2016 is already here and so we bring to you the top 7 digital marketing trends that are set to dominate the year. View the infographic to find out more:

1. suyati.com
07 DOMINANT
DIGITAL MARKETING
TRENDS FOR 2016
Content marketing
set to rise further
88%88%of B2B organizations
use content marketing
of B2B firms increased
content creation since 2014
Web Strategies Inc. estimates in 2016:
Content
Marketing
Institute
estimates:
78%78%
01
02
03
04
05
06
07
Content marketing set to rise further
Newer content forms to be prominent
Text would still remain relevant
Stakes of Analytics to rise further
The Internet of Things rises to centre stage
Online advertisements surge forth
Thrust on mobile-centric marketing
Newer content forms
to be prominent
Relevance of
content marketing
increases for:
02 Google lays emphasis on
fresh & quality content than
backlink/ keywords
Digital marketing expenditure
accounts for 35% of total
marketing budget
54.1% of marketing hiring
happens in content marketing
58%58%
believe companies
producing video content
are more trustworthy
71%71%
claim videos leave
a positive impression
on a company
01 Companies with active
blogs generate 67% more
leads per month
03 Social media marketers
need fresh & engaging
content on a periodic basis
Increased
click-thru rates
Scope
for greater
engagement
Delivers lower
site bounce rates
Interactive &
engaging
background
design
Convey
messages with
more impact Showcase
product usage in
multiple scenarios
In 2016, videos gain prominence over other
content-forms, due to:
Animoto estimates: Syndacast estimates:
01
02
Text would still
remain relevant03
The Internet of Things
rises to centre stage05
Thrust on
mobile-centric marketing07
Stakes of Analytics
to rise further04
About 74% of all Internet traffic
will be video by 2017
Faster broadband speeds, WIFI & 4G
allow effortless video loading
Google to be on board with in-SERP
video advertising, in 2016
Users searching for a term will receive
ad videos streaming in the SERP
Cisco Global Forecast
Update 2013-2015:
Despite scaling video
popularity, text remains
relevant due to:
Roper Public
Affairs estimates:
Descriptive content
falls down in comparison
to textual content:
2014- Video share in all consumer internet traffic was 64%
Video share expected to touch 74% in 2016
By 2019, it may touch 80%
1 million minutes of video content to cross global IP network in 2019
An individual might take over 5 million years to watch all these videos
Slow internet connection-
time to load videos
Traditional
attachment to text
Bandwidth cost restrict people
from accessing videos
Authoritative voice
text commands
Storytelling/ fables pull customers to emotional core
of the brand
Visual & contextual storytelling evokes brand
emotion & increases trust
80% decision-makers
prefer receiving company
info as articles than as ads
70% say content marketing
attracts them to the
sponsoring company
60% feel company content helps
them make better product decisions
calculators
quizzes
web surveys
Interactive content
becomes popular as it is:
02
01
03
04
easier to
digest
engages the
audience
better
more likely
to be shared
garners more
backlinks than
descriptive
articles
CMO Council states
that in 2016:
Today’s
customers:
Overriding focus of marketers lays on
creating custom content
About 90% of consumers find custom content useful
78% believe that custom content help companies
build good relations
Are more demanding
Value personalized
engagement
Way to engage customers on a
customized basisHelp marketers take decisions based on real data & trends
Allows marketers to remain in control amid the data glutCMO survey
estimates:
Expenditure on marketing
analytics to rise by
Focus on Micro targeting:
Innovative way used by marketers to apply analytics
Focuses to micro-target niche audiences
Targeted campaigns are more effective than non-targeted campaigns
Data led advertising tools generate better results from campaigns
Retargeted display ads inspire people to search for product
Social media tools help marketers select right target users
60%60%
user adoption rate for
wearable technology
More scope for
data analytics
Sensors attached to wearables
offer in-depth info on
consumer habits
Customer’s location & emotional
state considered while responding
to a context
Sensors embedded in accessories
& outfits to read user’s biological
responses:
Marketers to leverage such information
for relationship marketing
More meaningful conversations,
loyal consumers & brand advocates
through relationship marketing
More difficult to top SERP in the organic route
Google lists paid ads on top followed by organic listings
Frequent algorithm changes challenge marketers on SEO part
Google SERP favors paid ads more
Considerable reduction in the number of videos appearing in search results
Free content finds it difficult to get notified on social networks
“Pay-to-play”- the mantra to make your content viral in social media
Traffic acquisition from multiple reliable sources they can control
A prominent way is through online ads
Targeted paid ads facilitate faster expansion of consumer acquisition
Internet advertising expected to rise by 10% globally
Maximum ads will
be targeted towards
mobile audience
On purchasing a product/ service
On using a product/ service
28%
suggests in 2016:
Lincoln Murphy of
Sixteen Ventures: Forrester
Research
estimates:
PWC estimates
CAGR from
2014-2019 at 12%
Other online AD trends:
References:
eMarketer estimates
in 2016:
“In 2016, relying heavily on SEO
to drive traffic to your website is
a recipe for failure!”
Online advertisements
surge forth06
Ads
Facebook only shows each
brand’s posts to 16%
of its fans
Average tweet reaches
only about 10% of followers
Most users are swept away
by other posts
In 2016, smart marketers
would focus on:
Mobile ads to grow 45%
$101.37 billion to be spent on mobile & tablet ads worldwide
Accounts for nearly 430% increase from 2013
Mobile ad spending to touch $195.55 billion from 2016 thru 2019
Accounts for 70.1% of digital ad spend
Accounts for 25% of total media ad spending globally
US programmatic digital display ad spending:
Digital display ad spending expected to grow 137.1%
To surpass $10 billion mark in 2016
Accounts for 45% of the US digital display ad market
Marketers are hooked on to
programmatic ads like
Facebook ads API
Influencers posting
about brand induces
more credibility
Influencers help marketers
expand their footprints
beyond SEO
Branding thru influencers
is a top marketing
strategy in 2016
Global Smartphone users to
touch two billion mark in 2016
Mobile shoppers convert
160% more on sites
optimized for Smartphone
87% of new digital generation
cannot move without Smartphone
14% not to do business
with a company not
optimized for mobile
3
2
1
4
Smartphone offers
more scope for
relationship marketing
6
In 2016, mobile will
establish a clear lead over
desktop globally
7
Marketing efforts should
sync with customer’s
mobile behavior
5
http://www.slideshare.net/CMI/content-marketing-in-the-uk-2015-benchmarks-budgets-trends-by-cma-and-dma-sponsored-by-axonn
http://blog.hubspot.com/insiders/inbound-marketing-stats
http://www.webstrategiesinc.com/blog/how-much-budget-for-online-marketing-in-2014
https://animoto.com/blog/business/small-business-video-infographic/
http://www.brafton.com/news/2017-74-web-traffic-will-come-video/
http://contentmarketinginstitute.com/what-is-content-marketing/
http://cmosurvey.org/files/2015/09/The_CMO_Survey-Highlights_and_Insights-Aug-2015.pdf
http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299
http://www.forbes.com/sites/sujanpatel/2015/12/05/6-predictions-about-digital-marketing-in-2016/3/
http://www.zestdigital.com/top-digital-marketing-trends-for-2016/
http://www.brandanew.co/7-digital-marketing-trends-for-your-brand-success-in-2016/
http://www.ciscoknowledgenetwork.com/files/448_06-24-14-VNI_Traffic_and_Service_Adoption_Forecast_Presentation__CKN_MOBILITY_.pdf?utm
http://www.redpostmedia.co.uk/news/6-predictions-about-digital-marketing-in-2016/
https://www.internetretailer.com/2014/10/01/mobile-shoppers-convert-160-more-often-optimized-sites
https://www.clickz.com/clickz/column/2419469/4-marketing-trends-to-watch-for-in-2016
http://blogs.forrester.com/nate_elliott/14-11-17-facebook_has_finally_killed_organic_reach_what_should_marketers_do_next
http://www.pwc.com/gx/en/industries/entertainment-media/outlook/segment-insights/tv-advertising.html
Interactive content includes: