In 2016 digital trends are changing. Digital Consumer, marketing practices and habits of users on social networks are changing. Eminence deciphers for you the new trends to follow. Mobile marketing, advertising, new devices… We tell you everything!
The on-line advertising is a quantum leap!
We spend less and less time in front of our TV. In fact in developed countries, people are abandoning television to surf to other media, mobile, tablet or laptops. Information is fast, reliable and targeted. No more commercials. You want to watch a movie or find information with a few clicks you are ready! Advertisers have understood this and have exploited this trend in 2016. Internet advertising is expected to grow and exceed Tv investments. A study by Magna Global predicts a 8.1% growth of digital advertising on the French market in 2016 . It is a global trend: online advertising is expected to exceed the advertising on television.
Companies are preparing for the digital transformation
Companies have taken into account the digital transformation and want to adapt. Marketing managers adapt their strategy and implement marketing mix associated with digital. New positions are created and companies are investing in new technologies. Other, less expert, make use of digital agencies. A study shows that digital companies outperform their competitors.
From Desktop to Mobile
In 2016, we pass the trend “mobile first” to “Mobile Only”. In 2015, Google announced that researches on mobile had exceeded Desktop searches in more than 10 countries. The carrier occupies a place increasingly important in web consumer uses. Over 50% of 100 Billion searches on Google are via the mobile. Beyond the fact of opting for digital marketing, advertising should encourage the mobile support. Now 51% of the time spent on the Internet by the user is on mobile devices. Moreover, people spend more time on their mobile leaving away from other activities in their free time. The population becomes mobile addict! Companies are adapting: for example, in 2015 Facebook Ads realized 78% of its advertising revenue on mobile.
Mass marketing to mass customization
Nothing better than to customize advertising to reach your target in the core. The mass marketing is gone ,we move to one-to-one marketing! Now all be customized BtoC interactions. from the email to the site visit, each product or services offered will be customized according to your expectations, your interests and your needs. Depending on the personal data available to the company, and its budget, it will be able to implement mass customization.
The advent of digitalization outlets
In 2016, to continue in the way of mass customization, the digitalization of business stores should allow customization of any customer relationship with a reception and advice tailored to your profile. Sephora innovates and sets an example! In 2016 digital trends arrive in stores to provide new experiences for consumers. A new way of selling that should appeal. Simple to use, customized, this is an important but profitable investment. The more necessary in a world where market competition is increasing.
The development of ROPO strategy on social networks
Research Online Purchase Offline, this is the trend! you want online and you purchase offline . And the trend is growing on the social networks. The development of social networks the position in direct competition engines to research information products. Indeed, more than one third of Internet users between 16 and 34 prefer social networks to research information about a brand, product or service. Influencers and bloggers occupy a role increasingly important. Ubiquitous on social networks, they are rain or shine.
We joins the e-influencers!
The trend is digital, then get help from influencers to boost your reputation and your e-influence. Here are some tips for choosing your e-influencer. It is important to integrate them into your digital strategy. Channels and communication modes are different social networks. They know the codes and will guide your business in the Jungle the Net! Moreover they master the new tools such as video, for example.
Video all over the place !
The video will revolutionize 2016. its the end of articles, graphics, photos … exit the different modes of content, web users want video. In 2016 you will have to adapt to video formats. Shorts or a little longer videos, you need to get started. Although the video is not a new and well-developed support on platforms like Youtube, it spreads and plans to invade Google with the appearance of videos in the search results. Facebook has already understood the importance of video and developing new tools. Beyond Auto play features, we should see the arrival of virtual reality!
From virtual to reality
Millions of dollars have been invested in the search for virtual reality devices. Although the appearance of 3D is a big step for the cinema, innovations that happen in the next few years should revolutionize the world! If some applications are focused on gaming, others are more general and commercial digital trend. This is the case of the headset Oculus Rift, expected for the first quarter 2016. These are new opportunities for advertising, and new experiences for consumers. New ways to advertise, sell and communicate should appear at the same time… Lots of news to which you need to prepare in order not to miss the opportunity!
The takeoff of wearables
To support the arrival of virtual in our real lives well, we need new online media. The first innovation of the connected watch has given many ideas to inventors. 2016 should allow the development and commercialization of other wearables such as clothing and accessories online! All these innovations bring new challenges in managing and analysing big data. Besides the border of big data and privacy is more blurred …
The management of personal data and the challenge of privacy
Internet users are tracked on the web. No way to click without all our actions are analysed, stored and sometimes even sold! The management of personal data is a much discussed topic on social networks. The DataMining marketing practices are questionable and often challenged! Internet users are increasingly concerned about the use of their personal data, even if it allows companies to better meet the needs and expectations, there are certain limits not to cross. So in 2016, to implement a policy of processing strict and effective personal data to reassure consumers.
Finally digital trends in 2016 are growing and developing. Digital innovations continue to invade all spheres of our daily lives. Nothing better than to dedicate a special cell management of digital and its new practices, otherwise Eminence can do it for you. You can contact our digital marketing agency for information.
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