If you work or use the internet to showcase and sell your products or services, you need to stay updated on the main trends. Digital marketing trends for 2016.
Brazil, despite the problems caused by the economic crisis, is going through a very interesting moment in this area, with more and more companies seeking a prominent position on the Internet.
The expansion of the computer base in Brazilian homes and, more recently, the growth of access through mobile devices, makes digital marketing a necessity for companies of all sizes, especially given the need to generate new business and seek new opportunities.
One of the trends of digital marketing What seems strongest in 2016, in terms of sectoral participation, is the significant increase in the presence of small and medium-sized enterprises in the online market.
In our training sessions, we have noticed a growing interest among small and medium-sized business owners in starting their participation in online media, and this will certainly be one of the major trends for 2016.
In the technical area, we should also see many highlights in the coming year, so let's do a bit of futurology to try and outline the digital marketing landscape in Brazil in 2016.
16 Digital Marketing Trends for 2016
Based on what we have seen in Brazil, as well as lectures and seminars we have had the opportunity to attend, we have listed some of the main trends in digital marketing in Brazil in 2016.
1) Content will continue to be king.
2) Visual content can improve your SEO.
In 2016, visual content will be more important than keyword optimization. In other words, by prioritizing the visual content of your website, you will also benefit from improving your SEO ranking.
Google's algorithm updates have prioritized high-quality content. Search engines use organic ranking by analyzing how long a user stays on a website (called "Dwell Time") and how many clicks they make on the rest of the site to assess the value of a website's information.
Images, infographics, and videos are much more eye-catching than plain text, and therefore, a user is much more likely to feel that this information is relevant to their search, spending more time on the site, making more clicks, and improving rankings.
3) Digital users will demand an increasingly personalized experience.
74% of consumers get frustrated with websites when the content they see on them has nothing to do with their interests. This is just one indicator that the traditional strategy of catering to everyone in terms of content no longer works.
In a world where music streaming services like Spotify and Pandora allow users to create personalized playlists and choose radio stations, and e-commerce sites like Amazon show shoppers personalized shopping suggestions, incorporating personalization into marketing strategies is becoming essential.
4) Leading marketing companies will use integrated platforms to implement their strategies.
Previously, marketing channels and strategies were separate. You did your search engine optimization (SEO) in one place and your social media marketing in another, only to then create your blog in a completely different place. The problem with this setup is that it's almost impossible to get all the different technologies to communicate with each other.
As investment in digital marketing increases, it becomes increasingly necessary to have all-in-one platforms that allow you to manage and measure all channels in one place.
5) Automation software will become increasingly common in marketing teams.
Marketing is no longer just an institution. Marketing strategies are being expanded and optimized by technology and science. Human intuition and creativity are being reinforced by data. The fragmentation and multiplication of communication channels requires scalable digital marketing. In 2016, we will see an increase in the use of digital marketing platforms that provide automation tools allowing companies to publish and market on a larger scale. Emails are automated to be sent at certain times and according to certain behaviors, social media can be scheduled, and campaigns can be managed remotely and in advance.
6) The cost of PPP will increase every day.
Global investment in internet advertising increases by 10% each year, but there are regions like the United States, Europe, and Latin America where that number is almost 30%. While PPC costs vary significantly from region to region, campaign to campaign, and objectives to objective, the truth is that as more companies increase their digital investment, it will become increasingly expensive to obtain the same results.
7) There will be a transition from banner ads to native advertising.
In 2015, it was estimated that spending on native ads reached $11 billion in Q5 2015, and in 2016, the projection is that this figure will reach $17.5 billion in Q5 2015.
On the other hand, traditional online advertising will face several obstacles to overcome in the coming years. For example, Google has already begun blocking video ads (made with Adobe Flash) in its Chrome browser. Basically, the updated browser automatically pauses Flash ads, allowing users to decide whether or not they want to see them.
8) The mobile device will become the "primary screen" for accessing digital information.
Even though information consumption, shopping, and browsing continue to be done via computer, mobile devices are the first point of contact many potential customers have with brands. Therefore, their mindset needs to change, and they need to think about smartphones first and then desktops.
9) Marketing decisions will be dominated by analysis.
Data availability and campaign measurement have never been easier to obtain. Integrated Inbound Marketing software will allow marketing teams to fully track every user interaction with digital platforms.
10) Google will no longer be the only major search engine.
Sites like Facebook, Twitter, and YouTube are already major sources of information with advanced search capabilities and integrated payment methods, where consumers can make purchases, chat with friends, and share opinions.
With advanced research will come a more integrated social experience, which expands with commerce.
11) Marketing will have new sources of information thanks to wearable devices.“
Wearable technology will see an adoption rate of 28% by 2016. This means there will be much more information that marketers can analyze. Many companies and brands already rely on the effectiveness of Facebook and Google ads that are based on users' digital actions. What will happen when ads can be targeted according to each person's daily activities?
12) “Influencers” become a powerful marketing channel.
Who loves mirrored sunglasses? 🙋🏼 These ones from @rayban are gorgeous! ❤️ And to absolutely blow your mind, this beautiful watch from @michaelkors and this gold chain bracelet! 😱 All from the sophisticated @stillus_joias ✨
13) Real-time personalization is a reality that's here to stay.
Companies are no longer focused on promptly responding to visitors' questions and comments, but are trying to anticipate their needs and provide answers before they are even asked. In this way, they are "delighting" users with the goal of turning them into future brand advocates.
14) The demand for digital skills will grow.
With the rapid proliferation of communication channels and the rapid adoption by users, companies and individuals began demanding more knowledge about these trends. Universities have responded very slowly to this new trend, so shorter, modular, and online courses have emerged in response to this demand for knowledge.
15) If you speak with a video, it's much better.
On Facebook alone, more than one billion videos are watched every day (65% of them via mobile devices). The use and production of videos has grown exponentially in recent years, and companies are beginning to see results. For example, videos on e-commerce sales platforms increase shopping cart size by 174%.
Watch my video below as an example.
16) Whatever your strategy, you have to think about a multichannel strategy.
Cisco predicts that by 2020 there will be 50 billion devices connected to the Internet. That's seven times the world's population. People may be using their computers for work while simultaneously checking social media on their cell phones and using tablets to shop.
Now it's your turn!
What are your predictions for Digital marketing trends for 2016I invite you to comment on which ones you think are the most relevant and suggest new ones!
