Four 2016 marketing trends

Four 2016 marketing trends

Four 2016 marketing trends 1920 1283 Nathan Cousins

With the continued spread of mobile devices and changes to the ways we consume media, marketing has proved itself to be a sector evolving at lightning speed. If you are a marketer, it is likely you are required to keep abreast of new developments and trends on almost a daily basis. Taking a step back, here we predict four marketing trends that might characterise 2016.

1. Content marketing is king

What we have seen take hold in 2015 looks set to continue this year. Content marketing – be it through blogs, keyword loaded thought leadership articles, shareable social media posts, or competitions and quizzes – is now seen as having a direct impact on the bottom line. According to a recent poll of readers of the business website Smart Insight, 22% believe that content marketing is the single most commercially valuable digital marketing activity; more than any other form.

2. Purchase decision complexity

Understanding the consumer, the way they think, and what leads them to purchase a particular product is changing all the time. In 2016 there looks set to be more market research done into how consumers’ thought processes have changed in the modern era, with an acceptance that most internet savvy consumers will visit a number of websites and retailers before settling on an item.

3. Anywhere, any time

The last decade has seen mobile devices such as smart phones and tablets spread like wildfire, and in 2016 marketers will continue to switch their focus accordingly. Products will be marketed with a huge focus on their speed, convenience and ability to use ‘on the go’, while marketing itself will move further in this direction, taking advantage of our insatiable appetite for content through our portable devices. Expect in-app advertising to come to the fore, especially on the most popular platforms.

4. Marketing is the new digital marketing

Digital marketing has become so ingrained in integrated campaigns – often being the driving force behind entire strategies – that we will see the distinction of ‘digital marketing’ used a lot less, simply because it has become marketing’s mainstay. Digital has become so powerful as an entity, that marketing agencies look set to welcome more technical experts such as developers onto their teams.

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