How 2015 Marketing Trends Will Evolve in 2016

As the year comes to an end, we look back and reflect on what we’ve accomplished with our marketing efforts this year. Which campaigns were successful and where is there room for improvement? Which strategies and tactics should we hold on to for next year, and which ones are becoming blasé? These questions become increasingly important when looking at initiatives to put in place for 2016, especially as social media techniques evolve and accessibility to and use of mobile devices increases.

 Below we take a look at how some of the most influential trends that have dominated 2015 will evolve next year.

2015 Marketing Trends

2016 Marketing Predictions

Social Media Influencers

Are there specific journalists, brands or people within the industry that you retweet fairly regularly? Is there someone’s Instagram page that you follow religiously? Econsultancy refers to this as the “rise of influencers,” where social media leaders are driving conversations and creating brand awareness and advocacy. The weight of social media is going to continue into 2016 beyond influencers. Amplification of social media is on the rise. Companies are sharing content across all social channels for more visibility. Additionally, employees are being used by companies as resources to post on their own social channels.

 

Social Media advertising

According to Fast Company, 2015 spending on social media advertising increased 33.5% to close to $24 billion. If you haven’t directly noticed this on your newsfeed, it’s because social media platforms are integrating native advertising into their platforms. Instead of flash or large banner ads, paid posts are appearing as organic material and targeting consumers better than ever. The trend with increase advertising on social media is expected to continue, and account for 16% of all digital ads globally by 2017. Ads are continuing to become smarter and content is more important than ever, as ads try to remain under the radar and not appear as a blatant ad.

 

Mobile Accessibility

More mobile accessibility and use has forced marketers to create emails, advertisements, articles and images that are mobile-friendly.

 

Marketers are adjusting to the shift from desktop to mobile. In 2016, we can expect marketers to not only create responsive collateral, but create it for mobile first, and desktop second.

 

Searchability

When getting new users to visit your site, Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising have dominated online searches in the past year. This is traditionally achieved through the generation and ongoing update of optimized content. Digital assistants, such as Siri, are taking the place of traditional optimization through search engines. Forbes says, “the key to optimizing in this new format is to make sure your business information is easily accessible to these assistants, rather than trying to funnel people to your site specifically.”

 

Videos

Snapchat now boasts 6 billion daily videos. This type of ephemeral marketing allows users to focus on a specific item, driving a specific marketing action. Fast Company reports that in total, adult users consume 66 minutes online video a day.

 

A recent report by Warc & Deloitte points to a “video revolution” in 2016, where video platforms and formats will continue to diversify. Consumers are more compliant with video advertising, and social platforms are getting on board, like Facebook who is preparing to launch features such as “suggested videos” or a dedicated video feed.

The Internet of Things (IoT)

Read our recent blog post on how the cloud is transforming many sectors. The IoT is transforming workflow in business and becoming essential for cleantech software solutions. All platforms will increase interconnectivity in the cloud. Hubspot reports that user adoption of wearable technology will reach 28% by 2016- driving more behavior-driven marketing.

 

 

How do your marketing predictions match up?

Smart Insights polled marketers to get a sense of the digital marketing activities that will have the greatest commercial impact in 2016. The results showed the following as the top voted activities:

  • Marketing automation                28%
  • Content marketing                    18%
  • Big data                                    12%
  • Mobile marketing                        9%
  • Conversation rate optimization   9%
  • Social media marketing              5%

When anticipating marketing trends it is imperative to look at the past, while keeping in mind new technologies and new features for the future. How do your predictions match up with the other marketers polled? Where do you see your marketing heading in 2016? Contact Eco Branding today to learn how we can help optimize your marketing solutions in 2016.

Written by

Danielle is a partner and Senior Account Executive for Eco Branding. She is passionate about bringing her communications expertise to the cleantech industry. Danielle has over 7 years of public relations experience in different industries. She has a B.A. from the University of Maryland in Communication and Psychology with a focus in Public Relations. Danielle is a guest contributor for Renewable Energy World and Alternative Energy Magazine. Based in New York, Danielle enjoys hiking, camping, music and good beer!

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