Top Digital Marketing Trends to Watch Out For
The digital advertising industry is an ever-evolving, complex sector, continually giving birth to new technologies to help marketers and consumers interact on a one and one basis. As we step half way into 2016, let’s take a look at some of the hot trends that are all set to rule the coming months. Let’s start by saying that the dominance of consumers will surely not change. Consumers will remain at the helm, driving marketers to think hard on how to connect and engage with them. Marketers will need to remain abreast of the technological advancements and device strategies to recognize the right consumers, gauge their needs and provide them personalized experience every time.
Let’s begin: Here are the top 4 trends to watch out for:
- Mobile Marketing
- Big Data usage for predictive analytics
- IoT and advertising on wearable device
- Native advertisement
According to comScore, smartphone apps now constitute 50 percent of all digital media time. Overall, digital media time spent with mobile is now a whopping 68 percent. The desktop commands just 32 percent of our digital attention.
This implies that we are living in a cross-platform world and mobile dominance is primary. This data signifies the huge potential that mobile marketing has in store for marketers. Advertisers to break through the clutter need to think mobile first when making their digital advertising campaign strategy. Desktop websites would soon be phased out completely and replaced by mobile sites that offer more personalized experience. Today, an increasing number of mobile network providers are also launching 4G services. This is sure to further the consumption of mobile ads. All this data leads to advertisers allocating more budget towards smartphones, tablets, etc.
Big Data and Analytics
Today, the world revolves around data. Big Data forms the backbone of any marketing strategy. Without data you are lost in the sea. Companies are continually innovating and bringing to the table new Big Data and analytics technologies to help them in taking business-wise decisions, faster, better and more accurately. This trend will indeed not change. As a matter of fact, it will grow even stronger with marketers leveraging Big Data for predictive modelling and other data-based analyses to arrive at fruitful, more consumer-centric strategies. The coming month will see a surge in startups offering, big data, predictive analytics & audience targeting solutions to all the stakeholders in the digital adverting landscape.
IoT and advertising on wearable device:
With Internet of Things (IoT) slated to be the next big thing, this new technology is sure to completely overhaul the digital world. IoT encompasses the concept of a connected world. Wearable devices which work on the concept of IoT will take the world by storm. In this age, when personalization wins, programmatic advertising that captures intricate and intimate information about a consumer will surely make all the difference.
Native ads are essentially those sponsored ads which are embedded in the website content, giving them a look as if they are a part of the content, thus enticing readers to click. Native advertising seems to be a lucrative option for advertisers and publishers in 2016.
According to BI Intelligence dollars spent on native ads will reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013. Natives ads are gaining popularity because of their non-intrusive nature and its immunity to ad blockers. Even, social native advertising is growing at a fast pace. Content marketing and native ads will go hand in hand. Advertisers will have to create appealing native content to generate more clicks. Programmatic advertisers are pitching for native ads as a great source for revenues.
Preethi Vagadia is currently a Senior Business architect with the Service operations practice at a well-known IT Industry in Bangalore. She has worked in several process improvement projects involving multi-national teams for global customers. She has over 8 years of experience in mortgage technology and has successfully executed several projects in logistics management, logistics integration, reverse logistics, campaign management software solution, warranty software and programmatic solutions.