The end of 2016 is in sight and we are thinking ahead to what trends are going to be the biggies next year (and onwards). Some of them will seem like no-brainers as you’ll already know them and be aware of their impact, but you will see much more of them and in various guises.
There are numerous trends to keep an eye on but we’ve selected our top ten…
It goes without saying really, but personalisation is a non-negotiable and this does not just mean using a name – it’s all about creating tactics that track consumers’ habits, interests, browsing activity and reaching them at that key moment.
Native advertising breathes again
It’s been around for a long time, but native advertising will expand across online platforms and become more cleverly used to most effectively grab the attention of consumers, without wearing a big ‘ad’ sign.
More & more mobile
We’re all aware of the importance of mobile and ensuring activity is fit for purpose and works correctly, and as we become increasingly likely to research, shop, purchase and engage from our phones this is only going to become more-so.
Drilling down on data
Next year is going to be THE year when data visualisation becomes key for success. The technology to visually present data already exists, but 2017 is going to see proper analysis more important than ever.
Knowing your niche
The online world is a busy and loud place where it’s increasingly difficult to make your mark, hence why more brands will start to go more niche with their approach and activity – speaking to fewer people, much more effectively…
Word-of-mouth buzz and recommendations are an extremely effective way of reaching customers and clients. Especially true on social media, influencers used effectively can transform the perception and engagement with your brand.
While many platforms already offer this option, its popularity and use is going to continue to grow throughout 2017. People like to feel involved, FOMO is very real, and this type of service allows for inclusion.
The rise of augmented reality (AR)
Pokemon Go may have disappeared into thin air after a short burst of massive excitement, but its success shows that the appetite for AR is very real – expect more ads, apps and games, offering consumers an experience.
Chatbots on the rise
They are clever little beggars and happy(!) to work 24 hours a day, retaining data, knowing when to offer additional goods to consumers and responding to specific keywords. The fact they can assist customers so rapidly can increase consumer ratings and experiences - and ultimately sales!
True integration of channels
With so many separate digital marketing channels on the go there’s a tendency to focus on individual channels separately. An integrated, joined together approach can reap rewards, with targeted messaging appearing appropriately across the board.
Happy new year to you all, we wish you a prosperous and positive 2017!