Technology is influencing our way of acting, it influences our knowhow and marketers must adapt to it. In the industrial era thought was linear and organizations and knowledge structure was very linear. Nowadays quantum physics is showing a more organic and unpredictable way of seeing things. Having this in mind, will enable us to adapt more careful.
This connection with the latest technological development is influencing publishers to adapt or die. One those trends is the increased use of “fringe” social hubs. Brands with a broader presence will certainly be sort of less skeptical when publishing content via social hubs that were considered in the past “fringe.” As time goes by we are also noticing many interesting ways of interactive content, one of those is through 360 views photo just like a virtual 360 view. The other trend is the use of animated GIFs dominating newsfeeds and timelines. These two will continue its growth for the next years.
Based on technology once again, algorithms are now to generate content. We are now listening the introduction of artificial intelligence in content generation which will be a game-changer
Balancing SEO, SMM, UX and analytics. We are noticing that a proper mix of SEO, SMM, UX and analytics can help you reap rich rewards when you value their importance equally and treat them as one rather than individual components
Paid Social. We noticed that back in 2015 there was a big growth on promoted posts. For example, Twitter was 75%, Facebook, 80% and LinkedIn 65%. Organic reach of course continues to dwindle as social networks aggressively push for advertising on their platforms. It’s time to catch up on the paid social approach as this is just getting bigger
New publishing options in social media. Instant articles by Facebook can now help publishers give their content more visibility in comparison to content on their native publishing platforms.
Real-time aggregated content is on the ride. One example is Twitter’s Curator. News channels will face huge competition from brands serving real-time updates of events as they happen-
Fringe social hubs. Brands with a broader presence will certainly be sort of less skeptical when publishing content via social hubs that were considered in the past “fringe.” Those “fringe” hubs are becoming mainstream. Content strategies are centered on Snapchat and Instagram and will only increase in 2016.
Influencer marketing. Brands can generate higher sales by harnessing the reach of influencers. According to a study by McKinsey, such campaigns had a 35% more retention rate than paid ads and fetched an ROI of $9.6/$1 this year from $6.85 in 2014. Influencer’s reach is cost-effective. Influener marketing will be a part of every content marketing strategy in 2016.
Visual content such as infographics will continue enabling marketers to deliver personalized content. Global internet speed grew by 17% in a single year. Slow internet connection is not a problem anymore, therefore delivering cool graphic-oriented content should be paramount to implement for the next years.
Mobile marketing will rise even higher. There will be more mobile access to new audiences as time goes by. It has remained constant as years pass by but it will just get higher and higher in the next years.
Virtual Reality and Augmented Reality. Facebook’s main strategy for the next years is augmented reality. Creating virtual reality based content will allow marketers to explore a new frontier of content assimilation. This will give a push for big brands. Facebook’s new 360 video option is opening a whole new realm of content creation possibilities.
Knowledge graph. With the introduction of Google’s Knowledge Graph feature. Brands have started focusing on ranking for long-tail keywords. This will be one of the main key drivers that will define SEO in 2016.
Finally, make this year the time to establish real bonds between customers and your brand. Do internal marketing at your organization, company or startup in order to reduce resistance. Marketers surveyed lamented the main reason they aren’t building stronger bonds with customers is due to internal resistance. To deliver a compelling brand to customers means marketers need to effectively engage and cut across an organization. This is neither easy nor welcome, but it appears many agree. Improving the product offering is the #1 way marketers feel customer intimacy can be improved.
Make your brand essential by striving toward personalization, relevance, and anticipation. Marketers stated customer service is where they can most effectively build intimacy. They also indicated that the majority of their customers associate their brands with the Brand Intimacy archetype of fulfillment: exceeding expectations, delivering superior service, quality, and efficacy. Focus on keeping customers fulfilled and engaged with your brand by continuously delighting them.
Good storytelling and generating emotional response among your target audience will be more important than ever this year – how this content is delivered, though, is key. App development and content for an instant society. The 5 most popular messaging apps feature 3.5 billion monthly active users, according to Statista, and marketers are beginning to take notice. Facebook has already integrated branded campaigns into Facebook Messenger and plans to do more of this come Spring 2016. WhatsApp is opening up their platform for business accounts. Snapchat has introduced Snapchat Discover and the option for any advertiser or individual to create their own geo filter with Snapchat on Demand. Messaging is already huge in the digital world. Expect digital marketers to make it even bigger.
A trend towards a longer sales funnel where digital marketers provide an increasingly high level of value upfront, before moving towards asking for an email address or moving into a sales sequence. This will usually be in the form of content marketing – via blog posts, YouTube videos, and webinars, as well as through the rapidly growing live video space using platforms such as Periscope and Facebook Live. The most successful digital marketers will be those who are able to establish a high level of trust before asking potential clients and customers for the sale. This is additional work for marketers because they will have to strategically craft a large amount of free content, but the rewards will come in the form of an easier sale when they do ask for it, simply because they have already established authority and trust with the prospect.
Big data and real-time analytics. Historically, marketers viewed data as something static and tied to reporting. But data is now more dynamic, accessible, and broadly understood. This will open up new opportunities for messaging optimization – but, more importantly, this access to data will challenge marketers to become nimbler and responsive.
Copyright 2016 – Johnny Constantine Brown
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