- Digital advertising will move even closer to being the biggest platform for advertising.
By 2018 experts predict that Digital will be the biggest platform for advertisers to market their brand and products. Revenue for digital advertising will surpass all other platforms, including television. Over the next year we will see a that a large amount of organisation’s digital ad budget will be spent on social advertising and video campaigns.
So what is important to remember when it comes to spending your marketing budget on digital? Obviously you want to make sure that you are getting the best ROI for your digital ad spend.
Firstly, you need to be smart with where you are advertising. Know what platforms attract your target audience. Are you a cooking site? Pinterest and Instagram might be your go-to platforms, compared to Twitter if you happen to be a article or content blogger. Google Analytics can support you to find out which social platforms bring in the most organic traffic to your site, helping you decide which one to advertise on.
Programmatic advertising will also become more important in helping you make the right choices when it comes to ad spend.
- Ad Blocking
But on the same note, Ad Blocking will become a growing issue for digital advertising in 2016. As more and more people install ad blockers display advertising will have to raise the bar in order to remain in the eye of the consumer.
Developments such as Apple allowing ad blocking apps to be downloaded by iPhone and iPad users has sparked a feeling of uncertainty for digital publishing and advertising agencies.
Will 2016 see a boom for native advertising? Perhaps. Or perhaps companies are just going to get smarter around how they display advertising to us online so that we are less inclined to avoid their feeds and banners.
- Social Media Marketing Will Take Centre Stage
Social is something we as a majority spend hours a day browsing. According to The Telegraph, the average person spends around 1 hour and 40 minutes a day on social networks, and has 5 different social media accounts from YouTube to Instagram.
Brands started to utilize the power of social media marketing in 2015 however 2016 will see them advertise smarter and more creatively. They will perhaps post less across several social media sites and instead focus on the ones that matter. A killer Facebook campaign targeted at an optimized and segmented audience will have a high conversion and engagement rate than weaker campaigns spread across 5 platforms.
2016 will also see the growth of social advocacy. Organisations will experiment more with content sharing from employees and those responsible for creating the data and content, rather than sharing from a corporate facing profile. Additionally, they will look to the consumer to share their content over a sponsored post, because at the end of the day, who do we trust more?
- Personalisation is King.
Does your browser know you better than your other half? Data from your searches, interests, page likes and cookies all play an important role in allowing companies to market smarter and target consumers with sophisticated personalised campaigns.
2016 will see the growth in personalised marketing, and I’m not talking about adding someone’s first name in an email mailshot or showing a fashion display ad to all women on Facebook between the ages of 21-50.
I am talking about intelligent marketing that shows consumers what they want to see and therefore will hugely increase click through and revenue for your brand. By harnessing data provided by the consumer, companies can communicate with the individual and provide them with information or content that they need.
- Video is Even More Important – If That’s Possible
I talked a lot in 2015 about the importance of including video in your content marketing strategies. In 2016 I will place even more emphasis on this. The rise in popularity of video applications and platforms such as Vine, Instagram videos and Periscope, means that there’s even more reason to be sharing using this multimedia format. YouTube.
Hundreds of studies by marketing agencies and publishing houses have shown how video can increase engagement by a large percentage. 2016 will be another important year for video and it will just see it go from strength to strength.
- Content 2.0
Following the latest Google Algorithm updates, digital marketers have realised the necessity of publishing high quality content that is relevant to their audience and end users.
In 2016, we won’t only need to make sure we have excellent content for SEO purposes, but we will see the value in ensuring our advertising content is polished, engaging and unique. Advertising content will now be created with a very specific and segmented audience in mind. They will speak to the person and engage them in a new and exciting way. It’s got to be worth clicking, and certainly got to be worth sharing.
- It’s Time To Get Smarter with Data
In 2016, brands will see the importance in using data to gain valuable insights from which they can take significant actions.
There will be less of a drive to collect ‘big data’ and more of a push for practical insightful ‘small’ data that allows companies to make decisions and picture their consumer, resulting in smarter advertising.
Companies will invest more to train their digital marketing teams to understand the data they are collecting on an hourly basis, and push their digital advertising into a new age.
What are your predictions for 2016? Share below!