FBR - Marketing Trends in 2016

Marketing Trends in 2016

Fundesem Business School

Publicación
Publicado el
28 de Septiembre de 2016
The budget companies are allocating to digital marketing grew by 10%

You can have a product or a service that is the eighth wonder of the world, but forget it: if you don’t know how to publicize it, if you don’t know how to communicate and if you don’t know how to differentiate it, it won’t be of any use. So, here is where we must talk about Marketing as a fundamental pillar when it comes to publicizing your brand and creating a link to your potential customers in a world increasingly saturated with brands, products and messages.

It is undeniable that, due to the development of the new technologies, the ways to carry out marketing and reach potential customers have increased greatly.  On-line marketing is increasingly present in our daily routine through multiple channels. The Internet is both the present and the future.  Brands are becoming increasingly aware of this and, for this reason, the budget companies are allocating to digital marketing grew by 10% in 2015, with a higher than expected upward trend in 2016, according to the data gathered by Gartner, the technology consultancy. 

The world is changing fast, and being aware of the latest trends in on-line marketing is a given to avoid being left behind.

Some of the most outstanding marketing trends in 2016 are:

Video Marketing: The star to achieve impact

Mark Zuckerberg, the creator of Facebook, has already stated this.  The number of video posts doubled in 2015.  In terms of statistics, viewings on the social media website increased by from 4 billion per day to no less than 8 billion in just 6 months.

That other big giant, You Tube confirmed that 400 videos are uploaded every minute.  And video, whether we like it or not, has a power that other media barely have.  Did you know that 1 minute of video is equal to 1.8 million words?  As a result, who doubts that video will continue to gain popularity among marketing strategies?

With this clear potential, and even though there is a long way to go, video has become an increasingly used resource by brands.  Not only to announce or show their products directly, but, within their content strategies, to connect their users with the brand values.  In this sense, “branded content” is not a new strategy, but in 2016 it will be a must for brands.

Where does the success of video lie?  Why is it such a powerful resource?

The audio-visual format is capable of engaging in a more straightforward and faster way than any other.  In generating feelings and emotions in the viewer, it is the most effective way to achieve that long-desired link between brand and customer. With regard to this, a survey conducted by Demand Metric showed that, for 74% of the B2B market, video content attracts more than any other.  Also, this format offers possibilities that others cannot.

How often have we seen a video go viral and reach millions of people? Undoubtedly, video is the star of social media; it is already the content which is shared most.

The new technologies have allowed anyone to be able to be a good audio-visual content creator.  Regardless of the quality of the video, there are countless cases of people who have become idols of the masses and who have managed to generate a high level of engagement with users.  Who hasn’t heard of the famous “YouTubers” who earn thousands of euros and are increasingly in demand by the brands at the moment of advertising their products because of their great power?

According to a study undertaken by Cisco, the international leader in networking solutions, video will represent 80% of traffic in 2019 compared to 64% in 2014.  If these statistics do not convince you, stop to think how Google has already added video to search results.  This may be one of the most important points in taking video marketing seriously and getting your act together.

Mobile Marketing, the trend with the highest increase

The mobile phone revolution is continuing.  Far from reaching a ceiling, the number of mobile device users will continue to grow, exceeding the 4.3 billion users in 2014, to 5.2 billion users worldwide in 2019, according to the aforementioned Cisco study.

It is an undisputable reality that we are using and depending on the mobile phone more and more, but not just to inform, play games or listen to music.  Actions like checking e-mail, chatting, interacting with social media or shopping are everyday occurrences for people, even when walking down the street.  Thus, the mobile phone has become the main device through which the majority of people (85%) connect to the Internet.

This was shown by the 2015 IAB study on mobile marketing, which also highlighted that the most installed mobile application is that of e-mail.  Thus, adapting to the mobile environment is already not an option, but a must, also in terms of the brands’ e-mail marketing strategies, it is certainly not the same to open e-mail on a computer screen as on a tablet or mobile phone screen.   

That is to say, not only do you have to worry that your website is adapted to different devices, but also that the rest of your marketing strategy actions are. Such basic things as promotional e-mails that you send should also be adapted to the design of the mobile phone.  According to the data held by Yesmail, 15% of sales achieved by e-mail marketing in 2015 came from mobile phones.  And this trend will continue to grow.   

Are you still not convinced?  Another strong reason is that, from 21 April 2015, Google has not allowed users to open web pages on mobile phones that are not adapted to this usage.  Can you imagine losing visibility, traffic and possible sales solely for not being adapted to the mobile environment? 

The content continues to earn points

The content, in its different formats, will continue to be king in 2016.  Although, rather, it will prescribe what will be the strategic content.  Creative, original and aimed at the consumer and the goals of the brands.

Although, in terms of content, there is still a long way to go, and a lot of potential to exploit, the importance of content strategies is becoming increasingly clear to the brands.  Thus, according to The Economist Group study “Global content survey of brand marketers and their B2B”, 93% 0f companies surveyed will maintain or increase their investment in Content Marketing.

Good content marketing requires commitment, perseverance and creativity.  It is a strategy that will not bring overnight results, but solid results over time, since it is based on building the credibility of your brand and relationships with your customer base.

Nowadays, your potential customers are faced with an almost inexhaustible number of offers, so helping to bring value to them is what will help to make the difference. The closer and more transparent you are, the more solutions you bring to your customers and the more interest you show in their concerns, the stronger this link will be and the higher your credibility.

Virtual reality for everybody

Science fiction?  Not at all.  Virtual reality and widespread access to it are presented as an upward trend in 2016.  Google already has its Cardboard virtual reality system on the market and it is hoped that the launch of the Facebook Oculus Rift will end development of this sector with the aim of bringing this “world closer to the end user. 

This democratization of the virtual world will cause a sea change in both at the time of content consumption and in experiencing content.  A challenge for the strategy of brand marketing.  Travel, cars, video games, 360º videos, live events, etc. are some of the examples in which virtual reality can come hand in hand with a brand.  

In You Tube and Facebook it is already possible to upload 360º videos, although, if virtual reality equipment is not available, it is not an option that can be taken full advantage of.  Nevertheless, the virtual future for all is just around the corner and it is expected that virtual reality will become a part of the lounge.

Without doubt, the world of technology is continuously evolving and this reality forces us to be fully updated, in order not to be left behind.  In this scenario, marketing is one of the first factors that must adapt to this evolution to find and implement new forms of communication and client-user relationships. 

At this point there are multiple channels through which a Brand can reach its customers.  The challenge is to know how to choose where to be, how to be and why to be correctly.  Are you ready to take up the challenge?

Fundesem Business School
Sobre Fundesem Business School: La vocación de servicio al tejido empresarial alicantino ha distinguido la trayectoria de Fundesem Business School (FBS). Fundesem es un referente para el empresariado. Además apuesta por una formación avanzada, basada con éxito a los desafíos ...
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