In the fast-paced world of digital marketing, trends can change in an instant. What was once beneficial just a few short years ago may now be obsolete. Keeping up with these endless updates may seem like a daunting task, but it is definitely time well spent. What are some of the digital marketing trends to be aware of for 2016? Here are four you should know:
- Personalization and native advertising – Custom ads that appear to be a part of the standard content found on a website are currently one of the biggest trends in digital marketing. What sets these ads apart from banner ads is the seamless integration. Banner ads typically do not compliment the design or function of a site the way native ads do. Additionally, marketers now have the ability to refine information assembled through interactive experiences as well as marketing automation and send personalized content to the consumer, rather than blasts of anonymous content.
- Employing digital directors – In recent years, a growing number of companies have started to hire social media managers. As more and more millennials join the workforce, social media skills are a requirement, not simply an added bonus. Whether this trend will continue is not known, but it is certainly one to keep in mind this year.
- Implementing interactive video – Interactive video has skyrocketed in popularity because it gives marketers the ability to have one-to-one conversations with potential consumers. With interactive video, the viewer is able to explore and adapt the content any way they choose. This is beneficial because marketers can see what type of content is compelling to their viewers, and viewers are able to determine the type of content that is most relevant to their unique preferences. This, in turn, creates a better online experience.
- Engage consumers through live video – Live video gives viewers the opportunity to experience an event in the most personal way possible, even when they unable to physically be there. There are three stages of live event video marketing, and each encourages a more engaging experience between the consumer and your brand:
- Pre-event videos help to promote the event.
- During the event, the viewer can see what is going on in real-time and participate in discussions on social media.
- After the event, viewers can watch the content on-demand and explore related calls-to-action.