“Digital” is fast becoming an integral part of businesses and is no longer being looked upon as a distinct discipline. Marketers across the globe are focused on creating digitally led marketing strategies.
Today we’re sharing some of the digital strategy trends that are expected to grow in popularity during 2016:
Customer-Centric Approach Of Businesses
Growing emphasis on being able to provide a seamless experience to the consumers will ensure that marketers start using integrated tools that provide them ability to track the consumer’s journey and to be able to engage with them with relevant content at the appropriate time. Customer centricity will be the core for all digital marketing strategies.
According to a research conducted by Econsultancy, Customer-centricity is considered key theme for digital strategy by business leaders across a selection of global markets. 58% of respondents said being ‘customer-centric’ was the most important characteristic for establishing a truly ‘digital native’ culture above data driven, innovative and collaborative.
Importance Of Lifecycle Marketing
Extending the concept of customer centricity further, marketing strategists are realizing the benefits of catering to their existing customers throughout their journey.
According to a research carried out by Demand Metric, it was discovered that 54% of businesses state that they get their revenue from existing customers and 72% of businesses state that they do conduct lifetime marketing and it positively impacted their revenue. However only 20% of the businesses who participated in the research were marketing at all phases of the lifecycle.
There lies a tremendous opportunity to create a positive impact on the revenues by mapping the marketing communications across customer lifecycle steps such as
Speed To Market – Be More ‘In The Moment’
Marketers want to accelerate their response times and become more ‘in the moment’ in 2016. This way the marketers looking to be in the moment will be able to offer something unique to their customers and engage with them in new and innovative ways. Businesses will need to have a presence across multiple channels and understand how to make the best use of each of the channels in order to respond quickly to its customers. TV shows and sporting events are the most popular kind of content that is being used to leverage campaigns with ‘in the moment marketing’.
Research by TVTY of UK marketers showed that moment marketing will be a key way to engage with customers who are increasingly bombarded with advertising.
Content Still Rules
Undoubtedly, content will remain as the central theme for digital marketing strategy. The key will be to make it as real time, as relevant and as consistent across devices, across platforms and social media.
There will be more pressure to create content that is consumed instantly and almost unconsciously by the consumers. Content strategy will also encompass newer areas like the marketplace and will look to expand aggressively. Armed with newer technologies like machine learning, analytics and automation, marketers will be keen to focus on developing as real time, as relevant and as personalized content as possible to connect with their consumers, regardless of the channel or format. The key to success will be their ability to generate insights and track actions throughout the user journey and measure the outcomes to improve the personalized content and keep the consumers engaged with their brands.
In the age of the mobile revolution, with IoT, Wearables and VR being touted as the next frontiers, Video continues to be the best way to engage with the consumers across devices. We have seen this with Facebook live streaming, Snapchat and YouTube catching audiences’ attention even more than ever. Today’s millennials prefer videos to watching programs on television. Definitely video streaming will one of the key areas to watch out for in the digital marketing strategy.
Analytics – Real Time
We expect real time analytics to become a big focus for 2016. Marketers will be under increasing pressure to measure outcomes continuously and instantly feed relevant content to the users. Real time marketing automation capabilities supported with big data analytics will become important tools for marketers to be able to constantly monitor and improvise their content being delivered throughout the user journey. Analytics on a real time basis will be another important differentiator and will be increasingly used as a competitive advantage by the brands.
Lastly SEO will continue to be a core component of the digital strategy with experts continuing their focus on enhanced SEO capabilities and keeping pace with the changes led by the likes of Google, Facebook, Twitter etc. We can certainly expect SEO to expand beyond these and become an integrated part of the digital marketing strategy.