At the end of every year, we all ask the same question what will happen in the year to come? What new internet trends will shape the marketing industry? What technologies will people embrace? We do not have a crystal ball, but research data can help to predict consumer intentions, it can be a great bellwether of trends.
1. Putting mobile users first
One solution to brands’ mobile problem may be to create more content and, in particular, offer it exclusively through mobile. Brands of all kinds have been experimenting with this tactic in recent months. Doritos recently launched its first mobile-only campaign, enlisting social media influencers to create 3D videos that are only available to mobile users.
2.Video for Business
Video might be the New Text. The biggest trend and opportunity we see in the sector is around the creation and use of video as a creative form of communication. Video for business communication has been steadily growing. Here are some stats:
80% of all internet traffic will be video by 2019. That’s up from 64% in 2014.
79% of websites that feature video use third party hosting
The vast majority of websites that feature video are choosing to use third party solutions rather than self hosting. YouTube is by far the most popular third party solution with 70% of the market share.
66% of higher education institutions use video for remote teaching or learning
One of the most exciting areas of growth for video has been the realm of education. Video is allowing anyone with an internet connection to benefit from a first class education.
96% of B2B organizations are using video has part of their online marketing.
The use of video by B2B businesses is now near ubiquitous. However, B2B marketers are still faced with a number of challenges. In fact, 44% said that their biggest challenge is measuring the ROI on their video marketing. 2016 will likely be a landmark year for online video. As the extremely rapid rise of Facebook as a video content platform demonstrates, there could be plenty of surprises next year, but the overall trend for online video in 2016 is almost certain to be overwhelmingly positive.
3. Everything Shoppable
Social media has long escaped the scrutiny of the chief financial officer and it’s time for brands to monetise social media efforts. Fashion brands, such as Burberry and Ralph Lauren, understand this and have made their runway videos shoppable. Now, every brand should incorporate financial calls to action in social media content.
4. Shorter Content
Consumers are finding it increasingly difficult to digest long-form content. When browsing, users want to get to the heart of the message as quickly as possible. The shorter a brand makes its content, the more social it will be. The reason shorter is better are it is more mobile friendly, People scan online, rather than read, Lends itself to being shared, Attract more eyeballs, Potential to go viral and it is easier to share.
5. Easy to Understand
Easy to understand means easy to share, which translates into better results for content and campaigns. That was easy to explain.
Several brands, such as Nike and Dove, have realized that supporting social good can have a greater impact than catering to individual egos. Other brands will follow suit and use social media efforts to look at the long tail, identifying opportunities to foster empowerment and equality aligned with brand values.
7. Health, Wellness and Well-being:
If we follow the logic of the Kondratieff cycle, this is the next biggest mega cycle stretching all the way to 2017 and far beyond. The definition of healthcare will change as economies struggle to afford healthcare costs, which will affect 20 percent of a nation’s GDP in a developed world. Focus will shift to mass prevention and diagnoses and to wellness aspects of the mind, body and soul.