of customers, customers themselves expect to be able to access the information they need across all available platforms, devices and apps. Similarly, sellers have to figure out where to look at next, and where to focus.
It’s time to actually “care”
Think about how your brand is actually changing the lives of its customers. In order to be successful, brands will need to tell stories that reflect actual real brand stories, and not have to rely on cheap selling tricks. Most industry influencers agree that businesses need to produce content that is not only more informative, but also entertaining.
HBR.org says that 64% of consumers who trust the genuineness of their relationship with their brands cite shared values as the primary reason.
Marketing automation is no longer a preserve of the top companies. Companies of all sizes are now able to afford marketing automation, placing them on the same stage with big players in their ability to streamline and quantify their marketing efforts, all in a bid to increase operational efficiencies. Isn’t it time you also took notice?