Reaching the end of the year, the big question that comes to our mind as marketers is « What’s Next? » What will be the latest trends in digital media and how will they impact marketing?
Going through several recent researches, I’ve come to the conclusion that 2016’s new trends are highly defined by the evolution of consumer behavior & changes in his use of digital media and technology:
- A more complex purchase decision to face
The influence of online channels has clearly affected purchase decisions and is increasing in complexity. In fact, today’s customer is exposed to content across multiple devices or platforms, social media channels, and e-commerce, particularly for high-value purchases.
- An increase of mobile usage
Mobile marketing will definitely continue to be one of key trends to follow in 2016, as 2015 has seen a continued strong growth in mobile use.
- Change problems in managing a company’s marketing activities
“Digital marketing activities” are no longer separated, but fully integrated in Marketing. Amanda Rendle, HSBC global head of marketing affirmed that “For any organization it’s huge waste of resource to have two teams doing the same thing. That’s the real danger ». Marketing departments will have to adopt digital transformation programs by setting an integrated digital strategy to a marketing campaign that works across all channels. And most importantly, they need to recreate the marketing team through a combination of recruiting digital specialists, working with digital agencies and/or training existing marketers.
However, many businesses are still at an early stage of adopting digital marketing techniques. For some of them, 2016 will be decisive in determining how successful they will be in planning their marketing.
Consequently, we as marketers, have to take into consideration these new trends in our strategy formulation. Our challenge is to improve and optimize the level of integration of digital and traditional communication. No matter what, we can’t deny the well-described reality by Jeff Dodds, previously CMO for Virgin Media: “To talk about digital as some kind of separate entity is to not understand it. Our lives ARE digital is not a thing, it is simply a more flexible, response and efficient way to do business.”
Sabine Menassa Digital Marketeer