digital marketing trends

In an ever more complex retail environment, customer engagement is essential, and challenging.

DIGITAL MARKETING TRENDS OF 2016

The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology. Digital marketing campaigns have become more prevalent, because digital platforms are increasingly incorporated into marketing plans, and as people have become more adept at using digital devices instead of going to physical shops.

Digital marketing is the key to success in today’s scenario because in an ever-growing source of entertainment, news, shopping & social interaction – the consumers are now exposed not just to what a company says themselves, but what their media, friends, relatives and peers, etc. are saying as well. And they are more likely to believe them than the company. Everyone wants brands that they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.

"What's Hot?" and "What's Next?" are always the two most common questions that one can hear in the marketing industry. Research is what leads to s structured, carefully designed and meticulously crafted campaign. The main agenda is to stay informed, to stay aware. Here are some of the latest trends in creating desktop and mobile digital experiences :

 Artificial Intelligence Gone are the days of one sided digital experiences, today, people crave a human touch to everything that they come across. Siri has been everyone’s sweetheart for quite a while and even Windows has brought in Cortana to make users connect, interact and ‘feel’. From what it seems, we will soon have experiences where we will just sit back and let artificial intelligence take over.

 Focus on interaction, instead of layout A good layout of course is one of the most important factors to be considered because visual aesthetics determine almost 80% of viewership and influences but now, people are not struck by an overly done static layout. A minimal but dynamic setup is way more likely to woo over a viewer.

 Illustration Visual aesthetics, as already established are the most vital part of a design. While there is no doubt to the fact that a beautifully captured image instantly grabs eyeballs; the harsh reality is that they tend to get pixilated and distorted. The trend now seems to be favouring quirky illustrations and cool vectors and infographics to a great extent.

 Focus on interaction, instead of layout A good layout of course is one of the most important factors to be considered because visual aesthetics determine almost 80% of viewership and influences but now, people are not struck by an overly done static layout. A minimal but dynamic setup is way more likely to woo over a viewer.

 Storytelling Storytelling is part of human nature. Naturally drawn to a tale, we humans are prone to prefer living in a land of make-believe – anything engages, touches the heart and evokes emotions. It requires creating visual and user interface elements to create something that humans want to interact with.

 Video Content Text and images require effort and are very one-dimensional. The rise of connective and engaging visual content is going to take digital advertising to another level. These aren’t going to be mere video ads but every day events and experiences combined into ads with infographics, pictures, gifs or real people who will be portrayed in a specific way to catch hold and influence.

While these are the key points to keep in mind when creating a digital amrketimng strategy, there are a lot of other trends that one needs to keep a check on. The brands have come to recognize and celebrate the emergence of virtual reality with grander ad making. Mobile’s continued dominance over desktop paves way for lighter but distinct, interactive content with authentic storytelling instead of overly branded messages. After all, nobody wants to be told that “This is a lemon, it tastes sour.”

It has been estimated that search and e-commerce will go beyond Google to Facebook, Instagram and Twitter which we can already see is happening like storm. Also trending are ads on Snapchat: Advertisements with an expiration date which will encourage urgency. With an overdose of channels and information, it will be necessary to create an omni-channel experience to not be missed out.

The biggest, most impactful trend in digital marketing this year is a noticeable shift away from product-centric thinking and towards audience-centred ideals which is going to completely change whatever one has seen in the field of digital advertising until now; to create a whole newer, richer dimension.

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