It’s hard to believe that 2015 is almost over and naturally as 2015 draws to a close and of course after or in some cases during the seasonal indulgence our focus turns to the year to come. It seems that there is a repeating statement every year but time slows down for no one as is the case with marketing trends.
Of course, you can never fully predict what is going to happen with digital marketing in 2016, but you can make an educated guess and with the overwhelming number of opinions on marketing trends out there, it’s often hard to know which to pay attention to and which to ignore.
To help you tune out the noise and I have compiled a short list of marketing trends to guide you when developing direct marketing strategies that create attention in 2016.
Creativity and originality will win the day
Getting noticed on the worldwide web used to be so easy…put together something, post it and watch people gobble it up. Reality has dawned and the electronic ether is now completely flooded with content. We’re like sardines stuck in a can that only to escape ….
The answer to this conundrum is that you have to think creatively and out of the box as a simple article or social media post isn’t going to work anymore and companies today are already using unique strategies with podcasts, videos, because anything interactive is what will get traction in 2016. We know that people no longer simply want to digest information but they want to interact and have a say or share in whatever it may be is about. So ideally look for unique ways to get your audience involved.
When you boil it down, personalisation is about making your message matter to the individual by answering these questions: “Why should I care? What’s in it for me?” This trend may just be evidence that the well-worn mantra “Right offer, Right audience, Right time” being still the cornerstone of building a successful direct-marketing campaign.
You’ll need to ask yourself if you have a compelling offer that will truly spark interest and action. Have you framed it in a way that clearly communicates the benefit to the target customer? Have you overcome any likely objections? A campaign is only as good as its data and are you sending it to your audience at a time when they are open to making a purchase or considering a change in services
The Continuing rise of mobile
We work with our clients to understand the vast potential mobile channels have to enhance your marketing efforts and the bottom line is that your target audience is more likely than ever to go straight to a mobile device to search for your product or service.
As tracking has improved and data is more accurately tied to individuals, we can now reach a specific consumer with relevant offers across mail, digital and social in ways that weren’t possible just a few years ago and by increasing the number of “touchpoints” with the prospective customer improves the potential for response. This is usually done with key words and URLs integrating with SEO and Social Media strategies to ensure targets get to the information you want them to find quickly and easily.
A few ideas to end 2015 with or begin 2016 with and it is important to remember that with the increasing fragmentation in media, and rise in digital channels, a significant amount of time is spent talking about building multi-channel campaigns. Measurement is king and it’s important not only to understand the response and conversion rates that tie directly back to any campaign, but also the “halo effect” that is benefitting other channels such as web or mobile and we work with clients to define and build the type of dashboard reporting necessary to see how each channel performs and the old adage remains that you cannot manage what you cannot measure.
You can never really predict exactly what to expect with the New Year in the digital world but I think it’s a safe bet that the trends mentioned are going to happen in 2016 ….so get ready, think about how you can apply these to your digital marketing plan!