Digital marketing is constantly evolving, which can make it difficult for those who are not directly involved in the industry to stay abreast with the latest trends. Every day, or so it seems, new platforms emerge that promise to outperform anything that preceded them, only to disappear without trace shortly afterwards. However, for those who spend their working lives in digital marketing, it is possible to spot certain trends that appear to have more staying power than others and, by analysing these trends, to form a broad overview of the general direction in which the industry is likely to head in the future. In this article, we are going to take a quick look at the current state of play and offer our suggestions as to which areas businesses should be focusing on now and in the near future.
Marketing Trends in 2016 and What They Mean for Your Business
The following trends are those we believe should be watched most closely as they appear to be strong trends that are likely to prove useful to commercial enterprises for some time to come.
- Content Marketing – The production of fresh content has long been acknowledged as key to the success of any digital marketing campaign with websites that do not refresh their content from one year to the next often underperforming in search engine rankings. However, it is not just website content that is important nowadays: the trend we are seeing gather momentum in 2016 is the distribution of content via multiple channels. Social media, instant messaging apps, blog posts, even YouTube videos. If you want your message to reach as many people as possible, it needs to be distributed via all these channels and more.
- Dynamic Data Analysis – The sheer volume of data that Google Partners are able to analyse today, the speed with which this data reaches them, and the tools they can use to perform in-depth studies are all factors that have helped to drive the new trend of dynamic data analysis. Previously, the analysis of data has been viewed as a static process, performed only on historical data collected over a period of weeks or even months. While all data, by its very nature, is historical, digital marketing professionals are taking a far more dynamic approach to the business of analysis in 2016. Data is scrutinised and patterns observed by the day, or even on an hourly basis in some cases, enabling businesses to react more quickly than ever before to leading performance indicators.
- Mobile Marketing – Ensuring your message reaches mobile device users is becoming increasingly important in a world where the majority of Internet traffic is now generated by smartphone and tablet users, rather than those with desktop and notebook computers. In 2016, we have seen a greater emphasis than ever before on targeting mobile device users with digital marketing messages.
If you would like to discuss your online marketing activities with one of the UK’s leading agencies, please do not hesitate to contact Emotio Design Group today.