MARKETING TRENDS: HOT OR NOT IN 2016?
Posted By Andy Smith
You’ve got to be quick off the mark to keep on top of the latest marketing trends. Technology is constantly changing and 2015 was no different, with the advancement of virtual reality and Beacons – Bluetooth signals that allow brands to target consumers based on their location. Over the past 12 months, we’ve seen some fantastic campaigns exploiting these channels. So, here’s what we think about upcoming trends and how we’re hoping to shake it up in 2016!
In 2015, 60 per cent of global mobile phone users owned a smartphone and mobile usage accounted for a staggering 51 per cent of an adult’s daily time on digital media, increasing from just 12 per cent in 2008. In addition, more searches took place on mobile devices compared to desktops in over 10 countries worldwide during the last 12 months.
What’s more, virtual reality has really evolved in recent years, allowing consumers to ‘teleport’ themselves to dreamy holiday destinations or imagine how new furniture would look in their home. We’ve seen some fantastic campaigns involving this interactive and personalised technology – such as Volvo’s virtual car test drive – and it’s set to dominate the world of marketing in 2016, too.
Mobile will continue to lead the marketing sphere next year, as consumers expect better quality, real-time updates, interactive applications and user-friendly experiences. So, are you ready for it?
While Instagram and Snapchat aren’t new in the social media landscape, they’ve become increasingly popular among the younger generation in 2015, with a greater proportion of mums and grans choosing to take them up, too. Although the past year saw some brands target teens with advertising on these channels, they’ve not yet become major players in the market. However, they’re set to reign supreme with marketers in 2016 – with a predicted increase in the number of sponsored posts and stories coming our way. Watch this space!
The future of Beacons
Beacon technology is an unprecedented innovation, targeting individual consumers based on their exact location at any point in time. This mechanism allows us to directly pinpoint consumers who are already likely to be interested in the brand, helping to combat flagging concentration rates and cut through saturated marketing messages.
Following successful campaigns like Coca Cola’s ‘Share a Coke’, it’s been proven that personalisation is a key driver in marketing, catering to consumers’ precise needs and preferences. These meaningful visitor experiences can have a huge influence on consumers’ purchasing decisions and may help to drive sales.
That said, could Beacon technology cause retailers more disruption than it’s worth? It seems there’s a fine line between targeting customers and invading their private space, with many companies facing a backlash over major security concerns from users. This could be the reason it hasn’t taken off as expected – it’ll be interesting to see how brands tackle these consumer gripes.
Shaking it up on social media
As social media continues to gain prominence for the majority of marketers, it’s becoming more important than ever to adapt content for specific channels. Varying content across each platform to optimise engagement is key.
We’ve had some great success using live video, which is proven to prompt more engagement than posting still images. As a result, we envisage more clients will use live video platforms such as Facebook’s Live feature and Periscope over the next year, helping consumers to connect directly with companies and their brand personalities.
We’ve had a brilliant year here at Peppermint HQ (did we mention that we struck gold at the CIPR Awards?!). Keep your eyes peeled on our blog or follow us on Twitter to see what’s in store for us in 2016!