Digital marketing is heavily dependent on Internet technology, which is in a constant state of evolution. Yet, despite the myriad algorithm updates, digital channels (such as Display, Search, Email, Social Media, and Video advertising) for marketers and business owners remain top of mind. So I think it’s safe to say digital advertising isn’t going anywhere anytime soon.
A year ago my scope of knowledge in digital advertising was limited, which at the time centered solely around social media marketing for a travel business. But now, after submerging myself in various training and keeping up to date on daily digital media briefs I have a fuller grasp on digital advertising as a whole. So while I’m far from an expert, I strongly feel the following trends will be worth leveraging in 2016 to stay competitive in your industry.
1. The Rise of Digital Assistants
Speaking is considerably easier than typing. Asking Siri, Google Now, or Cortana your search query rather than typing it is most appealing for its proficiency of saving time and effort, especially for consumers who are multi-tasking or on the move. A Google study found that 55 percent of teens use voice search daily, while 56 percent of adults said using it makes them feel tech-savvy. Voice searches are distinguished by the use of question words: Who, What, Where, Why, and How. Typically, for a text-based search you’d type something like “Petco San Antonio”. Whereas with voice search, you would more than likely say, “Where is the nearest Petco?”
Because of this new avenue of search, it will be pivotal to integrate your SEO strategy with your content marketing. This synergy can be accomplished by analyzing long tail keywords, looking for patterns, then writing the relevant content using those identified phrases. It would also be prudent to:
- Ensure your business information is accessible to these assistants, and
- Reformat some of your headlines using question phrases.
2. Video Everywhere
Let’s face it, video ads are the best way to tell a story. While offering advertisers video options is nothing new (just log in to your Facebook account and start scrolling), the trend seems to be that we are seeing more types of video ads popping up in unexpected places. For example, video is now encroaching streaming giant Spotify. Online users are becoming more accepting of video, particularly if the content is entertaining, fresh, and funny. And, despite being a little late to the party, Google has finally started testing in-SERP video ads. The key will be in publishing content your audience actually wants to watch and so much so they won’t pay an ad blocker to avoid.
3. The Internet of Things (IoT) Brings New Possibilities
Unleashing the growth potential of cognitive technologies will bring a billion dollar year in 2016 for virtual reality and wearable technology. VR devices, like Oculus Rift, will give companies the ability to tell 360-degree brand stories and use immersive marketing to engage like never before.
Even though VR quite certainly belongs on a level of it’s own, the frenzy of the Apple Watch and more wearable “smart” devices will start exploding onto shelves in 2016 and beyond. Take advantage of this new, wearable technology and create an interactive brand experience. You may think this entirely new medium of advertising is just a fleeting craze, but there are billions of dollars ready to bet otherwise.
To be continued ...
As the digital space evolves and marketers adapt, it’s crystal clear that your content is your lifeline. Stay tuned (next week) for the next set of relevant trends that will reap you more benefits as I touch on relationship and ephemeral marketing and the vital role of mobile. And as always, if you feel that your time is better spent growing your business than trying to figure out how to implement these tactics, give us a call, we’re here to help!
Continue to trends 4 through 5→
Image Sources: PCWORLD.COM (MIKE HOMNICK), DIGITALBUSINESSNEWS.COM, SMART-CIRCLE.ORG