It’s a new year, and as always, digital technology is still rapidly evolving. As online content and devices become more sophisticated, businesses are under pressure to adapt
EMAIL IS STILL KING
Even though there is a plethora of social media platforms to reach consumers, email is still the most powerful method of online marketing. A survey conducted by Adweek found that of all their respondents, three-quarters claimed that email was central to maintaining their business. Email allows businesses to reach consumers directly, rather than having to buy ads on Facebook or Twitter, thus also conserving precious marketing dollars.
BUILDING CUSTOMER RELATIONSHIPS
With up to 2 billion people using smartphones in 2016, there’s great potential for companies to reach consumers wherever they are. If companies respond to this trend by going for quick, short-term sales opportunities, they’ll be missing out on the benefits that relationship marketing has to offer. By cultivating meaningful relationships with customers through conversation and emotional engagement, companies build loyalty and brand support among their customer base.
Google announced last year that mobile Internet traffic is leaving laptop and desktop traffic in the dust. It’s not that people are using their desktops and laptops less; they’re just using their mobile devices more. Companies who haven’t already made the necessary design adjustments need to do so now. The smart phone and the smart tablet aren’t going anywhere anytime soon.
The time of the holo-deck is fast approaching. As the devices we use become smaller and more personal, the potential for being fully immersed in the digital world becomes greater. It’s only a matter of time before virtual reality technologies completely transform the way we do business. Because the technology is still new, there’s no way to be 100 percent certain how it will affect consumer behavior. That’s why it’s vital for businesses to get in on the ground floor and start experimenting with technologies like Oculus Rift as soon as possible.
THE RISE OF “THE INTERNET OF THINGS”
Speaking of immersive digital technology, the use of wearable technology is set to rise by 28 percent this year. This means that, now more than ever, companies will be directly tuned into the behaviors of their customers. The opportunities for customer engagement and behavior-based marketing will be unparalleled. It may be unsettling to know that companies have so much access to a person’s personal information and behavior, but at the end of the day, the data is just that: data. Companies will have to decide how to wisely respond to customer data, knowing full well that the consumer is as equally tied into the information stream as they are. The Internet is the great equalizer; it has made it more difficult for companies and consumers alike to hide their behaviors and practices.
These are just some of the digital marketing trends that are set to take place in 2016. This list is by no means exhaustive, and with each technological leap forward, new trends could arise before the year is over.
What other significant marketing trends have you noticed? Leave us a comment below!